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Pay-Per-Click Marketing
for Small Businesses
David McCammon
MarketTrainingCenter.Com

http://www.MarketTrainingCenter.com
Pay-Per-Click Marketing for Small Businesses

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Pay-Per-Click Marketing for Small Businesses

Introduction
What is Pay per Click Marketing?
Pay per click (PPC) marketing, like so many other forms of Internet
marketing, is a very simple concept that can become quite complex.
When you sign up for PPC marketing, the search engines will place
your business’ ad on their website and you’ll only be charged for the
space when someone clicks on your ad.
When you first sign up with a PPC program such as Google AdWords,
you’ll place a certain amount of money (called a ‘bid’) on particular keywords.
These keywords are words or phrases that are pertinent to your business or

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Pay-Per-Click Marketing for Small Businesses

industry. They could be the name of your company, a name of a product, or
the name of the industry you’re in.
Thousands, and perhaps even millions of people are bidding on these
keywords depending on the keyword; and the highest bid wins.
So if you place a bid for $0.15 on the keyword
“Michigan florist” you might win the bid and your ad will
show up first in the search engines listings and pages of
ads.
This increases the likelihood that someone will click on your ad, go
to your website, and buy your product or service.
Every time someone clicks on that ad, you would owe the search engines
$0.15.
Simple concept, complicated execution; that’s what pay-per-click marketing
is.
It’s an ad that usually consists of no more than two lines that you will fight
incredibly hard for, and spend a bit of money on.
In order for PPC marketing to be effective, it takes extensive
keyword research, creating and recreating the perfect ad, and constantly
changing and changing again different ad strategies, different PPC
networks, and continuously tracking those results.

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It can be exhausting, not to mention the amount of time it takes.
First, become an expert so that you understand how PPC works and what
might be the best strategies for you. Then, hire another expert that works in the
field to actually carry out the work for you.
This guide will show you how to do both.

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Pay-Per-Click Marketing for Small Businesses

Pay-Per-Click Marketing
There is one single reason why small businesses need to use PPC
marketing: it brings in customers that you otherwise could have missed.
When someone – anyone – searches for your keyword, if your ad has won
the bid, they will see it. No matter who they are or, depending on your keyword,
where they are. When someone sees your ad they will then take whatever action
you’ve told them to in your ad, or they’ll go to your website.
You’re automatically reaching out to a whole new, broader base of potential
customers; and all without doing anything more really than just bidding on some
keywords and creating an ad.
You don’t need to worry about actually putting the ad up, placing it, or
making sure it’s run on a regular basis.
While PPC marketing isn’t exactly “bid it and forget about it,” it can be much
less time-consuming than other type of marketing, and bring in more people. And
this influx of customers is the sole reason why small businesses need PPC
marketing.
However, while there may be one reason why it’s important for
small businesses to be involved with a PPC campaign, there are many
benefits businesses will receive from them.
Those will be outlined in the next section.

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Pay-Per-Click Marketing for Small Businesses

The Benefits of PPC Marketing for Small
Businesses
While the main goal of PPC marketing is to bring in more customers and
increase business, once business owners become involved with different PPC
campaigns, they quickly find that these programs have tons of benefits to offer.
Here are a few of them:


Low investment costs.
Unlike other marketing campaigns that can have huge costs attached to

them with no guarantee of a return on that investment, PPC marketing costs
almost nothing to set up. A few of the networks might have a small startup fee
but after that you won’t pay anything unless someone clicks on your ad.


Instant results.
This is a huge benefit of PPC marketing and again, one that’s unlike other

marketing campaigns. While even email marketing may take several weeks before
you see results, PPC lets you list your ads immediately and most importantly, start
getting clicks on those ads immediately. SEO marketing, which has similar aspects
of PPC, can take months before any results are seen.


Targeting locations.
Whether you want your online business to be known around the world or

you’re trying to attract locals to your little shop set up in Nebraska, with PPC you
can target exact locations. Omit the locations from your keywords and your ad
will go global. Include the words “Nebraska florist” and your ads will appear only

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to those IP addresses that the search engines pick up as being located in
Nebraska. You can also select the different countries that you want to target when
you create your PPC campaign.


Accurate and real-time tracking.
While you can spend countless hours and dollars trying to track other

marketing campaigns, with inaccurate results that are few and far between, you
can track your PPC any time you want. You’ll get the most accurate results, that
won’t just tell you how many clicks you have, but also where those clicks came
from, how many you have, and you can compare those results over certain
periods of time. This lets business owners see what’s working, what’s not, and
revise their PPC strategy in a way that will bring better results.

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Pay-Per-Click Marketing for Small Businesses

The Top 5 PPC Networks
Before you begin creating even your first ad for your PPC campaign,
you’ll need a PPC network to do it with.
Enter “PPC networks” or “pay-per-click programs” into any search engine
and you’ll be given a whole list of different providers and programs you can sign
up for.
You may want to use just one, or you may want to use a couple of the top
providers; that will be a decision for you and your marketing consultant to make.
When it comes time to choose one or two, here are the top five:


Google AdSense.
Google AdSense is the number one PPC network in the world. It is the

most widely used and the one that’s most people first think of when they think
PPC. Even though Google AdSense is at the height of its popularity today – and
growing – the earnings gained have dropped significantly in the last few years.
This program will still give you the best returns on your investment though, and it
works for any business in any niche.


Chitika.
Chitika has spent the last few years making constant upgrades and

improvements on their PPC program and today, it’s the number one alternative to
Google AdSense. The returns here are lower, but just about any network you
find won’t give you the returns that Google will.

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Pay-Per-Click Marketing for Small Businesses



Infolinks.
Even though it doesn’t provide the returns of Google AdSense or Chitika

proportions (or for that matter, anywhere even close to them,) many small
business owners still find that Infolinks is a better choice for them. This is
because ads through Infolinks don’t take up prime ad real estate space on your
website at the sidebar and the header. Instead, Infolink ads are smaller and don’t
detract as much from the rest of the site; yet visitors can still see them and click
on them.


Bidvertiser.
Of the top five PPC networks so far, Bidvertiser will give you the

lowest returns. So why would you use them? Because when you focus on
conversions rather than clicks, you could actually make much, much more than
you would with just a click program. A click refers to when someone simply clicks
on your ad. A conversion on the other hand, is when someone clicks on your ad
and then takes some kind of action. That could be signing up for a newsletter,
filling out a contact form, or any other kind of interaction with your site. While
clicks are nice in PPC, conversions are king – and you’ll be able to maximize the
most revenue out of them when you sign up with Bidvertiser.
Once you’ve chosen the PPC networks that you’re going to join, it’s
then time to sign up for them and create your first campaign!
How each individual PPC program works will vary, and there may be slightly
different steps that need to be completed within each before you can start creating
your campaign. All of the networks however, make these instructions very simple

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to follow and easy to understand. All you really need to worry about is creating the
campaign itself.

