If you’re looking for a great way to guarantee qualified traffic then pay-per-click advertising is your answer.
What is Paid Advertising
Pay-per-click advertising, also known as PPC, is one of the fastest ways to boost visibility and get viable, ready-to-buy customer on your website. The most popular and well-known online paid advertising system is Google AdWords. If you’ve ever done a Google search for something, then you’ve seen a Google AdWords campaign at work. Advertiser’s paid ads show up both above and to the right of your organic search results. And the more an advertiser is willing to pay, the higher up and more prominently their ad will show. The basic idea is that you pay Google to show your ads when people in a defined geographical area are searching for services or products your company offers. You choose applicable keywords to your company, you build out your ads, images and text, and you tailor the campaign to your target customer’s demo, preferred devices and other specifics.
The result is a highly targeted campaign that can make a real difference on your traffic and your bottom line. And the best part? You only pay when people are actually clicking on your ads. Unlike other forms of advertising, you’re not paying money to be seen by thousands of people – half of whom probably aren’t even interested in your products. You’re only paying for qualified, viable leads. And that means a higher ROI and more success in the long run.
What Does it Cost?
When clients first hear about pay-per-click advertising, the first thing they want to know is how much it will cost them. The truth is there’s no hard-and-fast answer for that. Google AdWords works on what is basically an auction-like system. Advertisers place bids on specific keywords – keywords that relate to their services and products, keywords that their target customers are searching for. The higher bid you place on a keyword, the more likely your ad will show up when users search for it. But your bid isn’t the only thing Google considers when placing PPC ads. The quality of your ads and the content of the landing pages those ads point to matter, too. So in addition to optimizing your bids and budget, it’s also crucial you pay attention to the quality of your campaign as well.
Getting a Return on Your Investment
Another common question regarding PPC is this: “Why should I pay for traffic, when SEO can help me get visitors for FREE?” While I agree, it sounds a little crazy at first … paying for traffic … if you consider the potential long-term returns that PPC could bring in, it actually makes a lot of sense. Think of it this way: Say you spend $600 dollars a month on PPC advertising. From that month’s campaign, you got 20 new customers. Each of those customers spent $300 on your products or services, giving you a grand total of $5400 in your pocket. Take out your initial investment, and you’ve got an ROI of $4800 … just for one month. Now think about the long-term ROI. How many of those clients will come back for a second purchase? As long as you give great customer service and deliver a quality products, it’s pretty likely that more than half will come back for more. And that means more money in your pocket and an even higher ROI over time. When managed wisely and thoughtfully, PPC can be a very high-ROI endeavor. The key is knowing which keywords to target, crafting the most effective, persuasive ad copy, optimizing your landing pages, and getting in the minds of your target customers. Unfortunately, many business owners who jump into PPC don’t know how to do this effectively. They end up going over budget or, what’s worse, spending their budget on an ineffective, unsuccessful campaign. At Spot On, we specialize in creating and managing highly cost-effective, powerful and profitable PPC campaigns. So before you put your money on the line, let our experts guide the way.
Ingredients for PPC Success
In order for a PPC campaign to be successful, a number of key pieces must be in place. At Spot On, we build out each of these pieces, and we create a powerful, effective campaign that makes you money.
Targeting the Right People and Terms
It all starts with market research. We dig deep to uncover the exact keywords and phrases used by your target market. What language do they use when search searching for your products or services? What phrases and terms do they type in? We also define a list “negative keywords,” which tells Google not to show your ad to anyone who searching certain terms. For example, if you target people who search for a roofing company, you may add the word “job” as a negative keyword. This would prevent Google from showing your ads to those seeking roofing jobs or contract work. Another example of a negative keyword is the word “free” or “cheap.” By putting these on your negative keywords list, you can weed out the unqualified, not-willing-to-buy searchers, and spend your budget toward more viable leads. Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer.
Creating Effective Ads
Another important piece of the PPC puzzle is your ads. In order to have an effective campaign, your ads need to speak to your target customer, address their needs and entice them to actually click. At their simplest, effective ads attract people who are truly your potential clients to your website – not people who aren’t interested or ready to buy. Another important aspect of a great PPC ad is its quality score, a number assigned to it by Google. This score is determined by the click-through rate of the ad, or the percentage of times your ad is clicked on compared to how often it is shown in a search result for a specific keyword. If you have high quality score, it generally means your ad is doing what you intended – bringing in customers who are qualified, interested in your products and ready to do business with you. Because of this, Google will tend to place your ads higher than ads with a lower score – even if your bid is lower. In the end, that means a lower cost and a higher ROI.
Making Your Landing Pages Convert
Another crucial part of a great PPC campaign is a quality landing page. A landing page is the webpage that a user is directed to once they click your ad. It can be any page on your site, but the best landing page are those who speak specifically to the ad that is pointing at them. In order to get a sale out of your PPC traffic, you need to make sure these landing pages are optimized to convert. They should speak directly to your ad’s content, as well as the customer’s needs and wants. They should also contain quality content, be mobile-friendly, and be easy to navigate. Through this, you greatly increase your chance of conversion (making a sale,) and your quality score is improved, too. It’s a win-win from all angles.
On Going Management of Your PPC Campaign
When it comes to PPC advertising, the work is never done. If you want the most effective campaign possible, you have to constantly be monitoring your keywords, managing your bids, testing your keywords and then making changes based on your results. At Spot On, we do just that. We don’t just plug in a few keywords and ads and put your campaign on autopilot. We work constantly to: Split-test your ads – We create multiple versions of each ad, and carefully monitor the performance of each. This allows us to determine what verbiage resonates with your customers most, so we can make changes and ensure you have the most effective campaign possible. Manage your bids – We’ll manage your CPC bids, and we’ll monitor conversion rates to make sure you’re always staying competitive and on-budget. Improve your account structure – As your campaign grows, you may need new keywords, ad groups or other structural changes in order to be effective. We handle all these edits, and keep your campaign organized and on track at all times. Look into your data – We’ll take a look at your customer search data and your site’s analytics to determine the absolute best way to reach your customers. We’ll even nail down those all-important negative keywords, to ensure you get only viable, qualified traffic. Send you regular reports – Naturally, you’ll want to know how your campaign is performing, so we’ll send you regular reports every step of the way. We’ll include your total costs, your ROI, your number of clicks and much, much more. We’ll even provide some commentary to help guide the way. Managing a PPC campaign is a constant, on-going process. Unfortunately, most business owners just don’t have enough time to devote to it, and in the end, the results suffer. At Spot On, we take the load off your shoulders and manage your campaign for you. We make sure your advertising dollars are being spent in the most effective, profitable way possible 24-7.