PPC – Pay Per Click Advertising

Question: If you could make $20 every time you spent $10, how much would you want to spend?

That’s the goal of Pay-Per-Click.

Of course everyone wants free traffic, but search engine optimization is complex, usually more expensive, and takes longer. PPC can deliver a quick hit of business to get you moving quickly, it can fill in gaps when you’re slower, and is a tool every business should use.

Think of PPC like renting a house that’s already built. SEO is like building a house from scratch. Buying an already-ranked website that’s performing is like buying a house that’s built (we do this too).

Related to this is a concept called “remarketing” – which is marketing to people who have already been on your website (or to a specific section of your website).

You can manage Pay-Per-Click yourself if you choose (it will take more time, like anything), or hire us to manage your account.

Vocabulary you need to know:

  • Conversion: Whatever action you want to happen, usually a form submission (i.e. lead captured), sale (if selling via e-commerce), appointment scheduled (via online calendar self-scheduler), etc. Also called “goals” in Google Analytics, and you can have multiple goal-types (lead, sale, etc.)
  • ROI: Everyone gets the concept, but you need to track profitability like a bloodhound. There’s a huge difference between spending $101 to make $100 vs. spending $99 to make $100. You need to know your cost-per-sale / value-per-sale and value-per-client. There’s no wrong metric, but you need to know the numbers for your business.

PPC Pay-Per-Click Tips:

  1. Watch your keywords like a hawk. Google wants you to get some success, but they also want to bill you as much as possible, so they’ll find you every possible related keyword or keyphrase. Usually, only a small percentage of them are bulls-eye targets for your service or product. Don’t just blindly add keyphrases, and when starting out, be very, very targeted even if it’s not as much traffic as you’d like. Remember, the goal here is spend $10 to earn $20 – but if you’re sloppy about it, you’ll spend $20 to earn $10 – in which case, you don’t want big traffic because losses scale up as fast as wins.
  2. Know your audience schedule and match it. If your audience buys on the weekend, target that, but if you only sell office copiers, you’d probably want to start with 9am-5pm then expand from there to 8-6 or 8-8. Test it. Don’t guess, or you’ll be at that point gambling. Adwords and other types of PPC is far more science than art, and requires careful attention to ROI. That said, your bids should match conversions.
  3. Track from End to End – meaning from search on Google, Bing, Facebook, Youtube all the way through your site until completion. This takes some setup, but will take you from guessing about profitability into knowing exact numbers and then being willing to spend more (and thus earn more, since you’ll see exact numbers). All your products / services are probably not the same value / profit to you, and knowing the numbers will allow you to outspend competitors while still being profitable.
  4. Never target Search and Display Network in the same campaign. The audiences differ, and their intent differs. Furthermore, Display Network should be your 2nd base after you have a profitable search campaign, for most cases. The goal is to be as razor targeted as possible to intent, which will cost you less but earn you more, and audience mindset and current location is a factor in net profits.
  5. Use keywords in the campaign ads. This is a no-brainer for insiders, but untrained business owners might not know the difference. Say we’re targeting the phrase “Los Angeles Website DesiGNer“, and if we have an ad running that says {KeyWord} (K and W capitalized will match the exact case}, then within our ad, in bold (which makes it pop, right) it’ll show Los Angeles Website DesiGNer  (just like that, G and N capitalized, and in bold.

Ready to set up your campaign? You’ve got 3 ways to go:

    1. Do it Yourself. Lowest cost, most time, and there are some pitfalls. There’s plenty of free help on Youtube, and it’s a useful exercise if you’ve got the time.
      1. Cost: Free, though since clicks cost money, this is probably penny wise and pound foolish (in our professional opinion, but we get people all the time calling us licking their wounds – maybe you’ll be lucky, start small, and actually watch the help videos. It’s not rocket science… well, maybe it’s on par with low end rocket science).
    2. Do it Yourself with Training. Coming soon we’ve got a video series and it also comes with member’s-only email consulting + access to our internal knowledgebase, and we’ll review and help you improve up to 5 ads. We also give you $100 Free Google Adwords if you’re a first time advertiser and when available, free credit on Facebook and Bing (varies by their promotions).
      1. Cost: 2 payments of $97
    3. Full Service. This is skipping to the head of the line – we do all the work for you.
      1. Cost: Plans start from $497/mo to $1597/mo. Sound like a lot? Remember, would you spend $10k/mo to earn $20k/mo or more? This isn’t for everyone, but for those who are serious about success, this can deliver like clockwork.