Feb

21

Starting A PPC Campaign

Filed Under Adwords and PPC | 2 Comments

 Starting A Pay Per Click Campaign

 

Pay per click advertising is an on-going and growing arsenal for all entrepreneurs world wide. Whether you have a small business or a large business, buying a search engine placement definitely be advantageous.

Why fight a never ending battle against some of the worlds best webmasters who have years of experience and are dedicated to search engine placement 24 hours a day, 7 days a week?

Don’t fight the battle, win the battle by utilizing pay per click search engine marketing!

Testing Your Market Place…

If you’ve never attempted a pay per click campaign, a good idea is to start with a small budget in order to test your market place.

The key is to find what your potential customers are searching for. There’s no better place to test that out by going to Google. Google allows you to pay for a small ad at the top and off to the right of the page within the sponsored links search results.

Huh? If you’ve never seen these small ads within Google, go to: www.google.com and do a search for pretty much anything you like.

If you type in "web design" in google’s search engine, you will no doubt get the regular organic results on the left, as well as the list of sponsored links off to the right and above the organic results.

Please do yourself a favor and dedicate yourself to a small ad within Google in order to learn the ropes, but use caution. Placing an advertisement sounds simple in theory, but you must be in control of daily account limits. Set a budget and be prepared to invest in clicks to test your niche.

You need to determine the key words and phrases that your potential clients are typing in Google when it comes to your product or service. This is not guess work. There are many tools online, some free and some not, that allow you to research keywords. A new one is Google Cash Detective 2. Use them.. Google even has a free keyword tool that you can access within your Adwords account.

In my opinion keyword research is crucial, especially if you have a limited advertising budget. You should drill down into your niche and build a keyword list based on high search volume and ideally low advertiser competition.

Upon loading your keywords into your Adwords campaign, Google assigns each keyword a quality score. This score is determined by Google on how relevant they see your offer in relation to a particular keyword. Your aim is to get the highest possible quality score for your keywords. The higher your quality score, the more chance of Google rewarding you with cheaper clicks and optimum ad placement.

So, to get a high quality score you need to pick relevant keywords to your niche/offer. If you are selling a product you should try and find money keywords. For example any keyword phrases that include words like:

  • get

  • rid

  • buy

  • buying

  • purchasing

  • purchase

  • how to

  • how

  • cure

  • fix

  • repair

  • order

  • ordering

  • help

  • treatment

  • solution

etc etc etc. You get the idea.

Determine how much you are willing to spend. Set a default keyword bid, this bid covers all of your keywords in a particular campaign. This will help determine your initial rankings in sponsored links search results. When you start to receive impressions, you can then bid on individual keywords. More on that later. Set a daily limit and a monthly limit.

The amount of advertiser competition in your chosen niche will determine how much your clicks will cost. However, this is not the only factor that affects the cost per click (cpc).

Pay Per Click marketing is not a set and forget method of advertising. It is a good idea to check your campaigns on a daily basis (depending on how much activity there is in your Adwords account). You’ll no doubt need to adjust variable factors to optimize your campaigns.

Not long after you set up a campaign you should start seeing impressions. Impressions are the amount of times your advertisement has been served by the search engine. Once you start getting impressions you will see where your ad is positioned in the sponsored link search results for each keyword. This is the figure in the avg. position column. You can then start to adjust your bid amount for each individual keyword depending on your campaign strategy, and what position you want your ad to be in.

For best results you need to land on the first page of search results. If your ranked outside of the top 7 or 8 you should seriously think about increasing your bid for that particular keyword. On the flip side, if your ranking at position 1 or 2 you may want to consider decreasing your bid. Positions 3, 4 and 5 have averaged out to be the prime spots for my campaigns. You can choose your preference of ad position in the section of your campaign settings. But this alone does not mean you will be placed there.

Try coming up with an ad that’s catchy and to the point! Google has limits on what words you can use in your ad copy and the size of your ad. Trial and error is probably the best method when writing an ad, you will be prompted to make the necessary changes if your ad is not within Google’s guidelines.

I’m not an expert ad writer but one thing you should always do is split test your ads. Always have two active ads for each keyword to determine the best performer. The click through rate (ctr) is the measurable factor. The higher the ctr the better performance of the ad. A well known ad writing tip is to capitalize the beginning letter of each word.

Let your campaign run for a week, then assess your advertisements. Your goal is to increase your ctr. Write ads with the intention of trying to beat the ctr of your best performing ad. Do NOT delete your lesser performing ad. Let it continue to run for 3 days after you launch your 3rd ad then Pause it.

Please Note: I am using Google Adwords as an example because of how easy it is to log into your account at any time and check to see how many impressions of your ad and how many people have actually clicked on your ad to visit your site.

Assuming that your ad is all set up and already on the way. Now you can return to Google, log into your account and see how campaign / campaigns are performing.

It might read something like this….

KEYWORD: types of cacti IMPRESSIONS: 2000 CLICKS: 100

KEYWORD: buy a prickly cactus IMPRESSIONS: 5000 CLICKS: 10

Now you will get a much better understanding of what your potential clients are searching for and what they are actually clicking on. Clicks are one thing, conversions are another.

The keyword types of cacti has generated ten times more traffic than buy a prickly cactus . Upon further inspection (if you had tracking in place, a subject for another day) you found that 2 of the 10 clicks on buy a prickly cactus converted to sales. However, 0 of the 100 clicks on types of cacti converted into a sale.

So based on this analysis, you’d soon realize that even though the click through rate (ctr) of types of cactii is 5% compared to 0.2% for buy a prickly cactus it turned out to be a non profitable keyword. If this was my campaign, Id delete the types of cacti keyword, then focus on improving the ctr on buy a prickly cactus by writing better ad copy.

KEY NOTE: Try to experiment with this as much as possible and as quickly as possible so you can cut your losses, but ppc advertising is not cut and dry, you should give your keywords a fair go. As a general rule of thumb, if you have 100 clicks from a keyword with no conversions, then I would scrap it.

You now have the very basic knowledge to plan out a pay per click campaign. Always remember to set yourself a budget for your search engine campaigns and stick to it.

As you’ve no doubt heard, you can, and people have, lost their shirt trying to succeed with pay per click marketing. It can be extremely frustrating and expensive. Be prepared to invest in your campaigns, information products and software to help you on your road to success. Persevere, be determined and don’t give up. Good luck.

 

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