Welcome to the November 2016 edition of the WEB ROI video tip series.
This month’s video looks at the right way to get your pay-per-click (PPC) campaign off the ground without costly or time-wasting headaches.
- PPC ads are a great way to give your business instant visibility on Google & other search engines
- Before spending a single dollar or writing a single word, you need to plan out your PPC program
- Without a solid strategy, you can burn through your PPC budget very quickly
- In order for PPC to work for your website, there are three key questions you must answer
Why should you use PPC for your business?
When done right, paid ads are totally worth it when it comes to instantly generating more leads for your business.
Here, in a nutshell, is why PPC works:
- Only targeted people see your ad. Unlike say, a billboard which gets seen by everybody (i.e. children, students, seniors, etc.), your PPC ad is only seen by people looking for it.
- You only pay when someone clicks. That billboard costs you the same whether one person or 100 people notice or ignore it. If someone sees your PPC ad but doesn’t click it, you pay $0.
- You’re in total control. From the daily budget to what the ad says to where it leads, you get to decide how customers see and interact with your PPC campaign.
And just like everything else you do for your business, your pay-per-click ads have to accomplish something for you.
What that something is – and how it gets there – is determined in the planning stages of your campaign.
Here, then, are three questions you should ask yourself before getting your PPC ads up and running.
Need help setting realistic & measurable goals for your PPC campaign?
It’s full of great tips and easy-to-use information.
Question 1: What are your goals?
Unlike print or radio advertising where you hope somebody picks up the phone or visits your website, paid ads allow you to set and measure specific goals and results for your business.
For example, should your pay-per-click ads:
- Promote a specific product or service? Maybe you have extra inventory you’d like to move or you’re a seasonal business looking to maximize your operating window.
- Get people to download something from your site? If you’re offering a free guide, your PPC ads can encourage people to download it. It’s another way PPC can deliver leads for your business.
- Allow people to get in touch with you? Remember, your PPC ads are only seen by people looking for them. It makes sense for your ads to make it easy for people to contact you.
Without setting goals, you’ll never know just how effective your pay-per-click ads are.
All you’ll see is money being spent without results being delivered.
And that can lead to costly and frustrating PPC headaches.
Question 2: What keywords do you want to associate with your business?
Let’s imagine you’re a building and landscape supplier looking to promote interlock paving stones.
What words do you want people to type into Google that’ll make your PPC program’s ad to appear?
Look at this list of potential keyword ideas:
- Interlock paving stones
- Free interlock stones
- Paving stone ideas
- Interlock paving stone delivery
- Quality interlock paving stones
- Driveway and patio interlock paving stones in Toronto
- Some keywords are simply too expensive to rank for because there’s too much competition for them (interlock paving stones).
- Some keywords don’t match with what you’re promoting. For example, you aren’t giving away free interlock stones. And paving stone ideas are probably people looking for design patterns.
- On the other hand, something like driveway and patio interlock paving stones in Toronto is very specific in terms of what you’re offering, to who and where.
The right keywords will be seen by the right people.
And the right keywords will make sure your PPC costs remain as low as possible.
Question 3: What’s the budget?
A quick refresher from above:
- When your ad simply appears on Google and other search engines, you don’t pay anything.
- When someone clicks on the ad (and that’s a good thing), you only pay the max cost-per-click you’ve established in your pay-per-click account.
When a PPC campaign is truly humming along, that max cost-per-click amount gets lower and lower.
But if you aren’t careful (or even worse, if you’re ignoring your campaign), those costs can also go up.
Way up. And fast.
Pretty soon, your daily budget is burned and your ad no longer appears to people who are highly interested in it.
And that leads to annoying PPC campaign headaches which never seem to go away.
Need help setting up your PPC campaign? Contact us
You’ve established that PPC ads are a great idea for your business.
And now you know what to consider before starting your program.
Next up is to contact us now to get started.
We’ll meet, talk about your business needs and develop a PPC campaign that’ll help your business grow.