PPC Marketing Secrets Revealed
What is PPC marketing?
In a few words, PPC or Pay-Per-Click Marketing is paying Google for displaying your ads on top of the search results. You are spending money every time somebody clicks on a link that leads to your website.
PPC marketing concept is simple. Setting up an Adwords account correctly, and having a high return on investment is not simple.
Should I do it myself, or should I hire a PPC marketer?
You may consider the following:
Advantages of doing it yourself.
- You are in control. You make all of the decisions regarding the keywords and prices for the keywords.
- You don’t have to pay a monthly fee to the PPC marketing company. This fee is usually 20% or more of your advertising budget.
- Google Adwords program doesn’t enforce a specific minimum, while most PPC marketing companies have a minimum advertising budget requirements.
Disadvantages of running PPC marketing campaign yourself.
- It can be very time-consuming.
- The PPC marketing program is based on a bidding system, and a lot of technical terminologies are involved. You have to master both if you want to successfully run your PPC advertisement.
- It is not simple to manage PPC to get a return on the investment (ROI). Sure, if your goal is only to raise public awareness of your company or product name, you can do it yourself. But if your goal is to convert clicks into new customers, it is better to hire a professional PPC marketing company and pay them for their services.
PPC marketing and SEO
Regardless of what you decide to do, hiring a PPC marketing company or buying clicks directly from Google, before anything else, we recommend first to optimize your website for search engines.
Only after you can honestly say that you have done everything you could otherwise do, you should begin planning your first PPC campaign.
According to SEO marketing company Conductor.com, after you optimize a website for search engines, PPC will increase the number of clicks only by 30 percent. So, don't expect miracles!
The only time the PPC marketing is your ONLY choice is when you need results immediately, and getting organic traffic may take time. In all other situations, we recommend bringing the maximum number of visitors to your website in a natural (direct) way.
Price per click/cost per click
Keep in mind, the price per click can be very high. When this article was written, the price per click for the keyword phrase “car accident attorney” in Las Vegas was in a range from $86 - $320, and for the keyword phrase "truck accident attorney" $83 - $240.
PPC marketing (or Google AdWords advertising) is a powerful tool to bring more visitors to your website, and ultimately to get new business. At the same time, Google AdWords can be a risky investment, though, and you need to monitor your PPC statistics daily.
Need more recommendations? Keep reading this article.
Set your goals
Think. What are you trying to accomplish?
It could be any of the following:
- Raising Brand Awareness
- Generating new business
- Increasing traffic to your website
- Improving Return on Investment
If all of the above seem important to you, then prioritize the list. Which is the most important, and why?
Set your daily budget
It’s often a good idea to start small and test a handful of keywords before you invest too much money and time in pay-per-click campaigns. You can start as low as $5 a day and take it from there. And, you can put your Pay-Per-Click advertising campaign on hold at any time.
Set the benchmarks
Decide how you will measure the success of your Pay-Per-Click advertising.
Will success be the number of clicks to your website or the amount of actual new customers? What return on investment seems to be fair to you?
Only you know these answers, but remember:"What gets measured gets managed." (Peter Drucker). And what gets measured can also be improved.
Learn to love statistical reports
Many people think that statistical reports are boring, but from the moment you start paying for Pay-Per-Click Ads, the Google statistics (Google Analytics and Google Webmasters Tools) plus AdWord performance reports will become your Bible.
If you know that you won’t have time to check these reports daily, then we recommend hiring somebody who would do it for you. Without watching the statistics, you inevitably will be losing money.
Empty clicks or business leads?
Not everything is black and white with Pay-Per-Click Ads.
Today, Google Analytics separately displays (among many other important things) the number of Paid Clicks and Organic Clicks.
Calculating ROI for a product
With products, calculating ROI is easy. Let's say, the visitor bought your product for $12, you paid $2 for the click, your cost of the product is $7, and $3 is your profit.
Calculating ROI for a service
Selling services on the Internet is not so simple - the fact that somebody clicked on your Google Ad is not a guarantee that this person is going to end up hiring you.
Since the number of visitors to your website is NEVER likely to equal the number of new clients, the click is often just a click.
PPC marketers call them empty clicks.
PPC marketing: Who is clicking?
Think about who will be clicking on your Google Ads.
It could be:
- People who want to learn about you and compare you with somebody else,
- People who are looking for a second opinion,
- Competitors who want to know what you are offering and your prices,
- College students who are writing research papers.
Only a small percentage of these people are real customers.
Social media and PPC marketing
Don’t underestimate the role of social media.
Today people want to know not only what you tell about yourself but also what previous clients think about you. Your potential clients read reviews about you and your business on Yelp, Google Reviews, Avvo (an attorney rating website), BBB (Better Business Bureau), and many other rating websites. They may also check Facebook, Twitter, and YouTube.
To run a successful PPC marketing campaign is both art and science.
Google makes changes to its AdWords platform every few months, so you need to monitor their revisions regularly.
To stay current with what is happening in the AdWords universe, read the Google AdWords Blog.
Last updated on March 20, 2020.
NEXT, read our article "PPC Marketing: Writing a Pay-Per-Click Ad."
PPC Marketing: Insides to Google Auction. In this video prepared by Google Adwords, you will learn how Google calculates the price per click (PPC), and how Click-Thru-Rate (CTR) affects the cost per click you are paying.
Adwords Official Blog. Reading the Google Adwords blog will help you to learn about the latest AdWords changes.
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