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Video Summary
You can recognize PPC advertising in search results. It’s usually labelled as “ad” or “sponsored” depending on which system you’re searching on. And they’re typically at the top of the search results, though sometimes the ads show up further down the page.
This is a type of advertising where you pay whenever someone clicks on your ads. If they don’t click, you don’t pay. To be successful, you don’t want to pay for clicks that aren’t going to convert. That’s a waste of money.
In this video, I’m going to give you 10 tips to help you with your PPC advertising campaigns. So keep watching…
Video Transcript
Hello, my name is Jeffrey Kirk. This is video #4 in a series about how to get seen online.
Today I’m talking about using pay-per-click, often called PPC advertising, to target specific audiences.
You can recognize PPC advertising in search results. It’s usually labelled as “ad” or “sponsored” depending on which system you’re searching on. And they’re typically at the top of the search results, though sometimes the ads show up further down the page.
This is a type of advertising where you pay whenever someone clicks on your ads. If they don’t click, you don’t pay. In this video, I’m going to give you 10 tips to help you with your PPC advertising campaigns. So keep watching…
Before I give you those, I would like to quickly request that you subscribe to my channel. Doing that encourages me to keep making videos. So I appreciate that gesture.
And I also want to let you know that if you would like a copy of these 10 tips, along with action steps you can take to implement them, go to upatdawn.biz/10ppc and pick up a copy. It’s free!
Now, let’s get to those tips…
Tip #1 — Conduct keyword research to identify the most relevant and profitable keywords
Planning which keywords to target and identifying which ones are profitable is an important step in PPC advertising. Your keywords depend on your target market and your products or services.
Before you pay a penny for advertising, you want to know what your target audience is searching for, the number of people who are doing those searches, and the type of information they really want.
To be successful, you don’t want to pay for clicks that aren’t going to convert. That’s a waste of money. And that means the keywords you bid on should be closely related to the things that you sell. Start by using a few keywords you already know and expand on those using the ad platforms tools.
In the process, pay attention to the search volume of those keywords as presented in the tools. Often the more popular searches have the most competition.
You’ll also want to know what other advertisers are paying for their ads. Does that expense make sense for your business? If not, stay away from those keywords.
Tip #2 — Create well-designed and compelling ad copy and landing pages
PPC ads can be made up of text, images, videos, or a combination. They can appear on search engines, websites, social media platforms, and more.
Creating compelling ad copy is vital. Writing attention-grabbing headlines and descriptions for your ads will attract people to click. And for PPC you’re paying for that click. And you want that click as long as it’s a click from a legitimate prospect.
Once your ad captures the attention of a searcher who clicks, then he or she will be directed to whatever landing page you designated. And this is where the searcher should see an offer and get the details they need to make a confident decision.
An effective landing page contains everything they need to know about your offer and it provides them a way to take action, to move to the next step.
The biggest mistake I see, especially with first-time advertisers, is they send people to the homepage of their website instead of to a specific landing page designed with a specific purpose in mind.
Tip #3 — Set clear and achievable campaign goals and KPIs
Identifying your campaign goals is essential to every marketing campaign. And you need to regularly monitor and update your campaign to get the results you want.
Determine what you want to achieve with your PPC ads. It can be increasing website traffic, driving online sales, or generating leads. It’s also important to set your key performance indicators beforehand so you can track the progress based on your goals.
Setting up your campaign with the right goals allows you to better target the correct audience and accurately measure your return on investment.
Seeing the big picture will help you take notice of what needs improvement and what should be replaced. Adjust as needed.
Tip #4 — Target specific demographics, locations, and devices
Properly identifying your target audience and the demographics of the people you want to reach with your ads is important to PPC advertising.
Consider age, and gender, and location, and interests, and any other factors if that’s necessary for your situation. Who do you want to target, and what do they need, and where do they hang out?
Knowing who your target audience is will help you create the most appropriate ads and pair them with great keywords.
