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Questions to Ask Yourself Before Starting a New PPC Campaign


When it’s time to start a new Pay-Per-Click campaign, there’s a lot to consider before making that final decision to make plans and strategies for whatever your goals may be.

In fact, PPC campaigns can provide you with the means to develop strong brand recognition and more conversions than ever before. All it takes is some marketing savvy and a few questions to ask yourself before you begin.

Do you understand your target audience?

You may have expected a question about how well you ‘know’ your target audience. But understanding them is a far more important matter when it comes to conversions. Is your target customer frustrated with a common issue that’s prevalent in your industry? Are they on a tight deadline and budget, or fed up with how slow delivery of goods can be in your area of business?

Taking these emotions and solving their needs in content that’s keyword-friendly can expose you to some powerful fuel to give your Google Ads that extra boost and cause people to take notice faster.

Do you have negative keywords in the mix?

Adding negative keywords is an integral part of an effective PPC campaign. After all, it’s just as important to be sure you aren’t showing for irrelevant searches that won’t bring in conversions and cause you to waste money on pointless clicks.

In order to get your ads in front of the right audience for fast and effective conversions, it’s essential that you get other avenues you don’t want to explore out of your train of thought.

What is your definition of success for this campaign?

Speaking of keeping on a successful train of thought, what are your ultimate goals and measures of success for this campaign? Is it a specific amount of incoming funds? Visitor traffic? Brand awareness? Specific sales targets?

Perhaps it’s a combination of all of the above, in which case, it’s best to work alongside an experienced marketing firm that can help to shape these goals into realistic and measurable steps. However, if you aren’t able to be a realist with these expectations, your campaign has failed before it even begins.

Are your ads and landing pages matching in terms of tone?

This is an overlooked thing that’s important to nail down before a campaign begins. Your tone of voice, sense of urgency, and general branding need to remain consistent. If there isn’t that harmony between the listed ad and the landing page, you’re allowing doubt to creep in for the consumer.

Is the customer journey as easy and fluid as possible?

The last thing you want to do is put in all of this planning and effort only to lose that all-important conversion due to a silly oversight that could’ve been easily avoided. Try to move mentally through each step of the customer journey and look for areas of improvement.

If you’ve managed to answer these questions, you’re ready to make that next step and dive into your next PPC campaign. With an experienced marketing firm behind you and a clear idea of where you’re headed, you’ll be able to make your next PPC ads the best yet!


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