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How To Set Yourself Up For Success In PPC Marketing In 2021

Connor O’hanlon
Connor O’hanlon

PPC Technical Manager

PPC marketing in 2021

2020 was an unprecedented year as a worldwide pandemic shutdown economies and changed the world as we know it potentially forever. With exciting vaccine developments in November and December, 2021 looks like a good year of recovery as things will likely come back to normal. With this recovery, more businesses will reopen their doors, entrepreneurs will start new companies from scratch and everybody will need marketing to help them successfully reach their goals in 2021. Below is the checklist to set your business up for success in PPC Marketing in 2021.

Determine Your Business Goals

Determining your business goals is the most important piece of the puzzle to generate success in your marketing. Whether the goals are to generate 2x more in sales or complete 15 on site estimates per week, setting realistic goals will help determine a proper budget and strategy for the marketing campaign. As mentioned above, the goals must be set realistically and must be attainable for your budget, no matter how big or small.

Determine The Right Budget For You 

Now that you have your goals identified, your budget is very important, and although it can be constantly adjusted, it is best practice to have an idea of what you can spend and what Return on Ad Spend you need to make in order to generate profit for your business. It is always good to get an idea of what you can spend on marketing for the year as this will help your business find new customers and continue growing from beyond your current base of customers and their word of mouth. There are many tools out there to help you determine what a good budget might be and many of the platforms have their own projections on what your business could generate with certain amounts of spend. A few that our agency uses are Spyfu, Keyword Planner, Google’s Performance Planner and a few across the other networks like Facebook & LinkedIn.

Determine The Right Platforms To Advertise On 

Advertising platforms like Google Ads, Facebook, Microsoft Ads & LinkedIn are just a few that can help you achieve your goals, but the right platform will largely be defined by your business goals and your budget. Typically we find that platforms like Facebook and Bing are generally less expensive than others, but have their pros and cons, but would likely be a good place to start with smaller, experimental budgets. Google is great to capture people’s intent and show at the exact right time people are searching for your product or service. LinkedIn is generally a more expensive platform for B2B advertising, but reigns supreme in demographic and firmographic targeting. While all platforms have their pros and cons, determining the right one for you by testing them, is the practice we suggest most often.

Develop A Good Website or Landing Page 

No matter how clever the ad copy is, how large the budget is or how perfect the campaign set up is, none of this will matter if you don’t send your users to the right website or landing page. Time and time again, as a consumer myself, I have seen a great ad or product that peaked my interest and caused me to click on it to enter the site, only to be disappointed by a broken page, a page that isn’t mobile responsive, or a page with nothing to do with what I was looking for when I clicked. All of these and many other factors will lead to high bounce rates, wasted ad spend and lost potential customers for your business. No matter how well the ad campaign is set up, the landing page or website you are sending traffic to has to be appealing to customers, load fast and be a good combination of information and calls to action, so those clicking can easily find a way to reach you and become a customer, without this, your campaign will likely hemorrhage money.

These are just some of the important parts of the checklist for your company to be successful in PPC Marketing in 2021. Determining your goals, budget, platforms & strategy and having the right website is the bedrock for success in Marketing online these days. Finding the right partner can help eliminate the guesswork in all of this as industry expertise is the final key to unlocking your business’s potential growth. If you are looking for help to grow your business in 2021, we at SmartSites can help! We utilize our years of digital advertising expertise and strategic planning to identify the right solution to help you grow your business. Schedule a free discovery meeting to see how we can help you today!