Driving targeted traffic to your traffic is paramount to the success of an Internet marketing campaign. There are of course many ways to achieve this, from search engine optimization (SEO) to getting your site listed properly in directories to grassroots efforts utilizing social media and other mediums. But this relies on optimizing your website over a longer-period of time.
The fastest way to get found on the first page of search results is to drive targeted traffic to your website through Google Adwords or the Bing/Yahoo platform. You have complete control over the ad messages, ad rank and costs, paying only when someone clicks on your ad.
You can start driving qualified leads to your site, almost immediately.
You decide what to say, when to say it and how to track results based on your business strategy and target market.
Essentially, the PPC systems display your ads when someone queries the keywords you’ve specified. Businesses who want to have ads appear bid on those keywords, like an auction, to have their ads appear higher in the results.
When someone clicks on your ad, you pay Google for that click. Depending on the industry and words you’ve selected, clicks can cost anywhere between $0.10 and $20.00 per click.
You set your monthly budget, schedule and other settings, then Google or Bing/Yahoo shows your ads until your budget runs out. Then stops.
You can control virtually every aspect of a PPC campaign!
Google Adwords is not a ‘set it and forget it’ advertising channel!
Once a campaign is launched, Pay-per-Click management is of utmost importance for monitoring both the short- and long-term results.
As analytic data is accumulated, adjustments to the campaigns, or optimization, must be made in order to maximize the effectiveness.
This can include, but is not limited to, pausing under-performing keywords and ads, increasing bids for those most successful, re-engineering ads for better conversions, or adding negative keywords for better targeting.
*MoxieMen Incorporated makes no claim implied or otherwise of any direct affiliation with or endorsement by Google outside of our Google AdWords-Certified status.
Start with Better Strategy and Analysis.
While Google may be able to set up PPC campaigns for you (which is like having cookie monster guard the cookie jar), they don’t take steps to understand your business strategy and goals. But we do. It’s the cornerstone of successful PPC.
We work with you to analyze the market and opportunity, then build a solid strategy, and get to work utilizing all of the right tactics to generate better ROI.
There are many reasons to use Google AdWords or Bing/Yahoo paid ads, and some reasons not to. Let our Google-Certified team help you get the most from this important marketing tool.
Analysis & Strategy
Start by defining your goals. It could be online purchases, contact form requests, page visits or other key metrics that will help you get more of the results you want.
Then, do some analysis. This involves doing keyword research using the Google Keyword Planner Tool to identify keywords and phrases that are relevant to your target market, industry and products or services.
Finally, some competitive analysis is needed to understand who is advertising in the space, what they are saying and where they are ranking. This is key to differentiating your business in this competitive advertising space.
Optimization and Reporting
Part of the true power of Pay-Per-Click advertising is being able to see trends to optimize campaigns regularly.
Putting more focus on successful components, and removing underperforming elements, allows you to further improve ROI.
Our team will optimize your ads regularly, and provide monthly reports so you can see the progress.
These monthly reports give you excellent insights, so budgets and tactics can be adjusted accordingly. They can also provide some great information for using in off-line marketing as well!
PPC Essentials
There are 4 essential pieces to a successful Pay-Per-Click campaign, and each is equally important to driving qualified traffic to your site, while staying within budget. If one element isn’t up to par, ROI will never reach its full potential.
Keyword Selection
Choosing the best keywords for your market, product and service is paramount to a successful PPC campaign. These words and phrases trigger your ads to be shown. Beyond selecting the right keywords is knowing which words you don’t want to trigger ads; these are called negative keywords. Bids are assigned for each keyword or group, and dictate your ad’s position on the search results page.
Ad Messages
Your ads will appear if a user, in your targeted location, searches for the keywords you’ve selected. Crafting a relevant message for your audience, with a compelling call to action is the second key to a successful PPC campaign. We always write multiple ads for each group of keywords in order to determine success, and optimize accordingly.
Landing Pages
Once a user clicks on your ad, they will go to a designated landing page on your website. This is where you convert a user to a lead or sale. The content on the page is of utmost importance! It must take the ad message and expand upon it, with a very strong call to action for the user. If a landing page isn’t up to par, the money spent to gain the click will have gone to waste.
Ad Settings
The final piece of the PPC puzzle is the campaign settings. This is where you can further target your audience, manage your budget and see better ROI. There are many ways you can target a specific geographic location, type of device, hours your ads appear, general demographics and more. If you’re a local business, this is how you can reach people in your immediate area.
If you’re unsure about PPC, it’s easy to give is a try!
Because you can launch a PPC campaign relatively quickly, it’s easy to see if it can work for you, even on a very limited budget!
MoxieMen can do the research and set up a campaign to run for a 3-month period. You set the budget, even as low as $50 per month!
Over those 90 days, you’ll see which keywords are successful, and how much the real cost per click is going to be. Ad messages will be optimized to understand which is most relevant, and user information is collected to gain insights to the market.
You’ll have some great data to be able to make a better decision about the long-term benefits of continuing the campaign.
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How can we help you get more from your website?
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