Pay-Per-Click (PPC) advertising is a great way to supplement your organic search strategy. It’s such a viable strategy, in fact, that Google is estimated to bring in over 146 billion in PPC ads.

A well-structured PPC campaign can help you capture new leads while simultaneously enticing those customers who visited your site but didn’t complete a purchase. At least, if you know what you’re doing.

In this article, we’ll show you how to create a PPC campaign that works for your marketing budget and goals. So be sure to keep reading, because this article could help you boost your ROI!

Plan Carefully Or Prepare To Fail

Benjamin Franklin once wrote, “If you fail to plan, you’re planning to fail.” While his words weren’t explicitly about advertising, the mantra certainly rings true today.

Yet so many businesses — particularly small businesses — still ignore this advice completely, instead choosing to launch headfirst into a campaign.

You might not be surprised to hear that in most cases, the result is wasted advertising spend and a campaign that doesn’t even work. Learn from their mistakes and come up with a comprehensive marketing plan for your upcoming campaign.

If you’ve never created a marketing plan before, there are some fantastic tutorials online that can help outline your PPC campaign goals.

Stop Focusing On Generalized Audiences

Advertising businesses online gives you access to a greater audience, but that doesn’t necessarily mean you’ll want to cast a wider net. On the contrary, you’ll often want to do the opposite.

This blog post from The HOTH does a great job of explaining the significance of audience targeting by using the software-as-a-service (SaaS) model as an example. Imagine spending millions of dollars just to reach the wrong audience!

You’ll need to have an in-depth understanding of your audience, their browsing habits, how they speak, and what they need from a business like yours. The more data you have, the more targeted your campaign will be, which in turn increases your chance of a high return on investment.

Utilize Retargeting Techniques

Let’s say you’re using the right types of keywords, you’ve crafted some great copy, and you’re seeing some visits to your site. At the same time, most of those visitors leave your website without making a purchase.

It might feel like a lost sale, but this brings us to one of the most effective PPC campaign elements: retargeting.

Retargeting is the process of tracking would-be-customer activity across the web and serving advertisements after their visit. You’ve probably run into a retargeting effort without even realizing it if you’ve ever had a company email you after you abandoned your cart.

Retargeting can improve your campaign’s ROI by as much as 200% in some cases, so don’t sleep on this awesome technique.

Create A PPC Campaign Worthy Of Your Business

Learning to create a PPC campaign takes time, effort, and a whole lot of customer data. But if you get your ducks in a row before starting, you shouldn’t have too much trouble.

Remember, the stronger your plan, the likelier you are to succeed.

For more tips on growing your business, be sure to check out the rest of our marketing content!