If running pay-per-click (PPC) campaigns is on your list of New Year’s resolutions for 2019, our PPC partner has put together a handy five-point checklist to help you get started.
1. Goals
Be clear about what you want to achieve with your marketing and how this will support your accountancy firm’s objectives. Do you want to generate more leads or are you looking to increase brand awareness?
Understanding this early on will inform your return on investment and make it easier to determine if PPC is offering you value for money.
2. Budget
Always be clear on how much you want to spend on a PPC campaign before you get started.
You need to consider how many clicks you want to buy and how much you are willing to pay overall for a lead.
A lead is recorded as a conversion, which is the action you want the user to perform once they have clicked on your ad. This could be filling in a form, for example.
Once your budget is in place, consider splitting it across different PPC campaigns.
You could either spend on individual campaigns or use a shared budget where Google will automatically adjust how it allocates the money.
3. Industry research and keywords
Researching the industry you are targeting will give you an insight into the language or jargon potential customers might use in their searches.
This gives you a head start against your competitors as your keywords will be relevant and tailored towards the customer’s search terms, ensuring your ads will have a better chance at appearing.
Google Keyword Planner allows you to see either the historical or forecasted search volume for potential keywords.
If you are operating on a small budget, the keyword planner enables you to see which keywords have lower competition and are cheaper to bid on.
4. Negative keywords
Just as important as thinking about who you want to target, is who you don’t want to target. PPC campaigns allow you to filter this traffic out with “negative” keywords so that your advert won’t show to users who aren’t relevant.
5. Conversion tracking
Keeping an eye on your conversion tracking enables you to see the number of time your goal has been achieved, which is important for determining your ROI.
It also allows you to look at the attribution tracking to view the conversion pathway, in order to look at areas to improve, for example, are there any changes to make the landing page better.
Inspired to try PPC campaigns for your firm? Why not give us a call.