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What to Know to Run an Effective PPC
Campaign
Several steps are involved in running an effective PC campaign.
And while some may take just a few minutes to complete, others could take
days or weeks, depending on how much time you have and how much research
needs to be done. It’s for this reason that it’s recommended that you hire a
marketing consultant that can help you run the campaign from beginning to
end.
There are many areas of online marketing when a marketing consultant
may or may not be necessary; this is not one of them.
Business owners simply do not have the time required to run an effective
PPC campaign, and just about all of them find that they need help from the
professionals.
In this section we’ll outline what the necessary steps are to run an effective
PPC campaign; so that when it’s time to speak to your consultant you’ll have a
good idea of what you want and how to go about getting it.
Then later in this guide, you’ll find a section on how to hire the right
consultant to help you.
Set a budget

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This does not mean that you need to know from the very beginning what
you’re going to bid on your keywords – you don’t. You do need to know how
much you’re willing to spend on the campaign and then record that number to
make sure that you don’t go over it.
Remember to not only include a figure that you’re comfortable spending on
the bids, but also any set up fees that might be included to join a network, and the
fee for your marketing consultant.
All of these are also expenses brought on by the campaign, and need to be
factored in. Once you get into bidding, it’s very easy to get caught up in a bidding
war and get carried away. Going in with a firm number of what you can
spend will help prevent this from happening.
Research keywords and create a list
Now it’s time to focus on your keywords – by far the most daunting task for
any business owner, and even many consultants! Keywords are the cornerstone of
your campaign. Everything is based on them, and the ones you choose are
extremely important.
So, how can you start researching different keywords?
First, know what keywords are. Keywords are any words that visitors type
into the search engines when they’re looking for you, your business, or your
company. Start simply by brainstorming every potential search term and phrase
that you can think of, making them as broad and as specific as possible.

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For instance:
If you’re the florist in Nebraska your initial keywords might
be: florists, florist Nebraska, florists in Nebraska, Nebraska
florists, bouquets, bouquets Nebraska, buy roses Nebraska, buy
roses online.
You can see how with just a few minutes spent thinking about it, you can
come up with a keyword list of a hundred or more possible search terms.
Remember when creating your list to leave out industry-speak and terminology.
This is not what the average visitor is looking for; and you need to be thinking like
the average visitor.
When you’re done brainstorming, you then need to see how effective those
keywords will be. Having a long list of keywords is good, but if half of those
include terms no one’s looking for, they’re really of no good to you. To see how
popular certain keywords were, marketing consultants once had to rely on simply
entering every term individually into each search engine.
This was extremely time-consuming and an extremely tedious chore.
Today, there are much better ways to evaluate the popularity of certain
keywords. Here are the top five:


Wordtracker.

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With Wordtracker you can not only look up the most popular keywords
and see how much activity they receive, but with their Competition Search
you can also compare your keywords to see how competitive they are. This
feature lets you know what keywords are being bid on the most, and which are
not only the hardest to win but also, the most expensive to buy. Another
benefit of this feature is that it might uncover hidden keywords that
you never thought of, but that have huge potential for you.


WordStream.
This program has many different options to help you better research the

right keywords you should be using; and they’ll also help you organize them to see
which ones will be most profitable for your campaign. The only downside is that
WordStream is a fee-based program so you’ll need to really determine
whether or not it’s worth it to you.


Google AdWords keyword tool.
This is a free tool that anyone using Google AdWords has access to, and

it’s unwise not to use it. Simply fill in a few blanks and Google will pull up an
entire list of potential keywords, their popularity, and their effectiveness.


Google Suggest.
This is much like Thesaurus.com. You enter a keyword and it will pull up a

list of related words. Entire another one, and you’ll get another entire list; and
then another, and another. You could go on, and you should. Remember to add
each one that’s applicable to your keyword list.


Thesaurus.com.

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And then there’s Thesaurus.com – a great tool to find keywords, but one
that’s not really a keyword research tool. But it will help you find synonyms and
related words to your keyword or phrase.
Once you have your list you’ll then need to eliminate a few of them
so that you can have a list of the most effective keywords.
Start by going through and choosing only the words that are the most
relevant to your business and industry, and eliminating the rest. Then go through
and determine which keywords you have the most relevant content for.
You won’t be using the keywords if you’re not creating content specific to it,
so there’s no reason to have them on your list.
When your finalized list of keywords is created, you should have 20
– 30 keywords in total.
Those keywords are important and will need to appear in the ad you
eventually create. But first, you also need to make sure that your website has
enough content to support those specific keywords. The chances are good that,
because you’ve chosen keywords that are fitting to your business and industry,
you’ll already have a lot of content on your site to support those keywords.
For those that don’t though, you should write a page incorporating no more
than three to four keywords per page to go on the site. Putting new content on
your site might not seem like it has much to do with PPC, but you must have
content to support your keywords. Otherwise you could be penalized, and at the
very least, your PPC campaign will be completely ineffective.

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After you have your finalized list, and content to support it, it’s then
time to start bidding on those keywords.
Bid on keywords
The way bidding on keywords works within the different PPC networks is
much like their signup process – they are all very similar, they all vary slightly,
and how to actually place your bid is typically laid out in a step-by-step process
that will walk you through the entire process.
However, your strategy for bidding is what’s important, and probably
something that would have to be changed a few times, depending on how they
work.
First, you should know a few basics on how bidding works.
From your keyword list, start with the ones that have the best earnings
and returns, and the ones most related to your business or industry.
You then need to decide how much you’re going to bid on each keyword; but
be careful here. As mentioned, it’s very easy to spend too much on a bid, and so
that’s where your strategy comes into play. Typically when it comes to bidding on
keywords you have two strategies you can employ: to be conservative and start
off slow; or go all or nothing and bid largely on whatever you can. Both have
their time and place, and the one you choose will depend on your business’
situation.

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Being prudent in your bidding strategy, and selecting only a few choice
keywords to bid low on is a good strategy for businesses that don’t have a lot of
room in their advertising budget and that don’t mind investing a lot of time in the
testing and retesting of different keywords and different bids. However, when
using this strategy for your campaign there are a few things to keep in mind.
One of those is that, even though you’re bidding low and don’t mind waiting
to see which works best, you still want to bid high enough to make sure that your
ads are still being placed within the 4th and 8th positions. The 1st through 3rd
obviously receive the most clicks, but you’ll also need to bid a premium for them.
You don’t want to be any lower than 8 th however, because then your
ad won’t appear on the first page, and won’t be effective.
The other thing to keep in mind when bidding prudently is to remember that
tracking your results is even more important.
You’re going to be using a number of keywords over a long period of time,
and trying to determine which of those keywords gives you the best return. While
bidding only on the highest sought-after keywords is a good bet that you’ll get
those earnings back and so, tracking may not be as crucial, that’s not the case
when you’re bidding low and bidding often.
Bidding aggressively is to bid high on the most wanted keywords. Your ads
will appear within the first three ad results, and they’ll be very expensive. While
appearing in the top three is definitely an advantage, you need to make sure that
your budget can handle it.

