Top Tips for PPC Campaigns by Kyle Craig. For business owners and managers.

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This presentation is for the top tips for running a successful PPC campaign by Kyle Craig ( ). This info is for business owners and managers looking to run a successful PPC …

This presentation is for the top tips for running a successful PPC campaign by Kyle Craig ( ). This info is for business owners and managers looking to run a successful PPC campaign

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  • 1. 10 Tips Every Business Owner Should Know About Pay-Per-Click Business Owners - Ignore these tips at your own peril!
  • 2. Why should you read this?
    • This presentation is for business owners looking for information on running a successful pay-per-click advertising campaign
    • The information isn’t overly technical, and focuses on the most relevant principles for business owners and managers.
  • 3. Remember this…
    • You’ll learn general principles here.
    • Remember each pay-per-click platform – Adwords, Yahoo, Bing – all have their own quirks.
    • However these principles apply to all of them.
  • 4. Rule 1: Remember your Goal – To Get More Leads, at Lower Cost, Leading to Higher Sales
    • The end goal is the driving force behind all PPC activities
    • Getting a lead by paying $25 per lead doesn’t count as a successful campaign
    • Over time, you’ll develop and refine your campaign so you’re making more sales at the lowest cost per lead
  • 5. Rule 2: Keyword Research is critical
    • By far, the most time consuming task is keyword research
    • This stage is the most important
    • Short cutting this stage of the process will result in low – or even NO - leads
  • 6. Rule 3: Landing Pages matter
    • Your PPC ad will take the visitor to a landing page
    • If your landing page doesn’t convert, you’ve lost a sale
  • 7. Rule 4: Check your competition
    • Check your competition for the keywords your competitors are bidding on
    • There may be easy keywords to dominate if they are running a poor campaign
    • (Many times it’s easy to look at the competition’s keywords and run a better campaign)
  • 8. Rule 5: Start small, then grow
    • It’s better to take a larger number of keywords at a lower ad spend, then focus on the keywords that are working
    • You should focus on the higher converting keywords
    • Most of your results will come from a small number of keywords (the 80/20 rule)
  • 9. Rule 6: Don’t Forget Negative Keywords
    • Just as important as keywords you DO want, remember there are some words you DON’T
    • For example, you may eliminate the word ‘FREE’ from searches
  • 10. Rule 7: Know the process – Attract.Click.Convert
    • You want a prospect to first see your ad, then click on it, then request more information (or order) from your site
  • 11. Rule 8: Test, Test, Test. Track,Track,Track
    • Test everything – from the headline, ad copy, landing page, everything
    • Don’t ignore small things like capitalization and the URL
    • Tracking the details of your campaign to verify tests and lower your cost per lead
  • 12. Rule 9: Targeting
    • Higher conversions come from targeting your ads
    • Targeting could be based on location – zip code, country, etc.
    • Targeting also means eliminating from the content network
  • 13. Rule 10: Put yourself in the mind of your visitor
    • It’s easy to get lost in the tech details
    • Putting your in the visitor’s shoes - know why they search, what they want, and the results they want
    • This understanding affects your ad, your targeting, your copy, and your landing page
  • 14. Who is Kyle Craig?
    • Kyle Craig advises businesses on their marketing efforts. He analyzes existing campaigns and finds new opportunities for improving results, expanding marketing share and making sales. He works on lead generation, content production, publicity, and online marketing strategy. 
    • Kyle has worked with over 30 clients and over 50 product launches and campaigns. Today, he focuses on the most important aspect of the marketing campaign - getting inside the customer's head and deciphering the buying process.