Do you own a pet business? Do you need to do digital advertising, but not really sure about how to do it?
First, it’s important to understand what exactly is PPC. Then, you can understand how your pet business can make the most of PPC.
What is PPC?
PPC stands for pay per click. It is a type of online advertising that, as the name suggests, charges every time a customer clicks on the ad, rather than paying a lump sum. PPC advertising can be through Google in the form of text ads or more visual ads on social media platforms such as Facebook or Instagram. Google ads will display at the top and bottom of the search results pages, while social media ads will display in news feeds and stories.
So if you pay every time someone clicks your ad, is it an expensive form of advertising? Fortunately, you won’t have to pay a huge, unaffordable amount of money to run a PPC campaign. Instead, the opposite is true. You can cap how much is spent per day, and how much is spent per click. There is no minimum amount to spend, so PPC can be an affordable option for small businesses. However, the more you pay, the higher position your ad will have, or it will be able to be shown more often and to more people.
Now you have a basic understanding of what exactly PPC is, you can think about how it will help your pet business.
How can your pet business make the most of PPC?
The first thing you have to do when setting up a PPC campaign is to undertake keyword research. PPC campaigns involve bidding on certain keywords. If you are paying enough, your ad will display for certain keywords people type in to search engines. However, if you do not have the right keywords, your ads may not display, or you will not get the target audience clicking on your ads.
To know what keywords you need to include in your campaign, you need to undertake keyword research. One of the easiest ways to do this is by using Google Ad’s Keyword Planner. Simply select keywords that describe your business, or use your business’ URL, and you will see a list of keywords that you could potentially use.
These keywords can also help to frame your content marketing strategy, as you can also use these keywords to get your website ranking organically.
One of the great things about PPC campaigns is that you can choose exactly which audience sees your ads.
You can use metrics such as location, gender, age or interests to narrow down who your ad is being served to. The more specific you make your ad, it becomes more likely people who are actually interested in your product or service will see the ad. However, make sure you don’t go too specific and risk nobody seeing the ad.
These specifications can work well for pet businesses. If you are only selling a product to one type of pet, such as dogs, you can target people who are interested specifically in dogs, not just pets in general. If you have a shop with a physical store, you can target people who live within a certain radius of the shop and who are more likely to visit.
Rather than running a traditional marketing campaign, you can undertake a PPC campaign with a much more focused, specific audience.
Eye-catching images and videos
One of the advantages of having a pet business is pets. They are cute and eye-catching; great to make people stop scrolling on their phones and click on your ad.
If you’re thinking about a Facebook or Instagram advertising campaign, you can get creative with the images and videos you use. You can use these images to capture the attention of your potential customers, while also expressing your brand voice. While it can be tempting to just use a cute photo of your animals, make sure the images still show what you’re selling or are relevant to your brand.
Keep in mind that there are certain guidelines you have to follow in regards to images and videos. You’ll want to avoid using text-heavy images, and will need to ensure images are of a high enough resolution.
When it comes to copy for PPC, you’re limited by how many characters you can include. For example, Facebook ads only allow you to have 40 characters in the headline, 30 characters in the description and 125 characters in the primary text. This can mean it’s sometimes a struggle to think of a creative, eye-catching headline that is within the limited character count.
However, this doesn’t mean you can’t get creative. Remember the keywords that you researched earlier? This is where they will be helpful. Use the keywords in the heading or description where necessary.
With both Google ads and social media ads, you can make various ads within the same ad campaign. This gives you the opportunity to test different copy and see which resonates with your audience the best. If some copy isn’t working or you don’t like it anymore – don’t worry! You can alter your ads at any point during your campaign in order to try and get more clicks.
Make sure to monitor any PPC ad campaigns you run. This will allow you to ensure you’re achieving your goals and getting enough clicks for your budget.
Want to run a PPC campaign for your pet business but don’t know where to start? Talk to Patch Agency today to start promoting your business online.