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Pay-Per-Click Marketing for Small Businesses

Many business owners fall into the trap of thinking that they must be within
those top three results. If your budget can afford it, this strategy can be extremely
effective for business owners that want to get fast comparisons of their keywords
so that they can move on with refining their campaign. While the business is
advancing their marketing campaigns, they’ll also be grabbing the majority of their
market share and gaining an edge over their competition by being in the top three
results.
The bidding strategy you use will entirely depend on your own
wants, your business’ needs, and what you think will work best.
But, not even the best bidding strategy with the best keywords will work if
the ads to go along with them aren’t any good.
That’s why you also need to know how to write a good ad.
Write an outstanding ad copy
There’s no way around it. If you want your PPC marketing to be at
all effective, you’ll need to have ad copy that is not only great, but
outstanding.
In order to do that, your ad copy can be broken down into three different
parts: the headline, the body of the ad, and your company’s URL.

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When it comes to writing your headline, there are also two strategies that
you can employ. And again, the one you choose will depend on what you want to
get out of your marketing campaign and what strategy you think will work best for
you.
The first strategy is to fill your headline with as many keywords as
possible.
For example:
Your headline could be “Florist in Omaha, Nebraska” which could
be an entire keyword or phrase in itself. This could get you
higher listing results and it could get you a lot of clicks. But
it might not get you a lot of conversions, and remember,
conversions are king.

If it’s conversions that you’re after, including a call to action in your headline
is usually most recommended.
So without focusing on keywords your headline could be, “Call the best, call
us!” and then include your keywords within the ad body, which will be visible
directly underneath the headline. This is more reader-friendly than it is search
engine-friendly, and will get you better earnings faster.
Again, whichever strategy you choose will depend on what’s best for your
campaign and your company. Remember whichever one you use though, you only
have 25 characters in your headline.

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Pay-Per-Click Marketing for Small Businesses

Once you have an outstanding headline you can then move onto the
ad body, for which you’ll have 70 characters to create the perfect ad.
This isn’t a lot of space to use, so make sure that you include three vital
elements: a sale or promotion, a call to action, and a focus on benefits, not
features.
First, talk about the sale or promotion.
There’s nothing people love more than a sale or a discount, especially when
they’re already searching for your keyword. Making sure that you include the fact
that you have one will capture people’s attention and have them read further, click
on your ad and hopefully, use your business.
Next is your call to action, and this is especially important if you didn’t
include on in your headline.
What customers are supposed to do next might be clear to you, but after
fewer than 100 characters, it might not be clear to them. Tell them to “Act
now!” or “Call us today!” or “Contact us for a free sample!”
Something that tells them the next steps they should take and how to do it.
Thirdly, in your overall ad copy, make sure you focus on benefits, not
features.
This means that you don’t simply list all of the products you have for sale,
but what benefit those products can bring to the customer. Don’t just tell

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them that you have roses, tulips, and carnations. Tell them that you can also
deliver them overnight, to make sure they arrive in time for that special
someone’s birthday. Focusing on benefits with so little space can be difficult, so
you’ll have to get creative on this one!
There’s one more thing you need to include in your ad copy and that’s a link
to your website. Luckily, this one requires no creativity and very little strategies.
If you have a number of different websites that you’re using, you might have
to consider which URL to list, but that’s the only choice you’ll need to make here.
The only consideration you’ll need to think about when entering your URL
is the landing page it will take visitors to; because this also needs to be
outstanding.
Create an outstanding landing page
A good landing page is almost as essential to an effective PPC
campaign as keywords are; but they’re not nearly as difficult to create.
Your landing page is the page visitors “land” on after they click on your ad.
And really, it’s just an expansion of your ad.
Because of that, you want to include all of the same elements you included
in your ad, but you also want to expand on them. Still tell them what your
promotion is, but tell them more about it (how long the offer’s on for, what
products exactly are included, etc.)

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Pay-Per-Click Marketing for Small Businesses

You also want to include a call to action, but you also want to expand on
that. So instead of just “Contact us!” you might say something like, “Call us today
and we’ll be happy to discuss your wedding photo needs and send you a free
quote that will include our limited time discount offer.”
Remember when creating your landing pages that, while you might
be able to use them for SEO purposes as well, they’re largely more
reader-based than they are search engine-based.
Because of this, you need to make sure that your landing pages are created
for your readers and that they’re pages readers actually want to spend a few
minutes on. Make sure the design is aesthetically-pleasing, that your offer is
clear, and that the content is friendly and approachable. All of these elements
will make for an outstanding landing page.
Track your PPC campaigns
You’ve chosen your keywords; and you’ve even bid on them. You’ve created
an outstanding ad and an outstanding landing page. You’ve even created content
to support your keywords, and your ads are now up and running.
Think you’re done?
Whenever you’re running a PPC campaign, you’re never done;
because you must constantly monitor, regulate, and track the results of
your campaign.

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And if those results don’t match up with what your intended goals were, you
have to go back and try with different keywords, different landing pages, and
maybe even different offers.
Tracking is essential to any PPC campaign; maybe even more essential.
Because if you can’t track it and you don’t know what results you’re getting
from your campaigns (if any!) everything else is a moot point.
Your marketing consultant will have an entire arsenal of tracking tools up
their sleeve; one you can use is Google Analytics. This is another free tool you
can use when you sign up with Google AdWords and it will compare across the
board for you how often your landing page was viewed, how many people signed
up or converted, and how many clicks your ads received.
Once you’re tracking your campaigns, you really are done the bulk of
the work; except for when you need to go back to square one and rework
it.
But, even though that’s a lot of information to take in and a lot to think
about, there are still a few last minute details to think about.
In the next section we’ll look at some tips and tricks to help you along the
way.

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Essential PPC Tips for Small Businesses
Just like all other forms of Internet marketing, there are do’s and don’ts
that go along with PPC marketing campaigns; here we’ve provided them for you.
Do:


Optimize your keywords again and again and again. Your business
likely changes all the time, and your keywords need to reflect your business.
Therefore, they need to change, too.



Find a target audience. Just like any other form of marketing, there is
most likely a certain demographic that you are reaching out to. Know who
that is in your PPC campaign so that you can target these campaigns to
them as well.



Include your location in your keywords. You shouldn’t include it in every
one (unless your business only operates in one specific araea), but localizing
your keywords for anything your business does online is essential to staying
competitive in online marketing today.



Give them an offer they can’t refuse.
The ad is really just the beginning to draw them in. You want to give visitors
something that they’d be crazy to turn down; so they won’t.

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Pay-Per-Click Marketing for Small Businesses



Be honest with your customers in your keywords. Make sure they are
relevant and that you’re not just using them to generate traffic. If a visitor
clicks on your keyword expecting one thing and they don’t get it, they likely
won’t be back – to your website or your business.