By targeting elements such as locations, and device, or time, you’ll have a higher chance of someone seeing your ad exactly when it benefits them and gives you the best chance of reaching your goals.
Tip #5 — Use A/B testing to optimize ad copy, images, and landing pages
A/B tests, or split tests, are a process that allows you to compare two or more versions of something to see which one performs best.
The way these tests work is that each person who sees the ad, image, or landing page, will randomly see one version out of a few different options.
For example, ad A might have one headline and ad B might have a different one. That’s the test. If users are assigned randomly, which headline results in the most clicks? That’s the winner.
Then, version A of your landing page might have a green Buy button, whereas version B has an orange Buy button. Does the button color affect results? The split test will give you that answer.
Likewise, you could try different ad formats like images vs videos, and different subheads or paragraph copy. You really want to test just about everything to see what works best for your particular campaign.
The more variables you come up with, the more tests you’ll need to run and the longer it takes. I have a separate video about A/B testing. I’ll drop the link here in case you’re interested in learning more about this.
Tip #6 — Continuously monitor and adjust keyword bids
If your campaign doesn’t perform as intended, try tweaking your keywords and reassessing your bids.
Always search for new keywords or variations to use that might have lower competition, and therefore a lower cost per click or CPC.
You should also review your keywords from time to time to find expensive and under-performing ones and then turn them off if they’re too expensive for your business.
You want to pay attention and analyze the performance of your keywords to ensure maximum return on investment. Make adjustments as needed.
Tip #7 — Utilize negative keywords to avoid irrelevant or unwanted clicks
This is a big one! You want to watch what keyword phrases people actually use. And if something doesn’t fit, you want to remove it. But sometimes the base keyword is good, but some variation is not.
For example, while a bankruptcy attorney might want their ads showing to people who search for “personal bankruptcy” they might not want their ads shown to people who are looking for how to do it themselves, so we set “how to” as a negative keyword phrase.
Anytime someone says “how to do bankruptcy”, their ads won’t show. This helps improve campaign relevancy and cut wasted ad spend.
What are those things you don’t want to pay for? List them as negative keywords to stop your ads from triggering. Doing this ensures that your ads only reach the best potential audience. By avoiding useless clicks, you save a ton of money.
Tip #8 — Regularly analyze and measure the performance of your campaigns
Besides your keywords and the ads themselves, track other aspects of your campaigns. Like, how many email opt-ins are you getting? How many downloads or phone calls or sales? These are all important points.
You need to be able to figure out whether each campaign, each ad, each keyword is profitable. You can’t do that without data.
Use all the analytics that are available to you to measure and monitor your campaign performance at every level. And then make changes to keep improving your results.
Tip #9 — Stay up to date with the latest PPC advertising trends and best practices
Trends change and, depending on your industry, certain keywords may be seasonal. Or, they might just disappear from use. Always pay attention to your PPC campaigns and update as needed to maintain a good user experience and a healthy ROI.
Your ads need to solve for the intent of the searchers and give them what they’re looking for. To do this, you always want the latest and best information.
Pay-per-click ads involve trial and error so never stop improving your campaigns.
Tip #10 — Test and explore new platforms and advertising channels
There are dozens, if not hundreds, of online spaces you can use to expand your reach and find new customers. Pick one and test it out.
Popular platforms are effective because a lot of people use them. This gives you the opportunity for higher traffic, but these platforms often cost more. If you’ve got a smaller budget, you might consider lesser-known alternatives instead of those key players.
When choosing a platform, the most important thing is whether your target audience spends their time on that platform. If not, there’s really no point advertising there.
Try experimenting with different venues and see how well they work to reach your audience and help you land new clients.
When you find the right balance of audience and budget and your ads are perfectly optimized, PPC can provide you with an excellent return on investment, and that makes it an effective method for your business.
Once again, I invite you to pick up a copy of these 10 tips along with action steps you can take to implement these tips. Go to upatdawn.biz/10ppc and get your own checklist.
Your business deserves to be seen online, and I will help you get there.
Thanks for watching and have a great day!
