Greetings from the JamJo bunker!

Digital marketing can be depressing. No doubt about it. Sink some money into those clicks baby, and watch the money roll in. Except then it doesn’t. You’ve researched all the keywords, understood the damnable acronyms, and you thought you had yourself a bonafide Pay-Per-Click strategy that kills.

Navigating the complexities of Pay-Per-Click (PPC) is daunting but advertising requires more than just throwing money down the digital hole. Crafting a PPC strategy (paid advertising strategy) is kinda like an art form (admittedly not the most electric of art forms but still!) that demands some detective work, some thoughtful planning, execution, and a keen understanding of the people you are trying to reach. In this guide, we’ll take a look at some of the more foundational elements of building a PPC strategy and how you might get those Google Ads singing!

By the by, we know a thing or two about digital marketing, so give us a bell if you need assistance with selling online.

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Too long, gimme links!!

This is the easiest one to get wrong. Right out of the gate you need to know what you aim to achieve with your PPC campaign. It sounds simple but it’s an easy hurdle to fall at. So ask yourself, do I want to drive website traffic, generate leads, or increase sales. Having a well-defined objective sets the tone for the entire strategy. Be careful that you get it right.

Understanding your audience is like knowing your dinner guests before planning a menu. You have to do your research and try to identify your real target audience’s preferences, behaviours, and pain points. This information will shape the messaging and the targeting of your paid advertising strategy.

What are people typing into a search engine when they are trying to find you or your service/product? Be clever here. Keywords are the cornerstone of any PPC campaign. Use tools like Google Keyword Planner to unearth relevant and high-performing keywords for your business. Try to find keywords that people might use that aren’t very obvious (you’ll get a better ROI on these ones).

Your ad copy is the first impression your audience gets. Craft compelling, concise, and relevant ad copy that speaks directly to your audience’s needs. Think of it as the elevator pitch for your product or service – grab attention and cut the fat. Direct and concise and catchy if possible. (don’t outsource all of your creativity to an AI like ChatGPT either btw, use your own noggin as crafting excellent ad copy that moves humans is best left to the human brain!)

So, when someone clicks on your advert, where are they going to land on your website? Ensure your landing page aligns well with your ad copy (similar copy, talking about the same things, the offering makes sense between advert and page) and provides a user-friendly experience (on mobile especially). Think of it as the storefront where visitors decide whether to explore further or leave.

Bidding refers to the process through which advertisers set the maximum amount they are willing to pay for a click on their ad. It’s basically where strategy meets economics. Consider your daily budget (remember you only ever pay for what gets clicked). Stick with automated bidding for efficiency and think of your bid as an investment in visibility and clicks. The higher the bid, the more chance of conversion, and the more converting that goes onward, the more return on your investment.

Ad extensions are like bonus features – they enhance the overall experience. With ad extensions you can provide additional information, such as site links, callouts, or location details with your ads. These extensions amplify your ad’s appeal and encourage more users to interact. Make sure to include them.

You’ve got to keep an eye on things. Regularly monitor the performance of your PPC campaigns. There’s loads of analytic tools out there so don’t be shy. Keep it simple. Key metrics to look at are the click-through rate (CTR) (percentage of people that see the add and then click through to landing page), conversion rate (how many people are, say, for example, actually buying something on your website), and return on ad spend (whether the campaign will wash its own face so-to-speak). Think of monitoring as your campaign’s health check – identify what’s working and what needs attention.

Experimentation is the spice of successful PPC strategies! A/B testing basically allows you to run multiple concurrent ads each with slightly different ad copy, headlines, and visuals etc. to identify the winning combinations. Think of it as trying out different ingredients to find the perfect recipe for engagement.

The ultimate goal of any PPC campaign is to drive conversions. Look at the data, identify bottlenecks in the conversion funnel, and optimise accordingly. If it ain’t broke, don’t fix it. But if you are seeing very poor ROI ask yourself one last question; Is there any demand for my product or service or indeed is it good enough. It’s a hard question to ask but one must be honest. Perhaps they ain’t buying what you’re selling. Remember; no marketing can magic up demand for something that no one wants!

TL;DR: Building a paid advertising strategy that works is an iterative process. There is an artistry to PPC marketing that involves understanding your audience, crafting compelling messages, and continuously refining your approach based on performance data. Remember, the digital canvas is vast, and with the right strategy, you can capture the attention and admiration of your target audience. If you need assistance with your next digital marketing campaign, be sure to give your local JamJo representative a call!