Do you know that about 79% of marketers accept that PPC is beneficial for their businesses? This statistic clearly denotes the importance of PPC campaigns globally. If you are running your business in this country, you will surely try to utilize this ad campaign for the success of your business. But don’t know how to run a successful one?
No worries. We will discuss how to run a successful PPC campaign in Bangladesh 2023 here.
What is PPC?
Pay-per-click is the full form of PPC. It indicates that you run advertisements on Google, then pay each time anyone clicks on the ad linkF. You need to structure your PPC campaign accordingly.
Comprehensive Guide to a Successful PPC Campaign in Bangladesh
Well, it’s not that easy to run a PPC campaign successfully for you. Consider everything quite carefully. Let’s focus on how to run a successful PPC campaign or how to run a paid search campaign. Just follow the below-mentioned steps:
- Optimize Your Website
- Develop the Customer Persona
- Select Your Bidding Strategy
- Fix Your Budget
- Research Relevant Keywords and Select Them Wisely
- Make an Appropriate Ad Copy
- Choose Platforms
- The Campaign Develop
- Launch the PPC Campaigns and Branded Demand Creation
- Campaign Maintenance
Let’s discuss these steps one by one.
1. Optimize Your Website
Optimize your landing pages that are going to work in combination with the ads you make, before starting a PPC campaign. Because when any prospect clicks on your PPC ad, it will redirect them to the related landing pages because they like to have more knowledge. If after clicking the link, it redirects them to a generic or unrelated page of your website like the homepage, the prospect will possibly bounce.
Generally, a prospect will click on your PPC with the desire to get more information about the ad. So, it’s crucial to develop custom-built landing pages that resemble your ad’s content. Suppose, you will run a PPC ad that offers 2-for-1 pizzas at the restaurant. In that case, your ad’s landing page needs to be more detailed about this promotion like a coupon to get this free pizza or anything else that is associated with the content of this ad.
Again, you need to optimize the landing pages accordingly because if potential clients click the ad and are redirected to a slow-loading page that is hard to navigate, and has different technical issues; they will bounce too. Try to maximize the conversions of your site to encourage new prospects to your website and keep them engaged. Optimize the site for maximum conversions by taking these measures:
- Use compelling and clear calls-to-action
- Try using a clear design with more white space
- Create compelling and engaging headlines
- Write clear and simple copy
- Apply images and videos strategically to hold on the attention
- Use bullets, quotations, images, and videos to make your information easy to understand
2. Develop the Customer Persona
It won’t be a great idea to start a project without any goal. First, decide what you like to achieve, and who your customers are. You need to understand your customers well before starting marketing to them. Study their demographics, desires, pain points, shopping habits, and also the search words or terms they are using.
In case, you don’t have any customer persona. Develop one based on the above study. Once you have developed an exact customer persona, you will be clear about your target audience, and then decide on how to target them.
3. Select Your Bidding Strategy
Choose from various bidding strategies available on Google Ads based on different factors like your budget, your goals, the experience you have with these ads, and the like. First, decide whether you will use manual bidding or an automated one. If you are doing a PPC for the first time, and specifically, you are on a short budget, you will like to go for manual bidding. Because you can’t optimize the bids here, still you can keep your budget within a limit.
Conversely, on automated bidding, you will need less time to handle your campaign, but your budget will be a little high. You will get various bidding strategies under automated bidding. Most importantly, choose your bidding strategies based on your goal e.g. to enhance visibility, traffic, or conversion.
4. Fix Your Budget
If you are new and don’t have much budget, still you have the option to start your PPC campaign with a short budget. You can closely control the amount you want to spend. When you just want to test the market, start even with an investment of only about BDT 2400. A simple formula can help you to decide your budget:
Determine the amount of profit you can make for each conversion. You need to decide the amount of profit you will be able to sacrifice when still working further to make your campaign beneficial to find out the commission you will get from Google Ads. Consider studying past data to get the conversion rate, or simply use the available industry standard, and according to Search Engine Watch, it’s 2.7%. Now, multiply the highest CPC by your anticipated number of clicks, multiplied by the days’ number (i.e. for how many days you will run the project, at least one month or more) to decide your budget.
