Get Down with PPC

Yeah, you know me

Hello, and welcome to Episode 7 of Aftershock Weekly. Today we’re going to talk about something pretty exciting, which is Pay-Per-Click Marketing, in today’s episode called, “Get Down with PPC (Yeah, you know me!)”.

All right, so, pay-per-click marketing—one thing, let’s just break down what that is. You have two types. You have cost per mil, or cost per thousand impressions, and then you have pay-per-click. That just indicates how you’re actually paying for it. So that means they have to click on your ad for you to pay anything. So that’s what pay-per-click is. Pay-per-click is Google AdWords, you can do, Facebook is also pay-per-click, there’s pay-per-click campaigns for Bing, Yahoo—today, primarily, we’re going to talk about Google AdWords and how pay-per-click marketing works. The reason it’s so important and so successful is because people are actually looking for your product or service at the time that they’re clicking on your ad. They’ve gone onto Google, they’ve searched for it, and now they’re taking an action, going to your website to where hopefully you can convert them into a new prospect.

Choosing your keywords is important. Now, how do you find what keywords people are searching for? Well, one way you can do it is if you’ve already got a Google Analytics account, is you can actually go onto your Google Analytics account, you can go into the Webmaster section, and then you can actually look and see what kind of search queries people are looking for to find your business. This is a great way to start to get keywords that will show your ad when they’re searched for.

Other ways you can look for keywords is you can look for competitors. And here’s what’s really neat: say you own a yacht company, and you want to search “buy a yacht near me”. Well, that would be my first search. Then, you can go to the very bottom of the Google Search Engine Results page, and you’re actually going to see some keywords that are also recommended for that exact query. Those are a couple ways you can start getting your keywords put together.

Building your ads. Now we’ve had an episode of Aftershock Weekly talking about building ads, but basically what you want to do is you want to serve up an ad with a call to action, something very specific to the keyword that they searched, and then take them to a landing page that is going to be very specific. The ad could look something like this, “Yachts for Sale, Arizona”. You know, because we have all those oceans out here. Then, “Come in today to try out, free, our yachts on sand!” Right, because we’re in Arizona. You want to put some thought behind your headline, your description, and then your sitelinks, which are additional links on your site, as well as call extensions, location extensions, so that your ad gets nice and full, gets very specific to what was searched. So, when building your ad, it is very important to make sure that your keyword that was searched is showing something very specific to that.

Now, let’s talk about bidding. So, bidding on Google AdWords is pretty neat, because how it works is you actually decide how much you’re willing to pay for someone to click on your link. So, you can look at competitive bids out there, to see if maybe the estimated top of page bid based on Google’s statistics is $5.00 a click, and you say, “I don’t want to be in the top page, I want to be a little bit below that.” So, you can bid, maybe, $3.00. And that means you’re willing to pay at least $3.00.

Now let’s talk about ad extensions. Ad extensions, as I mentioned when you were building your ad, and you have call extensions, you have location extensions, you have sitelink extensions that take you to other places on your site that might be relevant, you have call-out extensions, where you can put another thirty characters of text, there’s also review extensions, which you can pull in reviews from certain sources from Google. So, you want to use as many extensions as you can for your business in your ad, because what it does is it makes your ad much bigger. The bigger your ad, the more real estate space on the search engine results page it’s going to take up, and it’s going to give you a higher chance of being clicked on.

Next, let’s talk about setting conversion goals. Now, setting conversion goals is important, because what you want to do is figure out what action are you trying to get people to take when they get to your site. So, a conversion goal could simply be, “I want somebody to submit a form to contact me about information for our business” or “I want them to purchase something on my site,” or sign up, subscribe, any one of those can be a conversion goal, and you can set that up in Google Analytics and Google AdWords so that you know of every hundred clicks you have, how many conversions came out of that, so you can look at how much the cost per lead was, how much business that ended up generating for you, so that you can look at your ROI. So, conversion goals are very important, because if you don’t have a goal, then you don’t know what you’re tracking.

How to monitor. Let’s talk a little about how to monitor conversions. The first way is A|B testing. You can A|B test ads, so two ads that have some sort of difference, maybe it’s a different headline that you are testing to see which one is getting a higher click-through rate, then you can see of those ads, which one is converting more, so, which one is getting more form submissions, more sales, so that you are showing the ad that’s doing the best consistently, then you can build another one that’s tested right alongside it. You can test your landing page, so you could actually be sending the same ad, sending them to two different landing pages, and seeing which landing page is actually performing better, which one is giving you more sales and more leads.

Next thing about monitoring is, after you get some data in, you’ve been running campaigns for a while, you’ve got data that you can make decisions off of, things like “days of week”. You can actually look and see what days of the week you’re getting the highest click-through rate, your highest conversion rate, your highest return on investment (ROI). You can look at the “time of day”, so you can actually look and see, “Okay, from 9:00 in the morning until 11:00 in the morning I’m getting more leads than I am from 11:00 to 5:00.” Well, I’m going to spend more time advertising in this segment rather than this one here, so you can decrease your bids in times that are not as fruitful for you. And lastly, year-over-year. This is cool, because as you’ve been doing pay-per-click marketing, you have historical data. So you can actually see how keywords are performing from one year to the next, if your costs are going up or down, and you can see what’s converting the best. And that year-over-year data is great, because it can help you set up your next year to where you get a higher ROI on your campaigns.

That’s it for this week’s Aftershock Weekly. Thank you for tuning in. We look forward to seeing you next Monday, and with that we’ll leave you with a quote.