Theoretically, Pay per Click (PPC) advertisement has leveled the playing field for small businesses, but when they try to play with it they burn their hands, mainly because they do not have a team of PPC superstars who optimize a PPC campaign for them. But this is not how it is supposed to be, as it defeats the whole purpose of digital marketing, whose goal was to help small business take control of its marketing activity.
In this article, I am going to give you a step-by-step guide to PPC marketing, following which will enable you to put your won PPC campaign live.
Step-by-step guide to PPC
Step 1: Know your customer
Before you start bidding on keywords, you should know where your customers are located and who they are. This is an important step in the process. You need to make a profile of an idea customer whom you would like to target with your PPC Ad campaign. Understand your customers’ needs, their motivation, and why they would want to buy from you or your industry.
Step 2: Know your market
The next step is to gauge your competition. Make a list of companies offering products similar to yours and analyze the ads they have built, if they use PPC. You should also make a list of alternative products in the market. The idea is to make a complete profile of all the products and services being offered in the market which can affect the demand of your product.
Step 3: Make a list of relevant keywords
Like SEO, PPC also operates on the basis of keywords. You need to conduct a keyword research and find the list of keywords that your visitors type in a search engine when he has to look for a product that you are selling. When making a list, always keep in mind that each keyword that you will bid for will cost you money, so always use relevant keywords for the purpose.
Step 4: Craft a headline
There is only so much space in a PPC text ad, so every word is important, particularly in the headline. Use cautious deliberation when crafting a headline. Give it adequate amount of time and keep playing with it until you find a headline that looks quite tempting. There is a common mistake that people make when writing headline. They choose the first one that comes to the mind. This is a bad practice. As a rule of thumb, you should always discard the first headline that comes to your mind. They are rarely worth the second look.
Step 5: Write PPC ad copy
As briefly mentioned in the above step, every word in a PPC ad is precious. You should be very watchful when including any work in your ad copy, as it costs money. Do not include any useless word. It will dilute the impact of your ad copy. Be concise and to the point when writing an ad copy. While writing it, always keep in mind that the goal of your ad is not to sell, but to make people click on it. Selling should be handled by the landing page.
Step 6: Geo target your ad
Every click on your ad will cost you money, so you should be watchful of whom your ads will be served to. For example, if you do not have any business interest in say Los Angeles (or any city in your country) then why would you like your ad to be delivered to searchers in LA? Geo target your customers, and fine-tune your delivery.
Step 7: Use negative keywords as filter
One way to avoid false or untargeted click on your ad is to use negative keyword to filter the target audience to whom your ads will be served. Let’s say you are selling some software products, and do not wish your ads to appear to those who wish to get a free download or pirated piece of the software. To make sure that your ad does not get served to freebie seekers, you can use free, download, free download, torrent, crack, and ware, etc., as negative keywords. Once marked, your ads will not be displayed to people entering these keywords.
Step 8: Use text as a filter
Another way to filter out unwanted click is to strongly mention in the text of your ad your intension. If you are a wholesaler and do not want end users to click on your ad then you can enter words like “bulk deal only”, or “order at least 10 pieces”, etc. You need to indicate in your ad that you do not serve to individual customers. You can do this by mentioning lot size in the ad copy. You can also push information seeker from clicking the ad by indicating that it is an ecommerce website, not a portal that shares information.
Step 9: call to action
The next step in the process is to include a strong call to action in the ad copy. Do not just include click here if you are offering a strong freebie. You can use the phrases like “click here to download free eBook”. Make sure that the promise you make in the call to action line is fulfilled on the other side when people click on the link. There should be a strong connection between the call to action and landing page, that is to say.
Step 10: Test your URL
Testing URL in the ad copy looks to important to be missed by any marketer, but still people do commit mistake. Test your URL before putting the ad live. To make the URL legible to the searchers, make it Title Case, like YourDisplayAddress.com. And you should also ascertain that the display URL is same as the actual clickable URL
Testing your ad is very important. It will save you a lot of money. It will tell you which ad is converting well and which does not. Drop the ones that do not fare well, and keep the ones which converts.
If the above given steps sound complex, or you feel you cannot do so many things than you should consider hiring our virtual assistants who have years of experience in doing this kind of job. Just write us in, and we will help you put your PPC campaign live, without costing you an arm and a leg.