Tell visitors as much as you can about your business within those 95
characters. Member of an industry association? Been in business for 80
years? New in town, and bringing a product that will fill a need of the
community? Whatever it is that lets your visitors feel as though they know a
little bit more about you and your company should be included – as
concisely as possible.



When tracking your ads, also make sure that you’re checking which
time of day certain ads do best. This is a feature that is included with
many tracking tools, and it’s one that cannot be overlooked.

Don’t:


Select only one PPC network to use. While Google AdWords might be
the most popular and the top-earning network, it’s not the be-all-end-all,
and limiting yourself to this one only will hurt your overall PPC campaign.



Only select broad keywords. While using a few broad keywords might pay
off for you, if you’re willing to pay the high price for them, limiting yourself
to them will neglect all of the local traffic that’s available. This can be a

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dangerous mistake for businesses, as most still want to attract as much local
business as possible – whether you’re a global company or not.


Forget to test your ads. Yes, along with changing your keywords, you’re
also going to need to change the actual ad to see which one attracts the
most visitors. Maybe it’s a special limited time discount one month, and a
free sample the next. Whatever it is you have to offer customers, switch it
up, and switch it up frequently.



Use your Home page as your landing page. This is a huge mistake that
many business owners make. Sending your customers to your Home page
essentially brings them into your company’s door and then leaves them on
their own. They don’t know what to do, they don’t know what you’re
offering, and they don’t know what benefit they’ll get from working with you.
And then they’ll leave.
This is why creating an outstanding landing page is essential in any effective
PPC campaign; and you should never make your visitors settle for your
Home page.



Neglect to track your results. This isn’t meant to beat a dead horse, but
not tracking your PPC campaigns is essentially going into it blind. You’ll have
no idea what’s working, what’s not, and whether or not the entire thing is
worth your time and trouble. Track, track, track, it really can’t be said
enough.

Page 27
Pay-Per-Click Marketing for Small Businesses

Overwhelmed at the amount there is to know about PPC campaigns?
It’s understandable; there’s a lot to know and a lot to do.
Because of that, almost all business owners find that they need to hire a
marketing consultant to help them with all of the different tasks and essentially,
take over the legwork. While you’ll still have final say on all your PPC campaign
decisions, you won’t have to actually take the time to carry them all out yourself.
And that’s good, because you don’t have time for it!
In the next section you’ll find out what you really need to be looking for
when hiring a marketing consultant to manage your PPC campaigns.

Page 28
Pay-Per-Click Marketing for Small Businesses

Using a 3rd Party to Manage Your PPC
Managing PPC campaigns is a delicate art of balancing science,
calculations, and sociological patterns.
While it’s not difficult to learn how to do it, it takes time before you can get
really, really good at it.
And you need to be really, really good at it if you want your PPC marketing
efforts to be effective.
Many marketing consultants are really, really good at it; but not all are,
even if though they may claim to be.
You will need a marketing consultant; there’s just no other choice for small
businesses that want to make the very most of their PPC campaigns. But you
don’t have to hire just anyone.
Below are some questions that, even though you might not necessarily need
to ask the consultant, you definitely want to ask yourself before hiring them.
Are they qualified?
This one you probably will have to actually ask the consultant, because
there’s specific certification you’re looking for. Being qualified as an “AdWords

Page 29
Pay-Per-Click Marketing for Small Businesses

Qualified Individual” is essential; and if the consultant really does have this
certification, they’re most likely to advertise as such on their own website.
If not, make sure you do ask to see it. Other PPC networks might also have
their own certifications; but you can’t hire anyone who doesn’t have the AdWords
certification.
Are they experienced? Are they experienced in your industry?
While there’s nothing really wrong with startup PPC marketing firms and
consultants, this is a form of Internet marketing that really takes time before
anyone can develop a skill at. Make sure that they have experience in the
field, and then that they have experience in your industry.
This is especially important when it comes to things such as keywords and
your landing page because they’ll know the jargon (for the landing page) and
they’ll know what people are searching for (for the keywords.) They’ll also know
overall what works and what doesn’t within your own specific industry. In order to
find out if they really have experience, you might have to ask the consultant for
references.
Have they done research on your site?
In one of your first conversations with potential marketing consultants, make
sure to mention certain aspects of your site and see if they are familiar with them.
When consultants are giving you their sales pitch, they need to be telling you what
they can do for you; and they can’t know what they can do for you unless they’ve
researched your company a little bit. When a consultant comes to a meeting

Page 30
Pay-Per-Click Marketing for Small Businesses

prepared, it shows that they’re a professional and that they’ll show that attention
to detail every step of the way through all of your campaigns.
Who is going to actually do the work?
This is an important one because marketing firms are known for hiring
interns, apprentices, and coop students to help them learn about the industry.
While it’s certainly fine if one of these interns works on your account with the
consultant (pending your approval,) the initial consultant that you spoke with
must be present at all times. This is the only person who’s going to really know
what you need out of your campaign, because they’re the only one that has
actually spoken to you to find out.
Are they affordable?
Just like anything else with any type of marketing, cheap does not always
mean bad and expensive does not always mean the best. The best rule of thumb
is to make sure that the consultant can come in within the price range you give
them, and that they don’t try to talk you into paying for something that’s over that
and that you don’t need. It’s very easy to overcharge in the world of PPC
marketing; and you don’t want to be victim to it.

Page 31
Pay-Per-Click Marketing for Small Businesses

Conclusion
Pay per click marketing might not seem at first like it’s going to make a huge
difference to your business.
But if you don’t get in on this highly lucrative Internet marketing,
you’re going to miss out on huge profits and reaching customers that you
never would have otherwise.
It’s inarguable that there’s a lot to know when it comes to PPC marketing
and that there’s even more to do. As a business owner, you simply don’t have
time for it; PPC management takes that much time.
Start calling around to marketing consultants today, so that you can start
your very first PPC campaign tomorrow! You’ll see profits immediately!

