Marketers: How to make PPC work for you!
•
3 likes•752 views
Recently, I talked about the hidden costs of PPC management and the companies that deploy a managed/commissioned approach to them. The art of attracting paid search traffic is a huge topic, though, and there is another side to the coin. Use AdWords intelligently, and you can discover a useful tool for bringing valuable visitors to your website. Just don't overlook having a quality site as your campaign's foundation.
![Social Media Engagement
Blogs & Content Marketing
Email Marketing Offers
Search Engine Query
Referrals & Sharing
Advertising
BLOG PAGE [ ATTRACT ]
Trust Building via Information
Attract
OFFER PAGE [ CAPTURE ]
Qualified Lead Capture via Form
Capture
WEB PAGE [ SELL ]
Business Information Presentation
Sell
kayakonlinemarketing.com
PPC
How To Make
So you have
decided to use PPC,
but are you getting the most out
of your money and efforts?
Work forYour
Run Very, Very
Targeted Campaigns
Business
Quality over Quantity - Target the few who
might turn out to be good prospects rather than
high clickthrough traffic
Be Precise - use combinations of keywords or
search terms, targeted advertisements, and
high value landing pages.
Link Targeted Pages - linking to home pages
is a common mistake. Link to the specific
product or service targeted
Keep a Close Eye on
Click-through Rates
and Quality Scores
3
Gain Insights - Google has an innovative quality score
system that lets you know how relevant your keywords,
ads, and landing page combinations are
Analyze - see how well you’re targeting likely buyers
and see if you’re paying too much for your ads
Use PPC to Test
Ideas, Not Shortcut
Organic Search
5
Don’t Shortcut - traditional big budget campaigns yield
inefficient, expensive, and temporary results that leave
organic results behind
Test and Research - test different keywords and landing
page combinations
Narrow Scope - find a message your visitors respond to
and use it to rank better in search, create targeted content,
and guide visitors to specific pages
Know Who You
Want to Attract
(and Who You Don’t)
2
Use Personas - use your customers traits,
language, and habits
Know Preferences - geographic location,
time of day, mobile accessibility, etc.
Negative Keywords - know the keywords not
to include to filter searchers you don’t want
Combine Your
PPC Ads With
Strong Content
4
Provide Incentive - Online ads only work
when they’re paired with great pieces of
content that searchers are looking for
Be Patient - Prospects reach out when ready,
don’t assume that someone will call you or
make a purchase right away
Give Options - provide blog posts, white
papers, and well crafted details on your
products and services
Feel Free to
Skip the Expensive
PPC Management
Service Firms
6
Be Unconventional - Everyone is doing the same
thing with poor results so why follow
Use a Specialist - If you decide to use PPC, educate
yourself beforehand, then explore the options to
compare rates, strategy, and current results
Long-Term Sustainability - Focus on cost-effective
options like valuable content, offers, and blog posts
to build your value and search rankings
Use These Tips - only you know your business and
prospects, doing your homework will yield better
results than hiring an outsider
1](https://image.slidesharecdn.com/how-to-make-ppc-work-160304145110/85/Marketers-How-to-make-PPC-work-for-you-1-320.jpg?cb=1457103319)
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Marketers: How to make PPC work for you!
- 1. Social Media Engagement Blogs & Content Marketing Email Marketing Offers Search Engine Query Referrals & Sharing Advertising BLOG PAGE [ ATTRACT ] Trust Building via Information Attract OFFER PAGE [ CAPTURE ] Qualified Lead Capture via Form Capture WEB PAGE [ SELL ] Business Information Presentation Sell kayakonlinemarketing.com PPC How To Make So you have decided to use PPC, but are you getting the most out of your money and efforts? Work forYour Run Very, Very Targeted Campaigns Business Quality over Quantity - Target the few who might turn out to be good prospects rather than high clickthrough traffic Be Precise - use combinations of keywords or search terms, targeted advertisements, and high value landing pages. Link Targeted Pages - linking to home pages is a common mistake. Link to the specific product or service targeted Keep a Close Eye on Click-through Rates and Quality Scores 3 Gain Insights - Google has an innovative quality score system that lets you know how relevant your keywords, ads, and landing page combinations are Analyze - see how well you’re targeting likely buyers and see if you’re paying too much for your ads Use PPC to Test Ideas, Not Shortcut Organic Search 5 Don’t Shortcut - traditional big budget campaigns yield inefficient, expensive, and temporary results that leave organic results behind Test and Research - test different keywords and landing page combinations Narrow Scope - find a message your visitors respond to and use it to rank better in search, create targeted content, and guide visitors to specific pages Know Who You Want to Attract (and Who You Don’t) 2 Use Personas - use your customers traits, language, and habits Know Preferences - geographic location, time of day, mobile accessibility, etc. Negative Keywords - know the keywords not to include to filter searchers you don’t want Combine Your PPC Ads With Strong Content 4 Provide Incentive - Online ads only work when they’re paired with great pieces of content that searchers are looking for Be Patient - Prospects reach out when ready, don’t assume that someone will call you or make a purchase right away Give Options - provide blog posts, white papers, and well crafted details on your products and services Feel Free to Skip the Expensive PPC Management Service Firms 6 Be Unconventional - Everyone is doing the same thing with poor results so why follow Use a Specialist - If you decide to use PPC, educate yourself beforehand, then explore the options to compare rates, strategy, and current results Long-Term Sustainability - Focus on cost-effective options like valuable content, offers, and blog posts to build your value and search rankings Use These Tips - only you know your business and prospects, doing your homework will yield better results than hiring an outsider 1