Pay-per-click or PPC advertising is one of the most effective marketing techniques to drive website traffic. Without a working strategy, it will be challenging to channel efforts to the appropriate activities and attract the visibility new products need to sell.
Research shows 65% of consumers click on PPC ads, and PPC-generated traffic yields 50% more conversions than organic advertising.
So, if you want to create awareness for new products and direct the right audience to websites, consider a PPC product advertisement. However, a successful pay-per-click ad begins with a relevant strategy containing the goals, scope, and step-by-step actions.
To ensure you get the best return on investment in your PPC product launch campaigns, we’ll discuss simple steps to follow for an excellent strategy.
Let’s begin.
What is a PPC product launch strategy?
Pay-per-click advertising is an effective digital marketing strategy that directs visitors to websites through paid and targeted advertisements. The ads are placed on websites or paid search engine results, and brands pay every time a prospective buyer clicks on them. This is why it’s called a “pay-per-click” promotion.
A PPC product launch campaign strategy works to help business owners launch goods or services successfully. It is the roadmap you follow to create campaigns for new services. It includes goals, audience information, and other relevant launch details.
Factors to consider when creating a PPC product launch strategy
Creating the best product launch advertisements involves putting some critical factors into consideration. They include the following:
Goals
There are several reasons to launch a PPC campaign. This includes creating a buzz for a new product through website traffic, lead acquisition, and lead conversion. Whatever your objective is, identifying your goals allows you to create a perfect plan for product advertisement.
So, figure out the goals you want to hit with the campaign. When doing this, make them realistic, specific, and actionable. Rather than a generic aim, narrow them to targeted and attainable plans you can work on to get the right results.
Audience
Another crucial factor to consider is who the ideal audience is. Who needs new products and services, and what can you do to attract them? You can know this by answering the following questions:
- What are their behavioral patterns?
- What are their needs, challenges, and expectations?
- What interests them?
Other factors like age, location, and interests are also essential to help you understand the audience better.
Budget
It’s essential to have a budget for PPC advertising when launching items. Also, knowing what will yield the best return and the amount required to run the campaign efficiently is vital to creating a budget-friendly PPC promotion.
8 simple steps to create an excellent product launch PPC strategy
Creating a functional strategy is key to delivering an effective online campaign. Let’s examine a step-by-step guide to creating a PPC strategy that works.
Hire a PPC specialist
Efficiently running a PPC product advertisement requires hiring experts to oversee the process. PPC experts are trained specialists who have vast experience in running targeted ads.
They take charge of the process by creating and planning various PPC campaigns, analyzing trends, writing persuasive ad copy, and building relationships with leads. Consequently, this reduces workload and lets you supervise and examine if every action aligns with your goals.
To hire the best PPC managers, assess candidates’ skills using the right metrics and tools. These resources will help you know if a candidate has what it takes to run campaigns efficiently. For example, TestGorilla enables screening tests to identify prospects’ knowledge and experience, allowing you to hire experts who deliver excellent results.
Send product launch campaigns emails
Email marketing is highly effective in creating awareness with existing customers and subscribers about a new product. This is because they are direct and personal.
So, email marketing comes first in an era where consumers are looking for less intrusive and personalized communication methods. Accordingly, it plays a prominent role in the PPC product launch strategy.
However, sending engaging and high-converting emails can be challenging and time-consuming. But you don’t always have to begin from scratch, thanks to Flodesk.
This software has the best templates for a product launch email. It lets you tweak and personalize messages to suit your purpose. The tool also updates subscribers about items before their launch to build anticipation, increasing awareness and sales.
Additionally, it’s easier to stay consistent with an email marketing strategy when running a PPC campaign. You don’t have to develop designs or formats as there is a dedicated guideline you can follow on the template. This way, you can create and send messages quickly to inform customers about the product launch progress.
When sending product launch emails, deliver them in stages. First, create a teaser mail as a sneak peek of your upcoming product.
Then, send product release announcement emails, product launch announcement messages, and last chance emails at different intervals. Doing this helps subscribers anticipate the product launch and buy massively.
Choose a suitable platform
Selecting the best platform to run PPC advertisements is a critical element of your strategy. It generates the right results by boosting awareness and developing traffic on the site.
To choose a suitable platform, study your audience and examine where they conduct most of their searches. For example, Google Ads allows businesses to rank based on keywords, relevance, and PPC campaigns’ quality while enabling pay-per-click.
However, note that the best way to succeed with PPC campaigns is to test different platforms. This helps you determine the best for traffic, conversions, and high return on investment.
Choose the right keywords
Excellent PPC campaigns thrive on relevant keywords, making them essential for your strategy. Therefore, conduct adequate research when planning pay-per-click advertisements. Start with finding the keywords that best describe your business and product or services.
Use keyword research tools to facilitate the process and acquire accurate results. This software provides keywords and analyzes them based on relevance, search volume, and competition to select the right ones.
Experiment with less competitive, long-tail keywords, and build your keyword list continuously until you have enough useful phrases to rank on the search engine results. Also, test different keywords to identify traffic-generating and redundant ones. Then, refine your list to retain result-driven keywords and eliminate those that aren’t driving traffic to your business.
Write high-converting ad copy
A creative, benefit-driven ad copy is critical for any successful PPC advertisement. Therefore, create content that conveys products’ perks and speaks directly to users’ pain points and challenges.
Start with an attention-grabbing headline that solves customers pressing problems, and create a sub-heading that converts features to benefits. Remember to keep it precise and straightforward.
Let every sentence spark curiosity, address pain points, and motivate the viewer to act based on the message conveyed. As a result, they’ll visit your website and buy products or perform the action advertised.
Optimize your landing page
As already established, the goal of a pay-per-click campaign is to boost brand visibility and drive traffic to websites. First, however, you must optimize landing pages to turn visitors and leads to paying clients. This includes creating a well-designed page for users to execute their goals, enabling better engagement for increased return on investment from paid searches.
Create a clean and attractive design that enables users to navigate the website easily. Also, create a valuable headline related to your PPC keyword and ad text.
Then, build a concise, easy-to-fill landing page form that doesn’t discourage customers from subscribing to your email list. Finally, create a visible call to action button that guides visitors on the steps to take on the site.
Optimizing landing pages draw visitors deeper into the sales funnel to convert and retain them. Therefore, make your website attractive, easy to use, and functional to drive expected outcomes.
Launch your product campaign
After setting goals, sending launch emails, conducting keywords research, and putting other factors in place, the next step in your strategy is to launch your online ad campaign. However, before you commence, ensure you test your advert for loopholes and fix any inadequacy.
Analyze your campaign
Creating a PPC product launch campaign is a continuous process. Therefore, do not adopt a one-off approach; monitor the advertisement to track performance and make changes where necessary.
The best way to do this is to evaluate progress using specific metrics like click-through rate (CTR), conversion rate, cost per acquisition (CPA), quality score, and return on ad spends (ROAs). These metrics provide deep insight into the PPC product launch performance to see if you get the best value for your money.
Conclusion
An effective PPC product launch strategy is critical to an excellent campaign because it serves as a roadmap for business owners and PPC managers to follow. This article discussed eight practical ways to create a functional PPC campaign strategy.
To do this, hire PPC managers, send product launch emails, choose the right platform and keywords, create a compelling ad copy, optimize your website, launch, and track the campaign. Finally, have goals, know your audience, and have a budget.
Author Bio:
Lydia Iseh is a writer with years of experience in writing SEO content that provides value to the reader. As someone who believes in the power of SEO to transform businesses, she enjoys being part of the process that helps websites rank high on search engines.
Last Updated on March 31, 2022
