Best Practice for Setting up PPC Campaigns

BLOG POST

BLOG POST
March 2014

Search engine advertising through pay-per-click ads is one of the most popular forms of advertising. To create the best PPC campaigns you need to know the basics in order to generate the best results from your campaign and drive traffic to your University website.

BLOG POST

Best Practice for Setting up PPC Campaigns

Search engine advertising through pay-per-click ads is one of the most popular forms of advertising. To create the best PPC campaigns you need to know the basics in order to generate the best results from your campaign and drive traffic to your University website.

PPC or pay-per-click basically means that the advertiser pays a fee each time their ad gets clicked. It is a way of buying visits to your site rather than earning them organically. PPC ads appear when someone searches for a keyword that is related to your University such as specific courses that you may be offering or general searches for Universities.

Running PPC campaigns through Google Adwords is valuable as Google is the most popular search engine and has the greatest traffic, leading to more clicks and impressions on your ad. Google’s display advertising platform spans across millions of websites allowing ads to reach high numbers of people.

 

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How do you design a PPC campaign?

A lot goes into designing an effective PPC campaign. The main things to take into account are;

  • Researching the right keywords for your ad, the most popular searched terms and long-tailed searches. Since the introduction of Hummingbird, Google has come to use long-tailed searches more and more for generating search results.
  • Organising those keywordseffectively for your campaign ie. where they sit in the ad, and how many times they appear.
  • Bidding for those keywords to match with competitors
  • Setting up relevant PPC landing pages with conversions, for people to be redirected to once they click on your ad
  •  Setting targeting parameters so that the right people see and engage with your ad.

How you appear in Google search results depends on bidding and the quality score of your ad. Google is smart and will assess your click-through-rate, relevance, and landing page quality to determine your ad placement. Google also charges you less per click if you create a relevant and well-targeted PPC campaign.

PPC campaigns require a great deal of monitoring and optimisation. Review the traffic generated from your ad daily to optimise the poorly performing ads and keywords. A great deal goes into PPC campaigns but when done effectively they can generate a great deal of traffic and conversions on your site.

At Touchpoint Digital, we use our expert knowledge of PPC advertising to generate the best ads for our clients. For further information on how to set up and run PPC campaigns for your University please get in touch.

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