Doing Pay Per Click Advertising The Right Way
It’s easy to get excited and start investing in online marketing efforts for your business. And that is the first step, to realize the potential of online marketing and losing the fear to explore the vast world of digital strategies, but before we spend one cent on a Pay Per Click campaign, we will go through common mistakes in implementing one.
In this article entry, I will guide you through the fundamentals of PPC (Pay Per Click Advertising) for small/medium-sized businesses. This is not a guide on how to use a specific PPC platform.
Let’s start with the negative aspect of PPC advertising, as I want to stress how important the planning and optimization process of your campaign is to not completely wasting your PPC budget. I’ll be cheesy for once: if you don’t plan, you plan to fail. You’ve heard this a thousand times, but hear me out for a minute.
Here is the common experience of a business owner/online marketer who executes a PPC campaign without planning.
Speciality Shoe Seller Online Business – PPC Campaign
- Chooses broad keywords for their services based solely on what is being provided (Shoe Shop Keyword = Shoes)
- Runs the ad campaign and pays a high cost per click (You don’t think everyone is going for shoes as a keyword?)
- Leaves the campaign running for weeks until the ad budget runs out
- Finds that their campaign was not only ineffective in converting leads but also cost a ton of money
- Gives up and concludes PPC does not work
Ahh, yes, the five-step process of eager individuals with the impression that PPC will solve all their problems. Let me explain what’s wrong all this good stuff.
First of all, competing for broad keywords is hard and expensive. And unless your shoes are so basic that the only way to refer to them is literally just as “shoes” then you don’t want to choose that keyword. I’m talking about niches, I am talking about not going head-on against the competition that probably has a lot more money and strategy for their campaigns. A better keyword would be “travel shoes”, our specialty shoe shop differentiates itself on providing custom specialty shoes, right? Well, let’s take advantage of it and choose keywords that will appeal to an organic need in the market.
Step two is a direct consequence of step one, and if we choose keywords more appropriate for our specific audience then we should not experience these issues.
PPC campaign management and strategizing is an involved and continuous process. You can’t wait until your month’s ad budget is depleted to check if you are losing or making money. Unless you are extremely lucky and implemented everything correctly on the first try, you would have lost most of your ad budget.
Remeber, it’s Pay Per Click, not Pay Per Whenever You Get A Sale (Pay Per Acquisition). Every click will cost you money, and if you are not fine tuning your PPC strategy to appeal to only those that will convert then you are also paying for those who want more information on how to make shoes. That might be great content for your content marketing strategy but definitely not for your PPC strategy.
Implementing A PPC Campaign Correctly
Let’s plan and implement a PPC campaign that converts by avoiding the common mistakes describes above. PPC is both a reactive and proactive process, as you can’t optimize without the proper information but there are things you can do to avoid spending your budget before realizing it won’t work.
1) What do you offer that your competitors don’t? What makes you different?
You opened up your business because you saw an organic need to be filled in the market, and before doing anything you should have clear in your head what the need was: proximity, quality, costs, unique service or all of the above and more. We need to know because that way we can create a profile of our target audience, a list of their interest and needs.
2) Decide On The Best Selling Points Are For Your Target Audience
Your target audience is not a uniform group of people, they all have an interest in your services but they might all have different reasons to buy. For instance, two people might be interested in hiking shoes but one is interested in low-cost ones whereas someone else is interested in their quality. We have to make sure our product descriptions and PPC ads support these differences between our target audience members.
3) Plan Out Your Campaign Using A Test-Driven Approach
In software development, we have something called TDA (test-driven approach) where we start the development process by addressing all the possible errors and mistakes before they occur (Proactive Part of PPC). We know we can’t offer both low-cost and high-quality hiking shoes, so as to not spend our PPC budget on people looking for both we can make this difference present in our strategy.
The best way to approach this would be to separate the two interest into different ads, and different products.
4) Implement Your Marketing Campaign
Implementation is as important as planning. The first month or so of your PPC campaign should be considered an experimental stage in your overall PPC strategy. Don’t expect to be profitable beyond your wildest dreams, until you gather data on your audience you won’t be able to completely fine tune your strategies (Reactive Part of PPC). After a while, you’ll start to understand your audience better and have the acquisitions funnel in place to capture and collect!
5) Revise And Optimize Your PPC Strategy Continuously
As important as planning and implementation we have optimization. The process of fine-tuning your strategy to get the best bang for your buck. At this point, you should be looking at ROI (return On Investment), CR (Conversion Rate), KPI (Key Point Metrics) and all of those useful measurements used in optimizing and revising a PPC strategy.
When money is involved, caution is warranted. For every ad dollar, you spend you gain in both opportunities and information, you should be cognsicient in accounting for how your ads are performing in every aspect of benefit it provides you with. Momentary gains are great (conversion), but information and understanding are at times far more valuable for the long-term growth and value of your PPC campaign.
At LA Consilium we implement the following best practices and other complex strategies (A/B testing, Remarketing, etc) with mastery. Our Pay Per Click Campaign Management services implement enterprise-level solutions at small/medium-sized business prices, we offer quality results at no extra costs. Contact an LA Consilium expert today and learn more about what we can do for your business.