Page 32

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Pay perclick marketingx

  • 1. Pay-Per-Click Marketing for Small Businesses David McCammon MarketTrainingCenter.Com http://www.MarketTrainingCenter.com
  • 2. Pay-Per-Click Marketing for Small Businesses NOTICE: You Do NOT Have the Right to Reprint or Resell this Report! You Also MAY NOT Give Away, Sell or Share the Content Herein If you obtained this report from anywhere other than http://markettrainingcenter.com you have a pirated copy. Please help stop Internet crime by reporting this to: mailto:support@markettrainingcenter.com. © 2013 Copyright MarketTrainingCenter.com. All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from the author, except for the inclusion of brief quotations in a review. Legal Notices The information presented herein represents the view of the author as of the date of publication. Because of the rate with which conditions change, the author reserve the right to alter and update his opinion based on the new conditions. This book is for informational purposes only. While every attempt has been made to verify the information provided in this book, neither the authors nor their affiliates/partners assume any responsibility for errors, inaccuracies or omissions. Any slights of people or organizations are unintentional. You should be aware of any laws which govern business transactions or other business practices in your country and state. Any reference to any person or business whether living or dead is purely coincidental. Every effort has been made to accurately represent this product and its potential. Examples in these materials are not to be interpreted as a promise or guarantee of earnings. Earning potential is entirely dependent on the person using our product, ideas and techniques. We do not purport this as a “get rich scheme.” Your level of success in attaining the results claimed in our materials depends on the time you devote to the program, ideas and techniques mentioned your finances, knowledge and various skills. Since these factors differ according to individuals, we cannot guarantee your success or income level. Nor are we responsible for any of your actions. Any and all forward looking statements here or on any of our sales material are intended to express our opinion of earnings potential. Many factors will be important in determining your actual results and no guarantees are made that you will achieve results similar to ours or anybody else’s, in fact no guarantees are made that you will achieve any results from our ideas and techniques in our material. Page 2
  • 3. Pay-Per-Click Marketing for Small Businesses Introduction What is Pay per Click Marketing? Pay per click (PPC) marketing, like so many other forms of Internet marketing, is a very simple concept that can become quite complex. When you sign up for PPC marketing, the search engines will place your business’ ad on their website and you’ll only be charged for the space when someone clicks on your ad. When you first sign up with a PPC program such as Google AdWords, you’ll place a certain amount of money (called a ‘bid’) on particular keywords. These keywords are words or phrases that are pertinent to your business or Page 3
  • 4. Pay-Per-Click Marketing for Small Businesses industry. They could be the name of your company, a name of a product, or the name of the industry you’re in. Thousands, and perhaps even millions of people are bidding on these keywords depending on the keyword; and the highest bid wins. So if you place a bid for $0.15 on the keyword “Michigan florist” you might win the bid and your ad will show up first in the search engines listings and pages of ads. This increases the likelihood that someone will click on your ad, go to your website, and buy your product or service. Every time someone clicks on that ad, you would owe the search engines $0.15. Simple concept, complicated execution; that’s what pay-per-click marketing is. It’s an ad that usually consists of no more than two lines that you will fight incredibly hard for, and spend a bit of money on. In order for PPC marketing to be effective, it takes extensive keyword research, creating and recreating the perfect ad, and constantly changing and changing again different ad strategies, different PPC networks, and continuously tracking those results. Page 4
  • 5. Pay-Per-Click Marketing for Small Businesses It can be exhausting, not to mention the amount of time it takes. First, become an expert so that you understand how PPC works and what might be the best strategies for you. Then, hire another expert that works in the field to actually carry out the work for you. This guide will show you how to do both. Page 5
  • 6. Pay-Per-Click Marketing for Small Businesses Pay-Per-Click Marketing There is one single reason why small businesses need to use PPC marketing: it brings in customers that you otherwise could have missed. When someone – anyone – searches for your keyword, if your ad has won the bid, they will see it. No matter who they are or, depending on your keyword, where they are. When someone sees your ad they will then take whatever action you’ve told them to in your ad, or they’ll go to your website. You’re automatically reaching out to a whole new, broader base of potential customers; and all without doing anything more really than just bidding on some keywords and creating an ad. You don’t need to worry about actually putting the ad up, placing it, or making sure it’s run on a regular basis. While PPC marketing isn’t exactly “bid it and forget about it,” it can be much less time-consuming than other type of marketing, and bring in more people. And this influx of customers is the sole reason why small businesses need PPC marketing. However, while there may be one reason why it’s important for small businesses to be involved with a PPC campaign, there are many benefits businesses will receive from them. Those will be outlined in the next section. Page 6
  • 7. Pay-Per-Click Marketing for Small Businesses The Benefits of PPC Marketing for Small Businesses While the main goal of PPC marketing is to bring in more customers and increase business, once business owners become involved with different PPC campaigns, they quickly find that these programs have tons of benefits to offer. Here are a few of them:  Low investment costs. Unlike other marketing campaigns that can have huge costs attached to them with no guarantee of a return on that investment, PPC marketing costs almost nothing to set up. A few of the networks might have a small startup fee but after that you won’t pay anything unless someone clicks on your ad.  Instant results. This is a huge benefit of PPC marketing and again, one that’s unlike other marketing campaigns. While even email marketing may take several weeks before you see results, PPC lets you list your ads immediately and most importantly, start getting clicks on those ads immediately. SEO marketing, which has similar aspects of PPC, can take months before any results are seen.  Targeting locations. Whether you want your online business to be known around the world or you’re trying to attract locals to your little shop set up in Nebraska, with PPC you can target exact locations. Omit the locations from your keywords and your ad will go global. Include the words “Nebraska florist” and your ads will appear only Page 7
  • 8. Pay-Per-Click Marketing for Small Businesses to those IP addresses that the search engines pick up as being located in Nebraska. You can also select the different countries that you want to target when you create your PPC campaign.  Accurate and real-time tracking. While you can spend countless hours and dollars trying to track other marketing campaigns, with inaccurate results that are few and far between, you can track your PPC any time you want. You’ll get the most accurate results, that won’t just tell you how many clicks you have, but also where those clicks came from, how many you have, and you can compare those results over certain periods of time. This lets business owners see what’s working, what’s not, and revise their PPC strategy in a way that will bring better results. Page 8
  • 9. Pay-Per-Click Marketing for Small Businesses The Top 5 PPC Networks Before you begin creating even your first ad for your PPC campaign, you’ll need a PPC network to do it with. Enter “PPC networks” or “pay-per-click programs” into any search engine and you’ll be given a whole list of different providers and programs you can sign up for. You may want to use just one, or you may want to use a couple of the top providers; that will be a decision for you and your marketing consultant to make. When it comes time to choose one or two, here are the top five:  Google AdSense. Google AdSense is the number one PPC network in the world. It is the most widely used and the one that’s most people first think of when they think PPC. Even though Google AdSense is at the height of its popularity today – and growing – the earnings gained have dropped significantly in the last few years. This program will still give you the best returns on your investment though, and it works for any business in any niche.  Chitika. Chitika has spent the last few years making constant upgrades and improvements on their PPC program and today, it’s the number one alternative to Google AdSense. The returns here are lower, but just about any network you find won’t give you the returns that Google will. Page 9
