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The Anatomy of Highly Effective PPC Campaigns in Perth

January 29, 20244 min read

If you're looking to run a ripper of a PPC campaign in Perth, you'll want to make sure you nail all the key elements. Success doesn't just happen by chance - you've got to put in the hard yards. In this blog, I'll walk you through how to build an effective PPC campaign from the ground up. Let's get into it!

The Foundation - Keyword Research

Fair dinkum, you can't just throw a few words together and hope for the best in the PPC game. You need to roll up your sleeves and research what customers are actually searching for. This will help you understand searcher intent and build campaigns and ads that properly target your audience. Use keyword tools like Google Keyword Planner to generate ideas and look at search volume and competition. Focus on more specific and long-tail keywords to increase relevancy.

Structural Integrity - Campaign Setup

With your keyword list locked and loaded, it's time to architect your campaign. Most experts recommend structuring PPC accounts based on business goals - like lead gen, ecommerce sales, etc. You might have different ad groups for location-based keywords, brand keywords, product names, etc. Make sure to enable location targeting and other key settings based on your goals. Also factor in budget, bidding strategies, and campaign end dates.

Weight-Bearing Beams - Quality Score

The key metric that holds everything together is Quality Score. This measures how relevant your keywords, ads and landing pages are. The higher your Quality Scores, the lower your costs and the better ad rank. So optimise keywords and tightly match them to ads and landing pages. Write compelling ad copy focused on your target audience. And ensure your landing pages deliver a smooth user experience.

Standout Architecture - Creative Ads

Your ads are your salespeople - so they need to stand out! The headline and description must capture attention and interest. Emphasise benefits and include persuasive calls-to-action. Test different headlines, discounts and promotions. Use ad extensions such as callouts, sitelinks and location to take up more search real estate. And leverage images, videos and other visual components if appropriate. Dynamic creative can help serve customised ads.

Load-Bearing Members - Landing Pages

Your landing pages support the full weight of your PPC campaigns. If the landing experience is weak, visitors will drop off and ROI will plummet. Send traffic to dedicated PPC landing pages - not just your homepage. Landing pages should match the ad copy in terms of keywords and messaging. Use lead gen forms, product info, reviews, demos, pricing etc. to move visitors towards conversion. Optimise pages for mobile and test continuously.

Insulation - Analytics & Optimisation

To safeguard performance, you need to constantly monitor PPC metrics and optimise campaigns. Regularly check impression share, top-performing keywords, search terms, clickthrough rates, bounce rates, conversion rates and ROI. Optimise low performing areas. A/B test ads, keywords and landing pages. Expand on what's working and cull what's not. Use negative keywords to eliminate irrelevant traffic. Audiences, bidding and budgets should evolve over time as you learn.

Curb Appeal - Display & Remarketing

Don't just focus on search - also make your brand shine across the display network. You can target by keyword, topic, placement, demographics and more. Remarketing helps you re-engage visitors who've previously hit your site. Create custom display and audiences ads tailored to different segments. Test display withGoal tracking ensures you understand performance.

Solid Foundations - Measurement

You need rock-solid tracking to measure PPC effectivenes. Install robust analytics - like Google Analytics - with correct attribution modelling. Track micro and macro conversions based on your goals, from email signups to online sales. Look beyond click conversions at how PPC impacts downstream behaviours. Factor in return on ad spend, conversion value and sales pipeline impact. Shared measurement with other channels also helps gauge impact.

Protection - Governance & Compliance

A strong PPC campaign requires foundations of governance. Document protocols, processes and responsibilities in a PPC playbook. Ensure oversight and control mechanisms are in place for financials, workflows and reporting. Follow policies for data usage, privacy compliance and brand safety. Monitor ad frequency caps, quality scores and policy adherence via scripts and dashboards.

So there you have it - the framework for building high-performance PPC campaigns in Perth or anywhere else. Bring all these elements together in a cohesive strategy and you'll be on your way to PPC success in no time!

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Jarrod Harman

We specialise in helping Impact driven salons, clinics and spas get more bookings for their business and help them scale using the Grow A Salon Signature Growth System to become the number one go to in their area.

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