Connor BrookeWhether you own a large or small business, you probably know how hard it can be to acquire new customers in order to increase your revenue. So if you are still struggling with this issue or just looking for an opportunity to maximize your profits, it is very likely that Pay per Click (PPC) Advertising can help you.
For those of you who haven’t heard of it yet website PPC is one of the most efficient ways to grow your business, acquire new customers and increase your sales. Popular companies like Amazon use this type of advertising on a daily basis. But how does this whole system work and are there any specific things you have to beware of in order to succeed?
Pay per click advertising involves setting up ads for your site, but you only pay for those customers who land on your website by clicking on the relevant link. While it’s a simple concept, PPC website management can be very time consuming or involve trial and error to figure out the best methods for your website.
The first thing a company looking to start using website PPC needs to do is to hire an experienced, professional PPC management company that offers these kinds of services. But you need to consider that you don’t just want any sort of company. Since this step is vital in the whole process you should choose to work with a professional and experienced PPC management company in order to avoid being scammed or investing money for nothing. For the best possible return on investment, it’s best to look at companies that offer a wide range of search engine optimization (SEO) services; so that you can ensure that you aren’t missing anything that could be important for your overall Internet marketing campaign.
Once you have chosen the best company for your online marketing needs, you want to work closely with them to set up your campaign. The first step is to consider what keywords are best for your industry and services. Keywords are the individual words or phrases that people are most likely using when looking for what you are offering. Let’s say you have a company that sells electronics. An obvious keyword phrase might be “cheap electronics” but this is a very general phrase, and usually it’s best to be as specific as possible when considering keywords. A better option might be “cheap computer electronics” or “cheap electronic parts.” Big companies and businesses have determined thousands of different keywords to maximize their revenue. A professional PPC management company has the tools and resources to research just what the best keywords are for you based on competing companies, number of searches done for each keyword, and what’s the best combination of ideal keywords to use for your specific Internet marketing campaign.
The next consideration is where to place your ads. Going back to our example, if you are selling electronics parts for computers, it’s probably not in your best interests to advertise on a website that is devoted to quilting. Instead this ad would need to be placed on sites that are related to the industry, such as a DIY computer repair website.
Once you have a Pay per Click campaign setup you need to also look at remarketing. Remarketing is a little spooky but the effects are awesome for businesses. If you have ever done a search for an item and then started seeing ads for that item or website you were remarketed. Once a person visits your website from your pay per click campaign and does not buy you have an opportunity to get them back to your website with remarketing.
It’s easy to see that there’s a lot that goes into the perfect PPC management campaign and that the wrong methods can have negative consequences involving loss of potential customers, income, and wasted time and resources. However, hiring a professional PPC management company will be well worth the investment.
This article was written for Business 2 Community by Connor Brooke.
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Great info! Never thought of PPC Advertising. Will look into to see if it’s right for me!
Great tips! I’ll definitely have to look into this
Awesome tips! Thanks for sharing Richelle!
I’ve considered PPC, but I always get scared about how much it would cost me. Thanks for posting!
Hi Hillary, You can set daily budgets. AdWords is pretty good about staying within the budget on a daily basis but I have never seen them go over the monthly budget.
Actually, the first step is to know what you can pay for a sale, and whether it’s cost effective to lose money or break even (if you get repeat sales), or whether you have to make a profit at the outset (that usually comes later, break even as quickly as possible is a brilliant place to be).
Having worked that out, choose your most popular or profitable product, and do what Google says and write an enticing ad about the landing page of that product. Remember your ad is the ambassador for the landing page, so you have to deliver the goods on the expectation of the click. Don’t make false promises, and remember that a sale at this stage is going to be a bonus – it’s the market research data you want first and foremost – and for that, you have to be prepared to pay.
Ideally, you’ll write several ads because no single ad (or even several) can do justice to all the different features and benefits, and appeal to all the different potential buyers out there who all have their own desires. My Clients have dozens of successful ads in their ad groups. Remember both the ad and the landing page need a clear Call to Action.
Let Google scan your page and suggest appropriate keywords – they know better than any other source what these are, so quit the paranoia and trust them.
Select only a few of the most closely matching ones, and bid ONLY on the [exact match] variants. Go with all the campaign defaults, but choose Google Network ONLY (no Search Partners) and set a -100% bid on mobiles for now.
Then, set aside a disposable budget to buy 100 clicks with no expectation of a sale. Make sure you’re tracking the sale conversion so you know if it happens, and what it cost to get it.
We’re hoping for 1 sale out of 100 visitors (1% conversion rate). Stop the campaign after 100 clicks. Did you sell? If not, you’ve got a serious problem you need to identify and fix. If traffic is slow, you could also bid on “phrase match” variants of your keywords. DO NOT EVER START OUT WITH BROAD MATCH KEYWORDS.
If you sold – great! Now you know you actually can sell online.
But, did you make a profit, or break even?
Forget all about Display ads, Remarketing and so on, until you can make Search work profitably. If you’re an ecommerce Merchant, you want to start with Shopping or Product Listing Ads campaigns first, as they can be the cheapest and form a great basis for keyword discovery where Google does all that work for you.
My upcoming book at http://www.clickscustomerscashflow.com/ explains how all this works, so go sign up for your free review copy now.
Thanks for reading!
I forget to mention that when this all works to your profit, there’s no such thing as a Daily Budget any more – my Clients are unlimited.