Google Pay Per Click is largely defined by rules and personal techniques for achieving the goals needed for your personal achievement or business gains.
Search Engine Pay Per Click Strategy
Pay Per Click is essentially an auction of all the search terms, the more popular the term the more it will cost and vice versa. Words like "lawyers" for example can cost anything up to £10 per click simply because lots of companies want the searchers to come to their site, its a highly searched term and 99% of the time if you type "lawyers" into Google the chances are you need a lawyer at that moment in time. Whereas if you typed in "holidays" you may just be window shopping or looking for Billy Holiday.
These criteria affect the total cost per click and determine whether or not your company is in a position to compete for generic keywords.
Have a read through this lens, some hints are mainly for beginners to PPC, but there are also a few pointers that even the most experienced PPC'ers among us will be able to relate to and perhaps use on their own projects.
Getting Started on Google PPC
First of all, you need to get a Google account and a Website of course, once this is in place you need to divulge your target market. So if you sell chocolate, for example, your target market may be women between 14 and 65 for example, once you have this you need to understand how they will find your chocolate!
This is harder than it sounds and there are certain techniques for SEO specialists called "long-tail keywords" which are ways people find your website that are not your direct keywords, anyway more of that later. So you know your target market and you know that to find your site people will type in "chocolate" or "wholesale chocolate", the next step is to implement your findings into your Adwords account.
To do this simply add them into your keywords section on your account and create an ad for them, once you get deeper into AdWords you will pick up ways in which you can optimise your adds to gain the best results. Techniques you may want to understand are;
- Optimising your add (fitting in the best keywords in order to convert to your site)
- Broad, Phrase and Exact match options (these used correctly have huge effects on CTR, click-through rates)
- Quality Score, the score which Google will give your add which represents mainly the relevance between your add, landing page and keywords.
- Landing Pages, if your looking for chocolate wholesale and you land on a page with the history of chocolate on it you're not going to be happy! and most probably leave, the add has to direct the searcher to the place that they are interested in.
Keywords Keywords Keywords
OK, So You Know Your Market, Keywords and Budget!
You Know How To Beat Your Competition But Pay Less?
Google is a fickle thing, they produce huge algorithms to make sure that searcher get exactly what they want when they want it but they allow anyone with the money to achieve the heights of awareness in seconds on PPC!
Exposure is everything in business, in my opinion, it's better to have millions of small budget customers than 1 or 2 customers giving you the same capital, if you work on the 80/20 rule like me (80 per cent of profit from 20% of your market) then you can understand where I'm coming from.
If you have the money to do so then get yourself top of all your keywords ASAP, but more realistically most of us need to be tighter on the purse strings, maximising keyword conversion rates, optimising landing pages, getting yourself in the position which converts for you! Which is not always top, most of my clients I target their adds in or around positions 3-6 depending on their organic listings. Simply because is their keywords are mainstream then the chances are that some big fish is lurking around and will outbid anyone to be top of the pond.
Through my days of consumer marketing behaviour, I have come to realise that in fact subliminal judgement discounts (generally) the top 3 results due to lack of interest (although this is not the case if your someone looking to buy a product asap). For example, if your looking for wholesale chocolate and the top 3 listings are Cadbury's, Thornton's and Lindt then these will be quickly discounted.
What Else Do I Need To Do For Successful PPC?
PPC is all about the conversion rate of your adds and individual keywords, essentially how it affects your bottom line and what your return on investment (ROI) is. So from the onset of your PPC account, you need to be constantly monitoring the conversion rates and be harsh when keywords you think should be ok are not converting. Use tools like Google Analytics in combination with your accounts to monitor the effectiveness of keywords, track the user's path from arrival to exit pages and adjust your account accordingly.
Other than making sure your keywords, ads and landing pages are as perfect as they can be for your target market and constant monitoring of your adds effectiveness there isn't much else which will affect your adds performance other than user error. My advice my when using PPC is to "blunderbuss" the market with lots (around 100) keywords for a month, see what happens and which ones convert and scrap the ones which are not working for you!
Another piece of useful advice is if an individual keyword is costing more than £10 per month to run then you should be incorporating SEO with that keyword! Have a look at my SEO article for more information on this subject. In general, PPC gets quick results but SEO is the more appropriate course of action as it involves a far greater ROI in the long run.