Your Ultimate Strategies for Success with PPC Using Adwords :
Let’s get this straight: There are no secrets to instant PPC (pay-per-click) success. If we know those secrets, I won’t be writing this article. What we have are best practices – proven strategies to optimize your PPC campaigns.
Let’s talk about the opportunity: With less than $5 per day, you can expose your product or your company to millions of potential clients and customers within minutes. To translate that opportunity into actual income, we need a series of smart decisions. Google Adwords is famous for rewarding the smart ones and punishing the stupids.
Let’s get to the bottom line: Google Adwords campaigns succeed by careful and strategic management of three inter-related factors:
Don’t worry , even if you are not familiar with basic PPC metrics like CPC (cost per click) or CPA (cost per conversion), Google makes it easy for you.
Solid PPC Campaign for Newbies
Let’s define a successful PPC campaign: It happens when the conversions are steadily increasing while the costs to drive those conversions are decreasing. The monetary value of that depends on you. PPC marketers may spend $3 a day and get $500 in sales. You set your own business targets.
Let’s talk about the best advice you will get regarding PPC because it will define your commitment: A PPC campaign is not a source of a passive income. It’s not like a one-time investment which you leave behind and expect the returns to come or the sales to jump. It is a marketing campaign. Whether you make a career out of it, or you include it as one of your multi-stream incomes, PPC requires the same thing — a series of strategic decisions you have to make.
In general, the best strategy for newbies is to merge the principles of search engine optimization and guerrilla marketing – that low-cost approach which relies on creativity, proper timing, and intelligent reading of the market than on big budget to drive sales.
It means that your PPC campaign is not an all-year round global online event but is targeted at a specific time frame for a Geo specific location.
Example: Your business is selling organic seeds online. If you use Google Adwords to sell all your seeds (ergo your company) to all organic farmers around the world throughout the year, you will certainly fail. Your cost will be much higher than your conversions, trust me on that. But if your PPC campaign is done a month prior to the planting season of a particular crop whose value suddenly increased in Germany because of a recent disaster then you have higher probability of success.
Let us now go into the details: click, conversion, cost
Your goal: Transform targeted Google searchers into your potential customers.
Your best metric: Click through Rate (CTR).
Your venue: The Google search engine.
Your asset: Customer-knowledge. Think like your customers. Therefore you know what they are looking for. If you don’t know your customers, you are wasting your time and money.
Your tasks: Create a unique, captivating ad and a list of the best keywords for your PPC goals (not your overall business goals, but the goals of this specific PPC campaign).
- Your business goal is to be among the top 10 leading online suppliers of organic seeds in Europe. If you choose keywords like organic seeds Europe, you are wasting money: you need to outbid your competitors, and your ad will appear to searchers with different agenda other than buying organic seeds online.
- Your PPC goal is to supply 80% of the demand for organic corn for the 2012 spring planting season in Germany. Then your list should be razor sharp. That should include organic corn seeds Germany. Your ad will then talk about the best certified organic corn seeds on sale for Germany during the spring planting season.
Best tool: Keyword analysis and management. We strongly advise that you don’t do keyword analysis and management manually. Chances are you need time to perfect the skill, and time is a cost-factor. So, use the existing tools. Google offers practical tips in making a list of keywords.
Your goal: Convert your targeted Google searchers from potential to actual customers. Again, you should have your own definition of what “customer” means. For some, it means someone who buys a product. For others, someone who registers to your mailing list is a customer.
Your best metrics: Conversion Rate
Your venue: Your landing page: a website, a video, a blog, or a customer service representative: the environment that receives a searcher after clicking.
Your asset: Product-knowledge. Your landing page should connect the product to your customer’s needs.
Your task: Design a landing page specific for the PPC campaign. There should be a new page for example about the Spring Sale of Organic Corn for Germany.
Best tool: Quality Score. It helps you measure the overall user experience: keyword, ad, and landing page.
Your goal: Stay within your PPC budget.
Your best metric: Cost per click. It is your marketing investment – the amount you bid for the keywords you chose.
Your venue: Your spreadsheet.
Your asset: Your business intuition. You can sense right away if your PPC is working, and if it is not, you can make necessary adjustments.
Your task: Create a budget that is within your PPC campaign goals and your business goals.
Best tool: Bidding basics by Google.
And finally, let us be realistic. If you are a PPC newcomer/newbie and you don’t feel confident about managing the factors of click, conversion and cost, hire people who provide competent SEO services. This eliminates the cost of the learning curve until you are confident enough to manage your own campaigns.
Summary: Solid PPC Campaign for Newbies can benefit from these best practices in launching and managing their PPC campaigns using the strategic merger of search engine optimization and guerrilla marketing.
About Author: RBarnido is an environmentalist and communication specialist who advocates business relocation from physical to virtual world in order to reduce carbon footprints. He serves as content director and marketing consultant of at least thirty online businesses especially in the area of search engine optimization.