PAY-PER-CLICK
“YOUR PPC ADS ARE
LIKE A CAR AND THE
KEYWORDS THAT YOU USE
ARE YOUR FUEL.”
• average cost per click – if you have a budget of $15 a day for
your ad campaign, make sure one click isn’t going to spend
your daily budget
• Competition (indexed value) – the lower the better
Google Keyword Planner also gives you suggestions based on
what you are looking up, so make sure you take a look at these
recommendations. You would be surprised at the variations of
phrases people look up!
But be careful and make sure to focus on keywords that make
sense for your business and that are not too ambiguous.
STEP 2: AUDIT YOUR WEBSITE & LANDING PAGES
Look at your website and landing pages to ensure you are
optimized for the buyer’s journey. Is your site showcasing what
problem the customer is having and what solution you have for
them? Is your site easy for your customer to navigate? Can they
easily order, contact you, or book a call? Are you utilizing
keywords for ideal SEO optimization?
Your website and landing pages must have cohesive messaging
with your Google ads. The last thing you want to do is have
someone who is looking for your product or service click on your
ad and you lose them because your messaging isn’t aligned on
your website.
Put yourself in your customer’s shoes and make sure you are
speaking to them at their level.
STEP 3: CREATE A GOOGLE AD
You now know what your core customer is searching for, you have
your keywords, and your website is ready for all the new visitors
that you’re about to have from your Google ads.
Once you have set up your account, tracking tags (for reporting),
and goals, you can create your PPC ads in Google.
Since you are paying per click with your ads, you want to be very
strategic and make sure your ads not only attract qualified
customers but also repel those who are not qualified. This is why
your messaging is very important and why it is recommended you
do Step 1 first.
When creating a Google ad, there are 4 key components:
• Headline(s)
• Description 1
• Description 2
• URL
Within these components, make sure to use not only your
keywords but also your value proposition, benefits, and—of
course—your call-to-action.
Don’t forget to fuel your Google ads with the keywords your
research shows as strong keywords. When it comes time to input
your keywords, you have three main types you can choose from:
• Broad match - include misspellings, related searches, and
other relevant variations
• Phrase match - match a phrase or any close variations of
that phrase
• Exact match - exact term or close variations
One other type of keyword that often gets overlooked is a
negative keyword. This is a keyword you have found that people
are searching for that is leading them to click on your ad but they
are not your core customer. For example, if you’re a watch
distributor that doesn’t sell a certain brand of watch, you could
add that brand as a negative keyword.
Always tweak, add, and remove keywords that are not relevant to
you.
YOUR WORK ISN’T DONE . . .
You did it—you set up your first campaign! But your work is not
done. With Google ads, you are always improving, tweaking, and
optimizing your campaigns. Pay attention to the data that is
showcased in your Google ad dashboard.
This will give you valuable insights into
what your core customer is looking for
and allow you to adapt and improve your
messaging over time.
NOT SURE WHERE TO START BUT
INTERESTED IN LEARNING MORE?
GO TO TM.MEDIA/SMARKETING TO
START YOUR PPC JOURNEY TODAY.
Jessica Embree is the Creative Director and a Marketing
Consultant at Tulip Media Group. Jessica grew up with an
entrepreneurial spirit and started her first business at the
age of 10. She has a passion for helping businesses grow
and succeed using creative marketing campaigns and
strategies that produce measurable results. Jessica's first
book, co-authored with Andy Buyting on SMarketing is set
to be released late 2020!
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