Pay Per Click campaigns (better known as PPC) is a great way to increase traffic to your website by attracting targeted visitors with the aim of converting them to customers. The idea here is that the advertiser will pay for the published ads only when these are clicked by visitors that they will be redirected to the advertiser’s website or landing page.

Although its popularity and potential benefits for those websites that are not performing well organically, rushing into a PPC campaign without being prepared will have the risk of leading to less than optimal, or even disappointing results.

If you’re wondering whether you´re ready for a PPC campaign that will boost the traffic to your website, keep reading!

1. You have defined your goals


Before investing time and resources in a PPC (or any) campaign, you need to make sure you know exactly what are you trying to achieve and how will you know you’ve got there. Weather is to increase sales, the number of visits, create brand awareness or encourage new visitors to sign up for your weekly newsletter, knowing what you want to achieve with your PPC campaign from the beginning will help you reach your target result effectively. An important thing in this stage is to ensure that your goals are realistic and achievable. Make sure you talk this through with your agency of PPC expert to avoid disappointment!

2. You know your target audience

target audience

Just like any other kind of media, to create a successful PPC campaign, it is fundamental that you know who do you want to appeal and get results or sales from (unfortunately, “I’d like to appeal to everybody” it’s hardly ever the right answer when doing marketing!). Find out who your visitors are, what they like, where they came from and what problems could you help them overcome with your products to create compelling campaigns that will attract them and encourage them to start doing business with you.

3. You have the right landing page in place

Landing Page

You’ve made it! You have managed to make your site noticeable, and new visitors are clicking on your ads than ever before. The problem is, though, that just a few seconds after they land on your website, they quickly leave it and go somewhere else.

The issue might be your landing page (i.e. the page on your site that customers “land on” when clicking on your ads. The major goal of your landing page should be to turn site visitors into leads and sales. If visitors don’t see a correspondence between the ad and the content of your landing page it is very unlikely that they will “convert” into customers. Your landing page should contain relevant content that adequately addresses what your visitors are looking for after clicking on your ad. This being said, avoid the temptation of leading your PPC visitors to your homepage! A tailored and compelling landing page will be more likely to bring conversions and improves the CTR.

4. You have established an appropriate budget

Yes, we all know that a PPC campaign will cost money, but how much should you budget for it? A good start point is to look back at your goals: if your goals and your idea of a budget do not intersect, you might not be ready for PPC just yet. Furthermore, your budget will probably be different depending on your industry and how much competition exists for the keywords (those words that you’ll choose to buy to make your ad noticeable to the public), and you might also want to save some money to test and learn in the process. Finally, even after you managed to achieve satisfactory results, a PPC campaign will require ongoing investment to keep it up to date and ensure it is an integral part of your marketing strategy.

5. You have allowed a reasonable time frame

Finally, even if you’ve managed to set realistic (but challenging!) goals, successfully identified your target audience and tailored your message to appeal to them, developed a killer landing page with a strong call-to-action for your new visitors, and budgeted effectively for your PPC campaign, you will probably not see the results you’re hoping for overnight. Also, PPC campaigns require an investment of time to look at the reports and see what is working, what is not, and adjust if necessary. Allow yourself a reasonable time frame to achieve your goals and don’t get disappointed if you’re not doubling your sales after just a week!

We hope that this guide will help you recognise whether your website is ready or not to kick off a rewarding PPC campaign. There will always be people looking for products or services like you offer; now you just need to make sure you’re ready to be found ;).

Are you looking to start or have started a PPC campaign? Is there anything else you’d wish you’d known before doing so? Let us know in the comments below!