How to Get the Most Out of Pay Per Click Advertising

How to Get the Most Out of Pay Per Click Advertising

Author: John Jantsch / Source: Duct Tape Marketing < All Articles  To get immediate search engine visibility, there is no better ad

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To get immediate search engine visibility, there is no better advertising opportunity than Google AdWords. While this may not be news to you, it is news to some, as it’s rare to see people get the most out of their pay per click (PPC) advertising efforts, which is why I thought I’d bring it up today.

If you know how to bid on keyword terms and customize a PPC campaign for your website, visits to your website will start rolling in. I could write about this all day long, but instead, I’m just going to highlight a few of my tips below to help you get the most out of your PPC advertising.

Keyword research

If you only pay attention to one thing I ever write, my comments on keyword research should be it. Keyword research is important for numerous aspects of a marketing campaign, but for this post, you need to know it as your secret weapon to a successful PPC campaign.

To start, become familiar with the Google AdWords Keyword Planner. Once you have your AdWords account set up, these are some of the steps I follow for keyword research:

1. In the Keyword Planner, select “search for new keywords using a phrase, website, or category.”

2. From there, select “targeting” and select your geographic area.

3. In the box, type in some raw keyword ideas and click “get ideas.”

4. When the report gets generated, focus on:

  • Ad groups
  • Average monthly searches
  • Competition
  • Suggested bid
  • Ad impression share

Take note of the averages in the ad groups and select the ad groups that you would like to include in your keyword list. Scrub the list of keywords and remove any that aren’t relevant to your business. This will give you a shorter list of keywords that you can use to target in your initial PPC campaigns.

Aside from just running your ads, there is a lot that you can do with PPC advertising which I’ll discuss below.

Proof of Concept testing

Consider building a simple and effective landing page and develop an AdWords campaign driving traffic to it for a couple of months. If it generates qualified leads and sales then you…

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