5. Research Relevant Keywords and Select Them Wisely
Keyword research is a crucial part of your PPC campaign for sure because, without keywords, the search engine won’t be able to understand when to show your ads. Again, the exact keywords can guarantee your campaign’s success, in the form of maximum views, maximum click-through rates, maximum traffic, and maximum conversions. The following tips can help you choose the exact keywords:
- Research your competitors’ activities.
- Think from the customer’s perspective what term you would use to search for the services or products.
- Use available keyword research tools to find opportunities such as keyword searches of Google, SEMrush, Moz, Surfer, and the like.
- Choose specific keywords, not vague or generic terms.
- Consider using local keywords when required or possible.
- Don’t forget to consider negative keywords due to their filtering out feature of those keywords you like to exclude. For example, if you are selling stick ice creams, you will surely exclude soft serve or cup-serve and cones because you are not selling the latter-mentioned types.
Your ads will get more hits with the better-chosen keywords. You will also get a greater quality score and a lesser cost-per-click for this.
Check out this article: How to do Keyword Research for PPC Campaign
6. Make an Appropriate Ad Copy
Now, make a clear, specific, and short ad copy after completing the above steps because you need to grab your audience’s attention as quickly as you can. Keep three things in mind while writing the ad copy and these are as follows:
- Message- What message you are trying to convey with your ad?
- Market- Who is your target audience?
- Method- How you are going to grab your target audience’s attention?
If you can figure the above things clearly out, you can easily come up with an effective ad copy. For example, you want to make an ad on Mother’s day. Your ad will give a message of love to the mothers, your target audience is the mothers, and you want to grab their attention by offering a special gift, a special discount, or a free or anything that your competitors are not offering to keep your business ahead of your competitors. It means the method part will contain a UVP or unique value proposition.
Once you have figured out the above, you can easily come up with an appropriate ad copy. Check Google Analytics to find out which web pages possess the maximum natural traffic and get copy inspiration from there. Create your ad copy’s Headline 1 specific to your focus keyword, use your Headline 2 to focus on your business’s UVP, and utilize Headline 3 to mention a specific CTA or call-to-action.
Use your description copy along with ad extensions to reply to the queries users can have and focus on the main reasons they will select to buy. Remember when you are starting a business you might not have enough funds to support mostly competitive non-branded and competitive keywords. So, choose non-branded keywords with greater intent and text or appropriate match types instead of extra-broad keywords that increase cost-per-click so highly but don’t convert.
7. Choose Platforms
Carefully choose the appropriate platform while launching your PPC campaign. Technological advancement has flooded us with lots of platforms, but that doesn’t mean you will advertise on all platforms to become successful. Some of the most popular digital platforms are as follows:
Generally, search engine marketing (SEM) uses Google Ads, and social media marketing (SMM) uses Facebook and Instagram. Then choose Twitter, LinkedIn, Pinterest, Snapchat, and TikTok based on your business, industry, and target audience.
In case, you need to execute ads on each of the platforms, the following suggestions can help you:
- Google Ads: Branded/Remarketing/Non-Branded
- Facebook: Prospecting/Re-engagement/Remarketing
- Instagram: Prospecting/Re-engagement/Remarketing
- Microsoft Ads: Branded/Remarketing/Non-Branded
- LinkedIn: Prospecting/Remarketing
- Twitter: Prospecting/Remarketing
- Pinterest: Prospecting/Remarketing
- TikTok: Prospecting/Remarketing
- Snapchat: Prospecting/Remarketing
Well, the above doesn’t represent any hard and fast rule, but mostly, when you want to launch your PPC ad, especially for a new brand, the above combination can get you on the right track. The above mix is made based on the demand and search volume on Google Ads. You can launch ads on Google Ads if it has demand there. Mostly, you won’t see a great demand for well-known search keywords on Google Ads for new businesses.
