pay-per-click (ppc) - anyone can have traffic as long as you have money

The Small Business Guide to Pay-Per-Click Marketing

Twelve Steps To More Leads, Customers & Growth from Pay-per-click (PPC)

Todd D. McPartlin

iMarketing Leader’s R4 Marketing

System

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213


Chapter 9 In My Book.“Anyone Can Have

Traffic – As Long As You Have Money”


Agenda

I. What is Pay-per-click (PPC)?II. 12 Steps to Effective use of PPC for

your businessIII. “Must Know” tips and strategies


WHAT IS PAY-PER-CLICK (PPC)?

Act One


Pay-Per-Click = Search advertising

Yahoo!/bing

NetworkGoogle Adwords

You see them (almost) every time you search….

…just look towards the top and right


Multi-billion dollar industry

+ In 2013, 95% of google’s $50 billion revenue came from advertising (PPC)

+ Yahoo!/Bing joined forces and now own about 30% of the market


Top industries advertising on Google AdWords


How does it work?+ Create ads, set bids and budgets

+ Ads appear based on specific keyword searches

+ Searchers that “click-through” are taken to your page of choice

+ Your account gets charged until your maximum budget is reached


Advantages of using PPC

+ Ads appear on relevant searches

+ Only pay when someone clicks

+ Easy-to-measure ROI

+ Businesses make an average of $2 in revenue for every $1 spent


Levels the playing field

+ Your small business shows up on 1st page of google or bing

+ Instant reach to massive amount of qualified prospects

+ Skip the Organic SEO waiting game


12 STEPS TO EFFECTIVE USE OF PPC FOR YOUR BUSINESS

Act Two


Step 1: Define a clear goal+ Directly Sell products/services?

+ Generate new leads through request for quote or more information?

+ Funnel visitors through email marketing sequence?

+ Build brand awareness?


Step 1: Define a clear goal


Step 2: Research your competitors

+ What ads are they using often

(copy, length, headline, etc.)

+ Pro tip: Pay attention to the ads that show up first over and over again

+ What other keywords are they targeting?


Step 3: Do keyword research

+ Discover exactly what people are searching for

+ Learn their preferred keywords+ Find out how heavy the competition is across different keywords


Step 4: Choose your destination wisely

+ Decide where you are going to send visitors who click-through

+ Make sure destination is consistent with ad message+ Design it for conversion (i.e., sign up for email list, request quote, etc.)


Step 5: Create a high-converting ad

+ Know the best practices of successful ads

+ Review your headline, message, offer, destination

+ Differentiate your offer to make it stand out from the competition


Step 6: Add some local flavor

+ Proven to boost ROI

+ Use local slang (“wicked smaht” for Boston)

+ Display local phone number and/or street address


Step 7: Place the right bid

+ Being first may not always be best

+ First position gets a lot of junk clicks

+ Higher positions cost more

+ Position #3 or #4 is usually ideal


Step 8: Focus on profitable keywords

+ Determine the winning keyword phrases that get you results+ Focus on your “money” keywords and milk them for as long as possible

+ Test new keywords regularly using a small test budget


Step 9: Measure your results

+ Use call tracking technology

+ Place Google Analytics across all of your website pages

+ Measure entire customer journey (from click-to-conversion)


Step 10: Focus on ROI, not costs

+ Stay committed to winning campaigns that deliver positive ROI

+ Measure your cost-per-lead and cost per-customer

+ Don’t be penny-wise and dollar foolish & don’t be afraid of competition


Step 11: Use remarketing+ “Follow” your target audience

+ Shows ads to users who’ve previously visited your website

+ Your ads appear on major websites that they visit

+ Keeps your brand top of mind


Step 12: Always split-test!+ Continuously measure, improve, and optimize your ads

+ Test the most important factors first (keyword, headline, copy, offer)

+ Stop when you see gains of 10% or less – focus on the big wins


“MUST KNOW” TIPS AND STRATEGIES

Act Three


Separate Search & Display Ads

+ Search Network is what we covered

+ Display is totally different!

+ Requires different strategies

+ Very common mistake!


Test dynamic keywords+ Dynamic insertion of keyword into ad

+ Makes the ad more relevant

+ Allows you to have unlimited ads


Use ad extensions+ Information you can add to your ad

+ Makes the ad stand out

+ Dramatic increase in response


Get off of Google!+ Other networks can be Great

+ Smaller but less competitive

+ Often large increase in ROI vs. Google

Contact us if you have any more questions or if you’d like help!

[email protected] 979-314-7213


iMarketing Leader | imarketingleader.com

mailto:[email protected]

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