Pay per click (PPC) is an amazing marketing medium. You can set a budget, spend it and you’ll know exactly what you’re ROI within a short time frame. If you compare it to offline media, such as radio, flyers, magazine advertising, yellow pages etc, the ROI might not happen straight away if any at all. There’s a time and place for offline marketing but if you’re a business owner and you want results straight away like yesterday, then PPC is the way to go.
Think about it, if you need results straight away, what’s the point in investing in marketing mediums that are not so easily tracked and takes time to deliver?
Now imagine being able to send targeted visits to your website from prospects who are actively looking for your product services? Instead of push marketing where you’re “forcing” your offer to the prospects (not saying that doesn’t work), pull marketing attracts them to you. PPC has the power to do that. Think of PPC advertising as quietly advertising on the web and being ready to be found when someone is actually motivated about your service or product.
This is easier said than done. You can’t just say “let’s set up a ppc campaign and do it”. If you make the wrong move, you can easily burn through a lot of budget.
In our opinion, it starts with managing of expectations and what you think you’ll get out of that campaign.
You need to understand how keywords work, its cost per click (CPC), what action you want the user to take once they land on your site. To get better PPC visits, this requires an understanding about the aims and goals of the campaign.
The typical customer might say “I just want more visits / clicks”. In an ideal world if there was unlimited budget, we’d say “OK” and get on with it but 100% of the time, in our experience, further analysis is needed.
Analysis starts by looking at the business and suggesting typical search keywords and researching its popularity in terms of searches in the market and working with the customer to determine if the keyword is a fit. If the business has different areas to it, we might need to break it into 2 or more campaigns. Here is a better way of putting it.
A business sells “shoes”, and in that business they sell “basketball shoes”, to go down further they sell “nike basketball shoes”, and at the lowest level is “jordan basketball shoes” (jordan shoes are made by nike). As you can see the levels are broken down by:
Shoes (Level 1)
basketball shoes (Level 2)
adidas basketball shoes (Level 3)
nike basketball shoes (Level 3)
jordan basketball shoes (Level 4)
If you start structuring out your campaign like this then you’ll have a better chance of understanding your stats when you analyse it with Google Analytics. For a service based business, the campaign structure will be even simpler.
If you’re local accountant, you can split your campaigns into many areas.
Local search – This campaign is focused on people that want a local account. Someone might type into Google “london accountant”, “east london accountant”
Niche Search – This campaign is focused on customers that want an audit of accounts. They customer might type in “audit accountants”, “auditing accountants”
Save tax – This campaign is for someone who wants to save tax and needs advice. The search campaign would target someone types into Google “How to save tax”. The business might offer a free report.
When you structure the campaign in the example above, you’ll then can make sense of whether the Adwords campaign is giving the desired results. With the ROI (whether it’s a positive or negative), the fact that time is saved will give you the next step to make a tweak to test further.
The best advice we can give when running a PPC campaign is to be patient and be committed to making it work. This means you need to test enough ideas to find the sweet spot.
Case Study – For the last 3 years, we have consistently ran a Google Adwords campaign without fail and it only worked because we invested enough time and energy to make it work. It now runs like clockwork. We know leads WILL be generated from the campaign full stop. Our only issue now is, how much more budget should we put into it and can will handle all the leads.
You want to be getting to this stage with PPC . Getting better PPC visits needs thought analysis and management of expectations or it will fail. Nothing is guaranteed with marketing but at least with PPC and the right management, you’ll have a better fighting chance compared to SEO.
Contact us if you need advice on PPC setup and strategy.
Michael Nguyen was a late blooming entreprenuer at the age of 20 and has been in digital marketing since 2009. In 2012 he decided to explore freelancing and started working with customers directly to help them win online. Michael believes that marketing has to be 100% accountable, transparent and has been producing exceptional results with Adwords PPC. Download the Adwords Guide which reveal the Adwords Keywords Mistake that is costing business owners money.