  • 10. Pay-Per-Click Marketing for Small Businesses  Infolinks. Even though it doesn’t provide the returns of Google AdSense or Chitika proportions (or for that matter, anywhere even close to them,) many small business owners still find that Infolinks is a better choice for them. This is because ads through Infolinks don’t take up prime ad real estate space on your website at the sidebar and the header. Instead, Infolink ads are smaller and don’t detract as much from the rest of the site; yet visitors can still see them and click on them.  Bidvertiser. Of the top five PPC networks so far, Bidvertiser will give you the lowest returns. So why would you use them? Because when you focus on conversions rather than clicks, you could actually make much, much more than you would with just a click program. A click refers to when someone simply clicks on your ad. A conversion on the other hand, is when someone clicks on your ad and then takes some kind of action. That could be signing up for a newsletter, filling out a contact form, or any other kind of interaction with your site. While clicks are nice in PPC, conversions are king – and you’ll be able to maximize the most revenue out of them when you sign up with Bidvertiser. Once you’ve chosen the PPC networks that you’re going to join, it’s then time to sign up for them and create your first campaign! How each individual PPC program works will vary, and there may be slightly different steps that need to be completed within each before you can start creating your campaign. All of the networks however, make these instructions very simple Page 10
  • 11. Pay-Per-Click Marketing for Small Businesses to follow and easy to understand. All you really need to worry about is creating the campaign itself. Page 11
  • 12. Pay-Per-Click Marketing for Small Businesses What to Know to Run an Effective PPC Campaign Several steps are involved in running an effective PC campaign. And while some may take just a few minutes to complete, others could take days or weeks, depending on how much time you have and how much research needs to be done. It’s for this reason that it’s recommended that you hire a marketing consultant that can help you run the campaign from beginning to end. There are many areas of online marketing when a marketing consultant may or may not be necessary; this is not one of them. Business owners simply do not have the time required to run an effective PPC campaign, and just about all of them find that they need help from the professionals. In this section we’ll outline what the necessary steps are to run an effective PPC campaign; so that when it’s time to speak to your consultant you’ll have a good idea of what you want and how to go about getting it. Then later in this guide, you’ll find a section on how to hire the right consultant to help you. Set a budget Page 12
  • 13. Pay-Per-Click Marketing for Small Businesses This does not mean that you need to know from the very beginning what you’re going to bid on your keywords – you don’t. You do need to know how much you’re willing to spend on the campaign and then record that number to make sure that you don’t go over it. Remember to not only include a figure that you’re comfortable spending on the bids, but also any set up fees that might be included to join a network, and the fee for your marketing consultant. All of these are also expenses brought on by the campaign, and need to be factored in. Once you get into bidding, it’s very easy to get caught up in a bidding war and get carried away. Going in with a firm number of what you can spend will help prevent this from happening. Research keywords and create a list Now it’s time to focus on your keywords – by far the most daunting task for any business owner, and even many consultants! Keywords are the cornerstone of your campaign. Everything is based on them, and the ones you choose are extremely important. So, how can you start researching different keywords? First, know what keywords are. Keywords are any words that visitors type into the search engines when they’re looking for you, your business, or your company. Start simply by brainstorming every potential search term and phrase that you can think of, making them as broad and as specific as possible. Page 13
  • 14. Pay-Per-Click Marketing for Small Businesses For instance: If you’re the florist in Nebraska your initial keywords might be: florists, florist Nebraska, florists in Nebraska, Nebraska florists, bouquets, bouquets Nebraska, buy roses Nebraska, buy roses online. You can see how with just a few minutes spent thinking about it, you can come up with a keyword list of a hundred or more possible search terms. Remember when creating your list to leave out industry-speak and terminology. This is not what the average visitor is looking for; and you need to be thinking like the average visitor. When you’re done brainstorming, you then need to see how effective those keywords will be. Having a long list of keywords is good, but if half of those include terms no one’s looking for, they’re really of no good to you. To see how popular certain keywords were, marketing consultants once had to rely on simply entering every term individually into each search engine. This was extremely time-consuming and an extremely tedious chore. Today, there are much better ways to evaluate the popularity of certain keywords. Here are the top five:  Wordtracker. Page 14
  • 15. Pay-Per-Click Marketing for Small Businesses With Wordtracker you can not only look up the most popular keywords and see how much activity they receive, but with their Competition Search you can also compare your keywords to see how competitive they are. This feature lets you know what keywords are being bid on the most, and which are not only the hardest to win but also, the most expensive to buy. Another benefit of this feature is that it might uncover hidden keywords that you never thought of, but that have huge potential for you.  WordStream. This program has many different options to help you better research the right keywords you should be using; and they’ll also help you organize them to see which ones will be most profitable for your campaign. The only downside is that WordStream is a fee-based program so you’ll need to really determine whether or not it’s worth it to you.  Google AdWords keyword tool. This is a free tool that anyone using Google AdWords has access to, and it’s unwise not to use it. Simply fill in a few blanks and Google will pull up an entire list of potential keywords, their popularity, and their effectiveness.  Google Suggest. This is much like Thesaurus.com. You enter a keyword and it will pull up a list of related words. Entire another one, and you’ll get another entire list; and then another, and another. You could go on, and you should. Remember to add each one that’s applicable to your keyword list.  Thesaurus.com. Page 15
  • 16. Pay-Per-Click Marketing for Small Businesses And then there’s Thesaurus.com – a great tool to find keywords, but one that’s not really a keyword research tool. But it will help you find synonyms and related words to your keyword or phrase. Once you have your list you’ll then need to eliminate a few of them so that you can have a list of the most effective keywords. Start by going through and choosing only the words that are the most relevant to your business and industry, and eliminating the rest. Then go through and determine which keywords you have the most relevant content for. You won’t be using the keywords if you’re not creating content specific to it, so there’s no reason to have them on your list. When your finalized list of keywords is created, you should have 20 – 30 keywords in total. Those keywords are important and will need to appear in the ad you eventually create. But first, you also need to make sure that your website has enough content to support those specific keywords. The chances are good that, because you’ve chosen keywords that are fitting to your business and industry, you’ll already have a lot of content on your site to support those keywords. For those that don’t though, you should write a page incorporating no more than three to four keywords per page to go on the site. Putting new content on your site might not seem like it has much to do with PPC, but you must have content to support your keywords. Otherwise you could be penalized, and at the very least, your PPC campaign will be completely ineffective. Page 16
  • 17. Pay-Per-Click Marketing for Small Businesses After you have your finalized list, and content to support it, it’s then time to start bidding on those keywords. Bid on keywords The way bidding on keywords works within the different PPC networks is much like their signup process – they are all very similar, they all vary slightly, and how to actually place your bid is typically laid out in a step-by-step process that will walk you through the entire process. However, your strategy for bidding is what’s important, and probably something that would have to be changed a few times, depending on how they work. First, you should know a few basics on how bidding works. From your keyword list, start with the ones that have the best earnings and returns, and the ones most related to your business or industry. You then need to decide how much you’re going to bid on each keyword; but be careful here. As mentioned, it’s very easy to spend too much on a bid, and so that’s where your strategy comes into play. Typically when it comes to bidding on keywords you have two strategies you can employ: to be conservative and start off slow; or go all or nothing and bid largely on whatever you can. Both have their time and place, and the one you choose will depend on your business’ situation. Page 17
