Pay per click is one of the search engine marketing tools that every business should consider and implement in their online marketing strategy. Pay Per Click is a search engine marketing process that allows a business to create short ads that will appear in the major search engines such as Google. The purpose of this article is not to make you an AdWords expert but to make you familiar withe the process of starting and managing a PPC campaign. The following steps are usually performed during the management of a PPC Campaign:
1. Manage your web designer to implement your plan by making minor changes to your company web site
2. building out custom landing pages for each customer segment
3. Keyword Research for both general and competitor analysis using available tools
4. AdWords Ad groups will be set up with no more than 3 keywords in each ad group
5. Initial ads will be setup with keywords in the ad text, with correct capitalization etc.
6. Split testing ads for Every Ad Group EVERY Day
7. Content Network campaign set up and tracking
8. Site placement campaign set up and tracking
9. Daily Bid Optimization – get placement for reduced cost per ad
10. Review campaigns daily and tweak every day as needed
Now that you have the steps needed to create and manage a Pay per Click marketing campaign, the next step is to decide if you will do this in-house or outsource this part of your marketing. A PPC campaign can be a very lucrative process for your business. You should see new website visitors within 24 to 48 hours. Each task in this process will involve manual effort and if adding 10 hours or so a week to your already busy schedule is not feasable, outsourcing this process may be the best option for you.
There are businesses that can take on this work load for you and allow you to reap the benefits of new web site visitors. One thing to keep in mind is this process will get visitors to your website. Your web page content and lead nurturing strategy will need to convert the visitors to leads and then to customers. Recent studies have shown that when a searcher reviews the Search Engine Results Page (SERP) for Google, the visitor will click on organic (FREE) ads 75% of the time. The PAID ads will only get clicked 25% of the time.
But a good marketing strategy will include organic and Paid search campaigns to ensure your business gets the maximum traffic from your marketing dollars. With this information you should have an idea if a PPC online marketing campaign is a fit for your business and how you will incorporate this into your business marketing plan.
This article was written by Don Stone. I am the owner of INET Inbound Marketing. We specialize in helping businesses evaluate Inbound Marketing opportunities and develop a strategy to include organic search, blogging and email marketing into a plan that will allow your business to grow by acquiring new customers from the Search Engines.
We offer a FREE Inbound Marketing Consultation to explain Inbound Marketing and we give you 2 tools you can take with you to help you determine where your business is now for Search Engine Marketing and what you need to do to meet your business growth goals.
