Pay-Per-Click-DIY

How to do Pay-Per-Click for Enhanced Website Traffic and More Sales

Running a Pay-Per-Click (PPC) campaign is not difficult, but for it to be successful there are many steps to be undertaken well before that first ad shows up on a Google search.

• Create a Positioning Statement: Know exactly who your target market is.
• Keyword Research: Vital to the success of a PPC campaign
• Understanding the path to purchase: The steps your customers take before they buy.
• Ad writing: Get noticed, and get clicks.
• Working with the search engines: don’t pay too much

One of the keys to PPC success is to focus on the customer’s experience.

If you know precisely who your target market is, exactly how they are searching, and optimize the content on your website or blog accordingly, the search engines will love you, because you allow them to do their job—which is to give the searcher what she is looking for.

Here’s how to PPC with the customer in mind…

1.  You need to know all the ways your customers are searching for you online. Which keywords are they using to find you when they are searching for general information, and which keywords are they using to find you when they are ready to purchase. (In other words, you need to do extensive keyword research, and test and keep testing keywords until you come up with the ones that are your top performers.)

Findability Example: During the information gathering phase of a major purchase, the customer might search for a “reliable washer”. During the buying phase, she would be more likely to search for a “red Maytag silent front loading washer, Denver.”

Do you know how your customers are searching for your product or service at every stage of the buying process?

2. You need to provide a searcher with a relevant result to her search. If she puts in a keyword, and your ad turns up first on her results page, you are not home free just yet. The page she winds up on when she clicks on your ad needs to contain the information she is looking for. (In other words, your content needs to be optimized to relate specifically to your top performing keywords, to give the customer what she wants.)

Findability Example: The customer searches for “Red Maytag front loading washer best price Denver” and winds up on a page that gives her that exact information, not a homepage wherein she will have to keep navigating the site, trying to find the information she has already asked for
There is a lot to learn before launching a successful PPC campaign--much more than could ever be contained in one article. However, if you really want to learn all the ins and outs of how to PPC (and we highly recommend that for a variety of reasons, one being it is a proven method of increasing your online traffic and sales) we recommend buying the book, The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing.

This easy-to-follow guide takes you through all the steps involved in launching and running a PPC campaign that gets real, bottom line results, including:

• The importance of a Positioning Statement
• Keyword Research
• That all-important customer experience
• Geotargeting and Seasonality in ads
• Writing ads properly
• Landing Pages
• Bidding for ads
• Working with the major search engines
• Tracking your campaign
• Common pitfalls to avoid
• Using keyword data from your PPC campaign to SEO your website
• And much, much more…

If you are looking at these terms and feeling intimidated or overwhelmed, please don’t be. This book was written for anyone, including a total novice, to be able to follow. Is a successful PPC campaign a lot of work? We won’t lie; the answer is definitely “yes.” However, the internet keeps growing at an unprecedented pace and internet marketing is here to stay.

You have already worked hard to get your business to the point it is at, whether you are a small family owned business or a huge multi-national corporation. By learning how to PPC the effective way, the Findability Group way, you ensure yourself the piece of the pie you deserve…

Do you already have a Paid Search Account, but just need some custom tips and advice on taking it to the next level?  Book a 1-hour Consultation with a senior member of our Pay Per Click team – click here to see rates and scheduling information.

Please CONTACT US for more information - 303-841-3111