<![CDATA[Today as I was looking through our blog content, I realized that we have posted absolutely nothing about pay per click marketing. So, over the next few weeks we are going to write several posts about PPC, starting with this post where I will talk about setting up your PPC account.
For those who are unfamiliar with Google AdWords, setting up a PPC account with no history to go on can be quite a tricky task. There are so many things happening in the paid search space, where should you start? To begin, you need to build out your keyword set.
Build Out Keyword Sets
Before you can get started with PPC, the first thing you need to do is determine what keywords you are going to bid on. Since you have no historical data, you will need to run some small tests to determine what works and what doesn’t work for your business.
Initially, you will want to focus your test on smaller groups of keywords that are likely to perform well. When researching keywords to bid on, think like your customers. What words might they be using to search for. Keywords that are intent related or product specific are going to be some of the best words to start with, so you’ll definitely want to spend some time on those.
The AdWords keyword tool
is effective in helping you come up with keyword ideas, but make sure to review the keywords carefull and pick those that are specific to the products and services that you offer. As you can see in the image below, if I were selling bedding on my website, bidding on words like bed or bed and bath are probably a bad idea, however, bedding linens might be a better choice.
Create Your Ads
After you have your keyword sets picked out, you will need to build out your ad messaging. The reason you group your keywords in to sets is so you can create specific ad copy that speaks to those keywords. For example, I wouldn’t want to run the same ad for SEO related keywords and content marketing
keywords. Make sure that you follow the ad creation guidelines
provided by Google and that you include a call to action to entice the click-thru.
Create Your Landing Pages
Just how you need to create separate ads for each keyword set, you will want to create a unique landing page for each keyword set as well. Same idea as above, you wouldn’t want to send SEO traffic to a content marketing page, so make sure you have a page for each topic and make sure you work to increase your quality score
through premier content that’s relevant to your ads and keyword sets.
Keep It Super Simple
When you get started with pay per click marketing, you will see that there are so many options when customizing a campaign. One word of advice for beginners, you need to keep your campaign as simple as possible until you get a few campaigns under your belt. For example, setting up day parting strategies… not your best usage of time 🙂 A better use of your time would be working on messaging and making sure that your landing page is set up to convert the visitors you are going to be sending to it.
One of the things you need to do is set up a daily budget. This is a safety net that you need to put in place to make sure you don’t blow hundreds or even thousands of dollars in a short period of time. I learned this lesson on my first campaign when I lost over $600 in less than five hours. Another tip, make sure you check in on your account at least a few times a day to make sure everything looks good. In the above example, I set up the campaign and went to school and when I came home had blown a chunk of change.
Campaign Tweaking & Optimization
After you have some good data, you will want to start tweaking your campaign and optimizing it to perform at its highest level. That is what I will discuss in my next PPC post probably rolling some time next week, so stay tuned!
If you have any questions or comments, please feel free to drop a comment below.]]>
Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.
Thanks for sharing this amazing post! These points can really help to make an effective PPC campaign. Great job.