So, you need to work to develop the demand on other digital platforms. Whenever you develop a non-branded Google ad campaign, consider your chosen PPC keywords and their match types. An appropriate match keyword will cost you less most likely than a broad match type keyword. Also, ensure your PPC ad on all platforms offer a specific band image and define your unique value proposition or UVP.
8. The Campaign Develop
Each campaign on each platform has a different role. But try the big two platforms for your starters such as Google and Facebook.
Google Ads Campaign Develops
Keep your Google ad campaign as simple as possible. Run a branded or non-branded campaign with the exact keywords. Also, consider running a remarketing ad campaign using display ads to attract all site visitors, removing those who are already converted. In case, your Google Ads account is new, you won’t have that large retargeting list for retargeting.
You can take advantage of strategic PPC audience targeting, it is important to do thorough research on your target audience and use a combination of targeting methods to reach them effectively.
Recommended reading: How Much Does Google Retargeting Cost for Google Ads
Then use the ad copy created in the sixth step.
Facebook Ads Campaign Develops
Facebook ad campaigns are the best platform to drive brand awareness, traffic, leads, and sales. Facebook lets you target a large customer base with audience targeting and a vast combination of ad positioning. Set various campaigns like prospecting, re-engaging, and remarketing campaigns with Facebook. Prepare different ad copy for each stage of the marketing funnel i.e. from the introduction stage to the conversion stage.
The prospecting ad copy needs to be a bit informative explaining the service or product along with UVP and low-risk offers like quizzes or free downloads. The re-engaging ad copy needs to be a bit specific regarding the service or product, describing the benefits. Include reviews or case studies, and a bit risky offers like free trials or sign-ups for newsletters. The remarketing ad copies include much riskier offers like free demos, enjoy 10% discounts, and the like.
Also, consider ensuring dark post ads so that it improves the social proof of the ad, and makes the total ad’s performance better. At every stage, it is of utmost importance to make people buy the product you offer, and they become so fond of the product that they write reviews on Facebook and Instagram, and also have conversations with their near ones regarding your product.
9. Launch the PPC Campaigns and Branded Demand Creation
Now, launch the PPC campaigns after you have developed them, and then collect your primary information and metrics. Generally, most of your traffic and engagements will generate from Facebook. You can’t expect that all of your consumers will convert at the first phase of showing ads, it will take time to make them convert.
The prospecting campaign you made will work at the funnel’s top level, receiving a larger audience who will have a probable interest in your service/product. When more people will start to visit your website, that can turn visitors into audiences. Create audiences for site visitors and for conversions. While you create remarketing campaigns, set your audience to aim or target from the previous 30 days’ site visitors and remove visitors who are already converted.
Then, your audience will start receiving remarketing ads on Facebook and the display network of Google that will get them nurtured down the marketing funnel toward the phase of consideration.
Once your prospects come to the consideration stage, they will start actively searching for your product/ brand (In case, they haven’t been converted already), and brand traffic of Google Ads can begin to increase. Ensure that your ads are developed optimally with the exact CTAs and links to make sure that clients get ways to have their queries replied to from the ad’s initial impression.
10. Campaign Maintenance
Maintain your campaign by split testing and optimization of landing pages to improve the performance. Keep track of your ads, measure the success of the campaign, and take corrective actions to make improvements.
Try A/B testing that lets you play two nearly-same versions of an ad together, with one crucial difference. You are able to change any element you choose such as CTA, the copy, the keyword, or your landing page. Once you find out which version can perform better, take the corrective actions and don’t waste your money on a less-effective version.
Now, you must have got the replies to your questions like how to run a paid search campaign. Or how to do paid search campaign? Or how to do a PPC campaign in Bangladesh? Or how to launch a PPC campaign?
From the above discussion, you must be crystal clear about how to run a successful PPC campaign in Bangladesh 2023. For better results, try hiring the best digital marketing agency, and be free from stress.
You can also read the Best Strategies to Follow for PPC Campaign in Bangladesh.