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10 Essentials for Your Pay Per Click (PPC) Success

Know your market place
It's as obvious as daylight, but people still go into PPC without doing their research. Bear in mind that you may know your market place offline, but when you consider the internet - it may be a whole different environment. So make sure you look into it - even if you have to pay for professional research - it will be worth your while. If you're letting an agency manage your paid search, then make sure you ask them about your market - make sure they have done their homework thoroughly.

Know your target audience
Again an obvious one - and yet again people don't do this step properly. Don't just list out a bunch of demographics about your prospective customers. Get into character - engineer 'real-life' people profiles (avatars), describing everything about them. Creating about 3 customer avatars for your business, will help you understand your customers, and thus you'll be able to anticipate how they behave. Knowing how they are likely to behave, will allow you to setup a VERY effective PPC campaign process, that will guarantee you success. Remember - your customer just wants to feel understood, then if your product/service is good - they will buy.

Know what you want your visitor to do
The clearer you are about what you want visitors to do, the easier it will be to entice them to do just that. If you don't tell your prospects what it is they need to do to progress this visit to something that is of benefit to them, they will click away, most likely to never be seen again.

Know how they look for you & your product.
This one's not so obvious. Only very good paid search marketers know that keywords have different intent behind them. In other words, if a searcher on Google types in "running shoes" they are highly likely to be doing some preliminary research on what types of running shoes there are. If the same searcher typed in "running shoes reviews" - then they are likely to be still researching - but they now know that they will buy - when they find the shoe that appeals to them.

Start small - grow big later.
This simply means that it is better to find the most suitable keyword phrases for your business, and run with that small group first. This will allow you to test the 'waters' and it will help you keep control of your budget. Later on, when you know what works and what doesn't you can add other phrases to your heart's content.

Split test your ads
Many people don't take advantage of this feature on Google AdWords. Split - testing will give you a constant way of improving on your ads. Your ad is the 'window' to your sales... so you cannot afford not to be constantly trying to make it better converting than before.

Use landing pages (LP)
Landing pages are powerful when using them correctly. They allow you complete control of what your visitor experiences. I always recommend that if you are only wanting one result from your prospect you should use LPs. But if your resources and knowledge are limited, then at least make sure you are leading the searcher to the most search-relevant page you have on your site.

Track everything.
This says it all - even if you don't know how to, or with what - find someone that can help you. Outsource this job, or simply head over to Google and read all there is on their Analytics service. In some cases this is perfectly sufficient.

Know how they look for you & your product.
This one's not so obvious. Only very good paid search marketers know that keywords have different intent behind them. In other words, if a searcher on Google types in "running shoes" they are highly likely to be doing some preliminary research on what types of running shoes there are.

Know how they look for you & your product.
This one's not so obvious. Only very good paid search marketers know that keywords have different intent behind them. In other words, if a searcher on Google types in "running shoes" they are highly likely to be doing some preliminary research on what types of running shoes there are.

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