Use Pay Per Click To Jump Start Your Business But Be Careful
How Pay Per Click Works
pay per click marketing or otherwise referred to as PPC is a form of targeted advertising using a strategy of paying for the right to be listed in a prominent position in search results. Which can jump start your revenue by placing your product in front of your target audience. Wikipedia has a nice explanation of PPC
The example below shows what PPC ads look like-This shot was captured in google using the search term pay per click marketing
Set a Budget
It is very important that you understand how much you can afford with PPC. The amount you a charged per click can vary depending on your campaign strategy and other factors. Setting a level to low for how much you are will to spend may not get you to the results you desire.
This type of advertising can get very costly very quickly if you do not plan for it and know your budget. From personal experience, you need to become familiar with each method you are using to advertise. Meaning Bing ads, Google Adwords or Google Adwords Express which are the main three I will talk about today
Bing allows you to set a specific budget daily for your account which is great since you can add funds to your account and when that is depleted your ads stop running, this can be very useful for new sites or limited add budgets since it is easy to control.
Google works a bit differently, they have a Threshold range for your costs mine is currently set to $500 which is determined by Google, not me. So when I reach my payment threshold they automatically pull that balance from your associated bank account. Or 30 days whichever comes first. This option can work well for higher budget sites but is not nearly as controllable as setting an amount for all your ads and when depleted stops.
With Google, you get much more exposure for your promotions but you pay a premium for it sometimes and lose a bit of budget control. If your add goes crazy and you start getting hundreds of clicks, you can run up your bill in one day even after you pause your ads, at times, the system takes a while to catch up so if you pause ads it could take a few hrs to actually shut off.
Relevance is right up there with a budget as far as importance. Your ads need to be relevant to the keyword you are posting them for. Think of the last time you searched for something online, which listing did you select? most likely the one that had a title that was closest to what you are looking for and hopefully when you selected it the subject contained in the article was related to the title of the ad as well as your search term.
If you are searching online for kids books and you see an ad for science fiction books are you going to select that? probably not. So when compiling an article for pay per click you need to think of how it relates to the keywords you chose in your add.
This may sound a bit strange concept wise but you want to narrow your focus as much as you can with your promotions. Normally as marketers, we are looking for maximum exposure to our market, the concept is still true with PPC but you have to be careful not to be too broad with your targeted audience.
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obviously, you should make sure your keyword research is sound when you create your ad campaigns. Just like in the relevance section above, using too broad of a keyword can cost you quite a bit of revenue with potentially low return on investment.
when you create your ads you can make your keywords more refined by using one of three choices for the specific phrase you select.
- Broad– When you use the broad match you are asking the system to display your ad within a variety of combinations of your keyword- it is not very specific so you can use this to cover many variations of your keyword
- Phrase Using the phrase option means that your ad will be displayed in searches that contain all or part of your keyword phrase, it is a bit more specific and usable to refine ads for targeted audiences’
- Exact- this method displays your ad when the exact keyword phrase is searched for. This is the most specific method to use when creating add campaigns
To be as relevant as possible and as specific as possible will really drive much more conversions’ success for your PPC efforts. Primarily these options are available in Google Adwords and Bing Ads. Both give you options to use them but handle them in a different way.
For example in Bing Ads, you have a drop-down selection that lets you choose Broad, Phrase or Exact. While in Google Adwords you need to use punctuation as shown below. They also have a drop down option in the keyword update section.
If My targeted keyword is – Best Books For Kids, Then I can use quotes “” for a phrase match and [ ] for an exact match.
“Best Books For Kids” would be a phrase match
[Best Books For Kids] would be an exact match
Best Books For Kids by itself with no punctuation is a Broad match.
So by doing this, you can see how you could set up very specific keywords and get more results from your campaigns
Here is a screenshot of one of my add groups within one of my campaigns for this website
The Image above shows how Bing assigns the match types for your ads. I am at the ad group level when doing this, so you can set specific options for each add which is nice as some you may need to be broader and others very specific. I recommend using “phrase” and “exact” for the majority of your ads until you have a good grasp on how it all comes together
Adwords has an option to manually type the punctuation before and after the keyword or use the drop-down option as shown below- The shot below is using a phrase match option as a default since I used the punctuation when I entered the keyword when I created the ad
There are also options to show your add only in certain countries, In Both Bing and Adwords this can work well but in Adwords Express it is more of a dynamic display which can cover countries your not targeting.
That can be problematic if you are not doing business in certain countries, you could end up paying for clicks that do you no good so be aware of that with Adwords Express. You do have the option to only display in specific countries but they still show in others as well due to the dynamic nature.
I had a post that I was marketing primarily to English speaking countries at the time and Express sent my ads to India which then went viral and It cost me clicks that I wasn’t targeting, you may think that is good but if your limited to who you sell to at times it can cost you money for nothing.
Adwords Express is a great easy to use the option to create PPC ads. However, if you are not careful you will end up with many keywords that Google thinks are related but they may not be as relevant as you want.
This works great on mobile but in my experience tends to be a more expensive option since many times google associates the ad to many more keywords than I was targeting. Play with it and see how it works for you, try one add and get familiar with the format and navigation. The scale up as needed.
use the features within the analytics area to determine how your ads are performing and what the costs are associated with them.
Understanding the metrics associated with your campaigns really helps to see what is performing and what is not for your campaigns. See the image below and the column headers. They show you, What Match type you have chosen and label you associate with your words, how many clicks your ads have received, how many impressions, The (CTR) Click Through Rate usually in a percentage, The Average Cost Per Click, How much you have spent and what the average position you add is showing as. These are default setting that can be changed to include many more tracking options
Use different titles and descriptions to split test results. You can send people to the same landing page but just describe it a bit differently in the ad test, this may mean using a different keyword that is also relevant to your audience. Split testing what works will ramp up your success.
Once you refine your add campaigns and targeted keywords and you see the desired results, then repeat that same method for additional ads until you get them performing like they should. Efficient use of specifics will really keep the budget to a reasonable level of advertising.
It is very easy to get out of control quickly cost wise with Pay per click, especially if you are not used to the type of traffic levels that can be generated with 1st page rankings for a high traffic keyword, if your site is fairly new you make not be generating enough revenue to compensate for the cost of 1st page rankings for your ads, keep a close eye on your budget when running ads.
You may have to pause them for a while at times to allow for your budget to catch up with the spending.
Here is the place that will teach you about running an online business and also about PPC as you progress
We have talked about the different advertisers as well as the methods to use for your ad campaigns. With a few things to plan for like setting a budget. We did not cover Facebook paid advertising, that will be another topic at another time.
Please, only budget for what you can afford with pay per click, otherwise your costs will outweigh your income.
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