  • 18. Pay-Per-Click Marketing for Small Businesses Being prudent in your bidding strategy, and selecting only a few choice keywords to bid low on is a good strategy for businesses that don’t have a lot of room in their advertising budget and that don’t mind investing a lot of time in the testing and retesting of different keywords and different bids. However, when using this strategy for your campaign there are a few things to keep in mind. One of those is that, even though you’re bidding low and don’t mind waiting to see which works best, you still want to bid high enough to make sure that your ads are still being placed within the 4th and 8th positions. The 1st through 3rd obviously receive the most clicks, but you’ll also need to bid a premium for them. You don’t want to be any lower than 8 th however, because then your ad won’t appear on the first page, and won’t be effective. The other thing to keep in mind when bidding prudently is to remember that tracking your results is even more important. You’re going to be using a number of keywords over a long period of time, and trying to determine which of those keywords gives you the best return. While bidding only on the highest sought-after keywords is a good bet that you’ll get those earnings back and so, tracking may not be as crucial, that’s not the case when you’re bidding low and bidding often. Bidding aggressively is to bid high on the most wanted keywords. Your ads will appear within the first three ad results, and they’ll be very expensive. While appearing in the top three is definitely an advantage, you need to make sure that your budget can handle it. Page 18
  • 19. Pay-Per-Click Marketing for Small Businesses Many business owners fall into the trap of thinking that they must be within those top three results. If your budget can afford it, this strategy can be extremely effective for business owners that want to get fast comparisons of their keywords so that they can move on with refining their campaign. While the business is advancing their marketing campaigns, they’ll also be grabbing the majority of their market share and gaining an edge over their competition by being in the top three results. The bidding strategy you use will entirely depend on your own wants, your business’ needs, and what you think will work best. But, not even the best bidding strategy with the best keywords will work if the ads to go along with them aren’t any good. That’s why you also need to know how to write a good ad. Write an outstanding ad copy There’s no way around it. If you want your PPC marketing to be at all effective, you’ll need to have ad copy that is not only great, but outstanding. In order to do that, your ad copy can be broken down into three different parts: the headline, the body of the ad, and your company’s URL. Page 19
  • 20. Pay-Per-Click Marketing for Small Businesses When it comes to writing your headline, there are also two strategies that you can employ. And again, the one you choose will depend on what you want to get out of your marketing campaign and what strategy you think will work best for you. The first strategy is to fill your headline with as many keywords as possible. For example: Your headline could be “Florist in Omaha, Nebraska” which could be an entire keyword or phrase in itself. This could get you higher listing results and it could get you a lot of clicks. But it might not get you a lot of conversions, and remember, conversions are king. If it’s conversions that you’re after, including a call to action in your headline is usually most recommended. So without focusing on keywords your headline could be, “Call the best, call us!” and then include your keywords within the ad body, which will be visible directly underneath the headline. This is more reader-friendly than it is search engine-friendly, and will get you better earnings faster. Again, whichever strategy you choose will depend on what’s best for your campaign and your company. Remember whichever one you use though, you only have 25 characters in your headline. Page 20
  • 21. Pay-Per-Click Marketing for Small Businesses Once you have an outstanding headline you can then move onto the ad body, for which you’ll have 70 characters to create the perfect ad. This isn’t a lot of space to use, so make sure that you include three vital elements: a sale or promotion, a call to action, and a focus on benefits, not features. First, talk about the sale or promotion. There’s nothing people love more than a sale or a discount, especially when they’re already searching for your keyword. Making sure that you include the fact that you have one will capture people’s attention and have them read further, click on your ad and hopefully, use your business. Next is your call to action, and this is especially important if you didn’t include on in your headline. What customers are supposed to do next might be clear to you, but after fewer than 100 characters, it might not be clear to them. Tell them to “Act now!” or “Call us today!” or “Contact us for a free sample!” Something that tells them the next steps they should take and how to do it. Thirdly, in your overall ad copy, make sure you focus on benefits, not features. This means that you don’t simply list all of the products you have for sale, but what benefit those products can bring to the customer. Don’t just tell Page 21
  • 22. Pay-Per-Click Marketing for Small Businesses them that you have roses, tulips, and carnations. Tell them that you can also deliver them overnight, to make sure they arrive in time for that special someone’s birthday. Focusing on benefits with so little space can be difficult, so you’ll have to get creative on this one! There’s one more thing you need to include in your ad copy and that’s a link to your website. Luckily, this one requires no creativity and very little strategies. If you have a number of different websites that you’re using, you might have to consider which URL to list, but that’s the only choice you’ll need to make here. The only consideration you’ll need to think about when entering your URL is the landing page it will take visitors to; because this also needs to be outstanding. Create an outstanding landing page A good landing page is almost as essential to an effective PPC campaign as keywords are; but they’re not nearly as difficult to create. Your landing page is the page visitors “land” on after they click on your ad. And really, it’s just an expansion of your ad. Because of that, you want to include all of the same elements you included in your ad, but you also want to expand on them. Still tell them what your promotion is, but tell them more about it (how long the offer’s on for, what products exactly are included, etc.) Page 22
  • 23. Pay-Per-Click Marketing for Small Businesses You also want to include a call to action, but you also want to expand on that. So instead of just “Contact us!” you might say something like, “Call us today and we’ll be happy to discuss your wedding photo needs and send you a free quote that will include our limited time discount offer.” Remember when creating your landing pages that, while you might be able to use them for SEO purposes as well, they’re largely more reader-based than they are search engine-based. Because of this, you need to make sure that your landing pages are created for your readers and that they’re pages readers actually want to spend a few minutes on. Make sure the design is aesthetically-pleasing, that your offer is clear, and that the content is friendly and approachable. All of these elements will make for an outstanding landing page. Track your PPC campaigns You’ve chosen your keywords; and you’ve even bid on them. You’ve created an outstanding ad and an outstanding landing page. You’ve even created content to support your keywords, and your ads are now up and running. Think you’re done? Whenever you’re running a PPC campaign, you’re never done; because you must constantly monitor, regulate, and track the results of your campaign. Page 23
  • 24. Pay-Per-Click Marketing for Small Businesses And if those results don’t match up with what your intended goals were, you have to go back and try with different keywords, different landing pages, and maybe even different offers. Tracking is essential to any PPC campaign; maybe even more essential. Because if you can’t track it and you don’t know what results you’re getting from your campaigns (if any!) everything else is a moot point. Your marketing consultant will have an entire arsenal of tracking tools up their sleeve; one you can use is Google Analytics. This is another free tool you can use when you sign up with Google AdWords and it will compare across the board for you how often your landing page was viewed, how many people signed up or converted, and how many clicks your ads received. Once you’re tracking your campaigns, you really are done the bulk of the work; except for when you need to go back to square one and rework it. But, even though that’s a lot of information to take in and a lot to think about, there are still a few last minute details to think about. In the next section we’ll look at some tips and tricks to help you along the way. Page 24
