Whether you are looking to do paid advertising on the search engine (Adwords) yourself or hire someone to do it for you, you must know what makes a pay per click campaign successful, or the end result will be suffering.
Advertising on search engines, Pay Per Click may seem deceptively easy to do. Countless times small business owners believe (correctly) that PPC is going to do wonders for their business…
Unfortunately most of them haven't really educated themselves enough to know what to do and how to do it, and then they throw away a lot of money, with little or no results. Then they declare that Pay Per Click as a Marketing campaign does not work and then they are out!
Alternatively, a small businessman hires an expert who manages Pay Per Click Marketing, and this allows him to do what he likes, but, not knowing what he should know to ensure that he is obtaining the best possible results, is wasting your money equally. And surely you will end up feeling that you are the same as always, without great benefits…
Well, despite the doom and gloom of the above scenarios, I am here to tell you that PPC works for most companies!
It works very well, and it may be one of the fastest, most profitable and best advertising / promotion and follow-up media that there ever was… Sure, there are other ways to promote your business, but if you know how, and if you want results almost Immediate, PPC then cannot be neglected.
OK, let's get to the 10 essential Pay Per Click Marketing points:
1. Know your market
It is as evident as daylight, but people still at PPC do not do their research. Keep in mind that you can get to know your market offline, but if you take into account, the Internet can be a completely different environment. So be sure to search it, even if you have to pay for research and writing professionals.
If you have an expert hired for your PPC campaign, be sure to ask them about your market, to make sure you have done your homework thoroughly.
2. Know your target audience
Once again it is evident that people do not do this step correctly. Not only should you list demographic data about your leads. Get in the 'real life' details, profiles of people (avatars), which describe everything about them.
Creating around these customer details for your business will help you understand them and therefore you can anticipate how they behave. Knowing how you are likely to behave will allow you to set up a very effective PPC campaign that guarantees success.
Remember - the customer just wants to feel understood, so if their product or service is good, they will buy it.
3. Do you know what you want to do with your visitor?
In other words you have to decide do you want a prospect to visit your website to:
invite him to make an appointment? to leave your email with more information about themselves, before creating a query? to click the "Buy Now" button on your landing page? subscribe to your affiliate site?
subscribe to their free newsletter? download a free report?
The clearer you want to do with your visitors, the easier it will be to attract them to do just that. If you don't tell your prospects what you need to do to move that visit to something that's beneficial to them, you'll probably never see them again…
4. Know how to search for your product, that is, understand the intention of the person you are looking for
This is not so evident. Only a very good paid Pay Per Click marketing campaign knows that keywords have different intentions behind. In other words, if a Google search engine searches for “sneakers,” your campaign must have been doing some preliminary research on the types of sneakers out there, in order for you to be found.
If he typed "sneakers comments" in the search engine - then it is likely that the research lies in having that keyword "comments" associated with sneakers, but on his website you must have the appropriate comments for each of his models, so that When you find the one you like, make your purchase there.
5. Small start - grow later
This simply means that it is best to find the most suitable keyword phrases for your business in a small group first. This will allow you to test the market and help you keep control of your budget.
Later, when you know what works, you can add other phrases.
6. Split tests your ads
It is surprising how many people do not take advantage of this feature of Google AdWords. Split will give you a way to constantly improve your ads. Your ad is the "window" for your sale… so you can't afford not to be constantly trying to do better than before the conversion.
7. Use the pages of (LP)
Landing pages are powerful when used correctly. They allow complete control of the visitor experience. I always recommend that if there is only one interest that you want your prospect to do, you should use Landing Pages. However, if your resources and knowledge are limited, at least make sure the leading search engine with the most relevant search leads you to the page you have on your site.
8. Track everything
This says it all, even if you don't know how, you should find someone who can help you. Outsource this work, or simply read head to toe with Google and everything in its Google Analytics service. In some cases, this is perfectly sufficient.
9. Listen to your statistics
Once you have your follow-up work, make sure you look at your statistics to see the results. I recommend that you research them once a day first thing in the morning and based on the size of your campaign, the amount of traffic your keywords bring you, and the amount of money you have budgeted to spend.
Once your campaign is working and bringing in profits, you can start looking at it less often, but keep doing it at least once a week. Also, be sure to regularly optimize everything based on your stats.
10. Learn constantly and constantly
Learn from their successes, their failures, and that of their competitors too… I have a document template that I use for all my Pay Per Click campaigns which I call Lessons Learned.
It is only through experience that you will be able to advance and optimize any paid search campaign.
conclusion
Well I hope you can find the above list of PPC essentials very helpful. There are of course many other important points to consider, such as daily budgeting, research, and return on investment needs, but working with these 10 you can start very strong.
Keep in mind that if you manage your own PPC campaigns, or hire a professional to do it - you can use the list above to make sure that you are getting the best out of your campaigns.
