PAY-PER-CLICK
PPC...Easy As 1,2,3?
TIPS AND TRICKS TO STARTING YOUR
PAY-PER-CLICK JOURNEY
BY: JESSICA EMBREE
How business is done has changed, but many have not adapted
their business accordingly. Trade shows and face-to-face
meetings are restricted and are now going virtual. With this “new
normal,” your inbound sales strategy needs to pivot toward a
different direction. In my last article, “Pandemic Marketing,” I
challenged you to pivot and try Pay-Per-Click (PPC) advertising.
The problem? PPC can be overwhelming and daunting if you don’t
know where to start. Which is why we have broken this process
down into three steps that will get you started on your PPC
journey.
STEP 1: COMPETITIVE & KEYWORD ANALYSIS
Before creating a PPC ad on Google, you want to ask yourself and
understand the following question: How are customers finding
my competitors, and what are they searching for to find them?
There are a few ways you can get this information. You can scour
social media and websites to see what your competitors are doing
online to reach their audience. And you can use SEMrush.com.
SEMrush is a tool your business can use to learn how your
competitors perform compared to your business. It can give you
insights such as traffic analytics, keyword research, site audits,
and more. We use this tool at Tulip Media to get an
understanding of our Client-Partners’ businesses and what
opportunities they may be able to leverage when we build their
Google PPC campaigns for them.
Once you have done a competitor analysis and you start to see
what customers are searching for, this is when you can use
Google Keyword Planner to start to get an understanding of what
keywords you can use in your PPC ads to get the traffic you
desire. Your PPC ads are like a car and the keywords that you use
are your fuel.
When looking at Google Keyword Planner and choosing
keywords, the main things to pay attention to are the following:
• your location
• average monthly searches – the higher the better
• competition – you want low or medium
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