5 Steps to Starting up PPC Marketing
Pay Per Click (PPC) Marketing is an enticing prospect for start-ups. It doesn’t have the mammoth overheads of traditional marketing, and chances are you’ve heard of the powerful force it can be for relatively low cost.
However, getting a worthwhile PPC campaign up and running can be a little more tricky to pin down. There are a plethora of factors that you need to consider, and you need to be ever watchful of the bottom line. Knowing the tricks of the trade, and being able to utilise them to your advantage is imperative.
In our experience there are 5 such tricks that are important to master. Ensure you pay heed to these as you compile your PPC campaign and you should be off to a good start that will reap substantial rewards.
1. Identify Goals
Before you begin a new PPC marketing campaign you need to have clear objectives that you want to achieve. These objectives must be viewed within the wider context of your business strategy and overall goals. Without this core understanding of the ‘end point’ you can be left flailing around at the start. The result can be a campaign that quickly loses direction and simply costs without bringing you worthwhile return.
Instead, look at three core areas within your business strategy. Be clear and precise on what your business offers, your Unique Selling Point, and how and where you’re offering your product or service. This leads on to being able to understand your target audience. With PPC advertising, this is crucial. You want your ad being visible, and being clicked on, by the right people, not just anyone. Where do these people hang out? What do we ultimately want them to do?
Finally, you look at your budget for the campaign in light of the above. PPC has a somewhat complex method of pricing for the uninitiated. Therefore it can be valuable to approach it from the other side: how much do you have available to spend monthly? How much are we happy to pay for one new and worthwhile sales lead?
Yes, you know they are important, so how do you get them right? In PPC they are even more important than other types of marketing. Importantly, how can you compete on keyword terms with other businesses out there? You may in fact find it’s more worthwhile to head away from the obvious competition and instead identify some brilliant long-tail keyword terms.
This is where it all starts getting a little murky for the non-specialist. Understanding your business is a starting block for identifying valuable keyword terms, but you might find yourself stabbing in the dark. Tools such as Google’s Keyword Planner may help, but you might find what you really need is some powerful keyword research completed for your particular business.
3. Look Outwards to Your Competitors
Keep your friends close, but your enemies closer. This is so true for excellent return on investment in PPC campaigns. Fundamentally you need to know exactly what your core competitors are up to. Armed with your well-researched keyword list from Step 2 you can now weigh up what your competitors are up to and identify any gaps.
Once again, you’re going to be drawing on your USP here. The only way to differentiate your business in PPC campaigns is by focusing on that USP. Particularly, make sure you know which of your competitors pose the greatest threat, and focus on them.
4. Monitor and Measure Conversions
It can be easy to ‘fall into’ a PPC campaign. You find yourself falling through the cascade of setting one up and before you know it you’re live and spending. However, the best PPC campaigns are ones that are continually refined. The only way you can do this is if you are tracking conversions for every permutation and variation to the campaign. This way you gain powerful insight in to the specific campaign details that led to conversions that actually paid.
This information is invaluable to refining your understanding of your customer, and getting ‘best bang for your buck’. Tracking conversions allows you to see where you could spend more, where to cut back, what’s working, and what’s not.
The good news is that there are a few tools out there to make the job easier such as Google AdWords Conversion Tracking, or Google Analytics Conversion Tracking, both of which can be set up from the minute your PPC marketing campaign goes live.
5. Refine and Retune – Continually
We touched on this concept above but we cannot stress its importance enough. You might have a brilliant business concept but if you can’t utilise PPC to your advantage then you’re losing out to those who can – and it’s a constantly evolving game. Whilst, of course, it is incredibly easy to sit down at your computer and whip up a PPC campaign, there is a reason individuals can make this their full time job: to do it well requires expert skill and dexterity with the tools to hand. You might strike lucky, you might not. But even if you strike lucky today, the goalposts will have shifted again tomorrow.
The reality is that keeping on top of a PPC marketing campaign, and ensuring it consistently and continually offers a worthwhile return on investment, is a skilled task. It requires close attention to detail in itself, taking time that many businesses, especially smaller ones, simply cannot afford to give.
Powerful Marketing with PPC Marketing Campaigns
There is no doubt that PPC Marketing holds the key to qualified sales leads clicking through to your business without costing you the earth. PPC is a powerful marketing tool for relatively low outlay. However, it’s strategic, and requires skill and knowledge.
If you have questions about how to get your PPC marketing campaign off the ground, or need help refining an existing campaign, or are lost at sea with keywords, then Defined are dedicated experts here to help.