Google Display campaigns help you increase your brand reach. They increase your audience base and build awareness about your products. Needless to say, Google has made quite an impact on audiences. Such is its popularity that Google has quickly gone from being a noun to a verb.
In recent years, Google has rolled out new options that help you narrow down the target audience for your advertisements. The aim is to boost conversions by targeting the relevant audience. Accordingly, Google provides several bidding options. One such addition is pay per click services that give you a choice to pay for conversions.
Let’s understand what pay for conversion campaigns entail.
What Is A Pay for Conversion Google Display Campaign?
As the name suggests, in pay for conversion campaigns, you pay only when a user converts. Further, once you set a target CPA, you never have to pay more for any lead generation.
Doesn’t it sound too good to be real? Well, it’s not. And such Google Display campaigns drive many potential customers to your website without having to pay a cent.
Pay Per Click in the Times of COVID-19
Over the past few months, several businesses are struggling in the wake of the CoVid-19 pandemic. There are uncertainties and a cash crunch. A Google Display campaign can help you put your business name out there to reach a wider audience. Or you can target your core audience to increase conversion. Either way, if you can pay for the target CPA, you should give PPC a try.
Factors to Consider for a Google Display Campaign
Here are some factors to consider when starting a Google Display campaign.
Are You Eligible For Pay Per Click?
Before you can opt for pay per click services, you have to meet certain conditions:
- Your account should have at least 100 conversions in the last 30 days.
- Ninety percent of these conversions should have happened within seven days of the user clicking your advertisement.
If it takes users too long to convert, or if you don’t have a minimum of 100 conversions, you will not be eligible for PPC services. Further, in some instances, Google may deem an account ineligible at its discretion, and it can choose not to disclose the reason. Although we’ve never come across this message, there is a possibility.
What Are Your Objectives?
It is essential to understand your targets and goals for designing an effective display campaign. These goals act as a measure of how successful your campaign over time. To know whether your efforts were successful, you need to measure against the desired objectives.
Do you want to increase the frequency of inquiries and orders? Are you trying to build a brand? Do you want to improve your search rankings? Are you trying to increase your audience reach? Do you want more potential customers to see your link?
All these are great reasons to opt for pay per click. But you need to define your goals beforehand. Only then can you measure how successful your Google display campaign is.
Is Your Website Landing Page Ready?
Pay per click services is so-called because you have to pay every time a user clicks on your link. But that’s not enough. For a click to convert into a customer, there needs to be a high-quality landing page. Only then can you prompt a user to make a purchase.
With PPC services, you should aim to maximize your ROI from a Google display campaign. Thus, you need to ensure that when a user clicks on a link, they land on a page that focuses on converting clicks to leads and customers. The page should have highly actionable content for better probability to convert visitors into customers.
What Keywords And Phrases Are You Using To Target Customers?
PPC experts recommend putting yourself in the shoes of your prospective customers. Think about what keywords and phrases they might use to search for your products. And then use these keywords to carry out a few searches.
What are the results? Who else is advertising to target these keywords? What kind of campaign are they using? What does their call to action talk about? Who are the competitors?
Try searching a few variations of phrases and keywords. Analyze the advertisers. If there are many advertisers, it could indicate saturation, and businesses are fighting for advertising space. On the other hand, if there are few advertisers, there are no sufficient products to merit search-based advertising.
The one area where PPC services may fail is where your product is a new invention. If people don’t know about your product, they don’t know what to search for.
Are There Any Limitations With PPC?
Well, yes. If your business model uses offline conversions, pay for conversion campaigns will not optimize them. Further, you cannot use shared budgets for PPC campaigns.
A Word of Caution: Keep an Eye on Your Daily Budget
Since Google display campaigns use smart bidding techniques, you have a chance to go over your set budget. To understand this, let’s take a look at how Google’s smart bidding works.
When you pay for conversions, your budget needs to be more flexible. This is because the number of conversions on any given day is more variable than the number of clicks you get. Consequently, when you pay for conversions, you may smoothly go over your average daily budget. Thus, you can use smart bidding to optimize the ROI on display campaigns.
Getting Started with Your Google Display Campaign
With pay per click services, you can choose to pay for either a smart or a regular display campaign. While creating a campaign, you can check the bidding section to ascertain whether your account is eligible to make payment for conversion services.
Google usually provides a recommended target CPA value when bidding. Once you set this, the rest of the setup is similar to other Google Display Campaigns. Follow the industry best practices to ensure success and a higher ROI.