PPC Advertising for Beginners
Many small to medium businesses may look at the results that can be achieved via Pay Per Click and think that this is only attainable by large companies with budgets for outsourcing this work but the truth is, anyone can use PPC advertising. We are going to take you through the basic steps to get your business ready for pay-per-click ads.
Goal: As with any form of marketing or advertising, having a strong idea of what your goal is will help you stay focused and ensure you stay on track. It doesn’t matter if your goal is to increase calls to your business or to drive sales, you need to determine what action you want your ads to promote. Your goal should be clear from the outset and you should revert back to it at every stage of this process.
Who are your customers: From your previous experience, what does your customer’s profile look like? This will affect the language you use. If your customers are men aged between 25 and 30, you will speak to them differently than if your customers are women aged between 60 and 65.
Keyword Research: Use tools like Google Keyword Planner to help you select what keywords might work best for you. Put yourself in the shoes of your potential customer and gather terms that they would search. You should include as many terms as is relevant to you. Bear in mind that your customer may not know the name of your company, so include words and phrases that describe a common problem that your customers have before purchasing your product, as well as phrases that explain who you are and what you do.
Landing Pages: This may seem premature but consider where you are going to send your customers after they click on your ad. You want to present them with a page that logically follows on from the message in your ad. For example, if your ad includes the phrase ‘Buy Now!’ you should not send your customer to your contact page and ask them to fill out a form, they were expecting to be able to buy the product, not contact you about it. This could result in them bouncing away and a wasted click for you.
Draft your ad copy: Use an excel document to draft your ad text so you will see how they work together. Try to include as much information as possible about your and your company and include a strong call to action that. Ensure that your keywords that you researched are mentioned in the Headline, ideally, you would have one keyword per ad, however, if you are dealing with a large volume of keywords you should group them into logical categories and create ads for these groupings.
The key thing with ad copy is to ensure that your ad results to your keyword which relates to your landing page.