Paid search or Pay Per Click (PPC) is one of the fastest ways to get your website in front of eye balls. Depending your small business and industry, people who search and click on ads are more likely to buy now or in the near future.
To put your competition in the dust, you need to be on the first page of search engines. Entrepreneurs who choose paid search to market their small business are mostly taking the fast route to gain more leads and customers, as SEO can also get you to the front page of search results over time and with the right keywords.
PPC advertising can position your company at the top of the search results almost instantly. For newbies to pay per click, here are some few points that can get you kicking the field with your advertising.
1. Choosing your PPC Platform
Today, several platforms offer pay per click advertising to small businesses and startups, with Google Adwords leading the pack. other platforms include Yahoo! Bing network, Facebook and twitter.
They are not created equal as some services only focus on certain features than others. In selecting the right platform, you need to research and see how your business is performing on some metrics.
At the end of the day, google is the most used ppc adverting platform as millions of searches are performed daily.
2. What is your PPC budget?
You need to research and figure out what it will cost to acquire a new customer. If you are selling a product that brings in revenue for your business at a $800 profit and you anticipate converting 1 out of every 80 visitors then even at a $8 cost per click it will still result in a 100% ROI for your campaign.
When you set a budget, you will need to adjust this budget periodically to make sure your campaign is flowing in the right direction.
There is a steep learning curve to understanding and implementing any pay per click campaign, that's why many businesses prefer to work with a PPC agency from the start.
3. How to understand PPC basics
When you search on Google or Bing, the results on the top and bottom page of search results are usually paid search ads. After setting up and publishing a ppc campaign, your ads will sure in this section of the web page depending on how much you bid on that particular keyword term.
Your bids are against other companies competing for top ad space in your industry as you only pay for clicks on your ads. When you bid higher than your competition, then your ad will sure for those keywords
The big advantage of Pay Per Click is the fact that, you can literally attract instant targeted web traffic to your website - so long as you have a competitive bid strategy for your keywords.
Look at the example below to see where the paid search results show up in the search results.
4. Create relevant quality Ad Copy
Your ppc ad copy needs to grab the attention of someone performing a search. Click are performed when the searches feels you might be a good fit for what they are looking for today.
Your ad title, description and display URL should all include the keyword that brought the searcher to your ad copy.
Start by creating well thought over ad groups that will leverage your campaigns. Create several versions and allocate your budget to ads that are resulting in conversions for your business.
5. Detailed Keyword Research
PPC ad campaigns depend on your keywords to produce positive or negative results, so selecting your keywords will proper research is key to your ppc success.
Make sure to find and select keywords that will convert based on your analytics data. Focus on long tail keywords to save money and get the right people clicking on your ads.
For example; If you sell soccer ball in different colors, you might want to use "buy red soccer ball" this will trigger only people search for this term. This helps you reduce wasteful spending on general keywords like "soccer ball".
6. Conversion Goals
How will you define your conversion goals?
The best conversion goals include; filling out landing page form, phone call, online purchase, newsletter email etc. Make sure you have your conversion goals aligned before completing your keyword research and your final ad copy.
Divine Tumenta is an entrepreneur and professional digital marketing expert who has worked in digital marketing for more than 8 years. He is currently founder and CEO of backlinkfy.com and a go to consultant for startups and small businesses in the USA.
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