  • 25. Pay-Per-Click Marketing for Small Businesses Essential PPC Tips for Small Businesses Just like all other forms of Internet marketing, there are do’s and don’ts that go along with PPC marketing campaigns; here we’ve provided them for you. Do:  Optimize your keywords again and again and again. Your business likely changes all the time, and your keywords need to reflect your business. Therefore, they need to change, too.  Find a target audience. Just like any other form of marketing, there is most likely a certain demographic that you are reaching out to. Know who that is in your PPC campaign so that you can target these campaigns to them as well.  Include your location in your keywords. You shouldn’t include it in every one (unless your business only operates in one specific araea), but localizing your keywords for anything your business does online is essential to staying competitive in online marketing today.  Give them an offer they can’t refuse. The ad is really just the beginning to draw them in. You want to give visitors something that they’d be crazy to turn down; so they won’t. Page 25
  • 26. Pay-Per-Click Marketing for Small Businesses  Be honest with your customers in your keywords. Make sure they are relevant and that you’re not just using them to generate traffic. If a visitor clicks on your keyword expecting one thing and they don’t get it, they likely won’t be back – to your website or your business.  Tell visitors as much as you can about your business within those 95 characters. Member of an industry association? Been in business for 80 years? New in town, and bringing a product that will fill a need of the community? Whatever it is that lets your visitors feel as though they know a little bit more about you and your company should be included – as concisely as possible.  When tracking your ads, also make sure that you’re checking which time of day certain ads do best. This is a feature that is included with many tracking tools, and it’s one that cannot be overlooked. Don’t:  Select only one PPC network to use. While Google AdWords might be the most popular and the top-earning network, it’s not the be-all-end-all, and limiting yourself to this one only will hurt your overall PPC campaign.  Only select broad keywords. While using a few broad keywords might pay off for you, if you’re willing to pay the high price for them, limiting yourself to them will neglect all of the local traffic that’s available. This can be a Page 26
  • 27. Pay-Per-Click Marketing for Small Businesses dangerous mistake for businesses, as most still want to attract as much local business as possible – whether you’re a global company or not.  Forget to test your ads. Yes, along with changing your keywords, you’re also going to need to change the actual ad to see which one attracts the most visitors. Maybe it’s a special limited time discount one month, and a free sample the next. Whatever it is you have to offer customers, switch it up, and switch it up frequently.  Use your Home page as your landing page. This is a huge mistake that many business owners make. Sending your customers to your Home page essentially brings them into your company’s door and then leaves them on their own. They don’t know what to do, they don’t know what you’re offering, and they don’t know what benefit they’ll get from working with you. And then they’ll leave. This is why creating an outstanding landing page is essential in any effective PPC campaign; and you should never make your visitors settle for your Home page.  Neglect to track your results. This isn’t meant to beat a dead horse, but not tracking your PPC campaigns is essentially going into it blind. You’ll have no idea what’s working, what’s not, and whether or not the entire thing is worth your time and trouble. Track, track, track, it really can’t be said enough. Page 27
  • 28. Pay-Per-Click Marketing for Small Businesses Overwhelmed at the amount there is to know about PPC campaigns? It’s understandable; there’s a lot to know and a lot to do. Because of that, almost all business owners find that they need to hire a marketing consultant to help them with all of the different tasks and essentially, take over the legwork. While you’ll still have final say on all your PPC campaign decisions, you won’t have to actually take the time to carry them all out yourself. And that’s good, because you don’t have time for it! In the next section you’ll find out what you really need to be looking for when hiring a marketing consultant to manage your PPC campaigns. Page 28
  • 29. Pay-Per-Click Marketing for Small Businesses Using a 3rd Party to Manage Your PPC Managing PPC campaigns is a delicate art of balancing science, calculations, and sociological patterns. While it’s not difficult to learn how to do it, it takes time before you can get really, really good at it. And you need to be really, really good at it if you want your PPC marketing efforts to be effective. Many marketing consultants are really, really good at it; but not all are, even if though they may claim to be. You will need a marketing consultant; there’s just no other choice for small businesses that want to make the very most of their PPC campaigns. But you don’t have to hire just anyone. Below are some questions that, even though you might not necessarily need to ask the consultant, you definitely want to ask yourself before hiring them. Are they qualified? This one you probably will have to actually ask the consultant, because there’s specific certification you’re looking for. Being qualified as an “AdWords Page 29
  • 30. Pay-Per-Click Marketing for Small Businesses Qualified Individual” is essential; and if the consultant really does have this certification, they’re most likely to advertise as such on their own website. If not, make sure you do ask to see it. Other PPC networks might also have their own certifications; but you can’t hire anyone who doesn’t have the AdWords certification. Are they experienced? Are they experienced in your industry? While there’s nothing really wrong with startup PPC marketing firms and consultants, this is a form of Internet marketing that really takes time before anyone can develop a skill at. Make sure that they have experience in the field, and then that they have experience in your industry. This is especially important when it comes to things such as keywords and your landing page because they’ll know the jargon (for the landing page) and they’ll know what people are searching for (for the keywords.) They’ll also know overall what works and what doesn’t within your own specific industry. In order to find out if they really have experience, you might have to ask the consultant for references. Have they done research on your site? In one of your first conversations with potential marketing consultants, make sure to mention certain aspects of your site and see if they are familiar with them. When consultants are giving you their sales pitch, they need to be telling you what they can do for you; and they can’t know what they can do for you unless they’ve researched your company a little bit. When a consultant comes to a meeting Page 30
  • 31. Pay-Per-Click Marketing for Small Businesses prepared, it shows that they’re a professional and that they’ll show that attention to detail every step of the way through all of your campaigns. Who is going to actually do the work? This is an important one because marketing firms are known for hiring interns, apprentices, and coop students to help them learn about the industry. While it’s certainly fine if one of these interns works on your account with the consultant (pending your approval,) the initial consultant that you spoke with must be present at all times. This is the only person who’s going to really know what you need out of your campaign, because they’re the only one that has actually spoken to you to find out. Are they affordable? Just like anything else with any type of marketing, cheap does not always mean bad and expensive does not always mean the best. The best rule of thumb is to make sure that the consultant can come in within the price range you give them, and that they don’t try to talk you into paying for something that’s over that and that you don’t need. It’s very easy to overcharge in the world of PPC marketing; and you don’t want to be victim to it. Page 31
  • 32. Pay-Per-Click Marketing for Small Businesses Conclusion Pay per click marketing might not seem at first like it’s going to make a huge difference to your business. But if you don’t get in on this highly lucrative Internet marketing, you’re going to miss out on huge profits and reaching customers that you never would have otherwise. It’s inarguable that there’s a lot to know when it comes to PPC marketing and that there’s even more to do. As a business owner, you simply don’t have time for it; PPC management takes that much time. Start calling around to marketing consultants today, so that you can start your very first PPC campaign tomorrow! You’ll see profits immediately! Page 32