An Introduction to PPC

PPC (pay-per-click) can seem intimidating to business owners learning about it for the first time. PPC has a higher learning curve than other marketing channels because there are many factors then need to be taken into account. Because it is a little more technical, many business owners shy away from it. Business owners shouldn’t ignore PPC however just because it seems overwhelming. Once you’ve learned the basics of PPC it can be a very effective marketing tool for you.

To get you started, here’s five things you need to know about PPC.

Have specific goals in mind

You shouldn’t do PPC just because some marketing expert told you to. You need to have clear goals in mind. What do you want to get out of your PPC campaign. If you don’t know what you’re trying to accomplish, it’s unlikely you’ll accomplish it. Before you even start you need to know who your target audience is, where they are, what you want them to do, and how much you’re willing to spend to get them to do it.

Do extensive keyword research

Arguably the biggest key to success with PPC is your keyword research. If you simply use the most common keywords, you’ll use up your budget fast. More importantly, you’ll be missing a lot of your target audience. The simplest way to do keyword research is to ask yourself, if you were a potential customer looking for the product or service that your business offers, what would you type into a search engine. Longer, more specific keywords are typically less expensive but can yield great results that broader keywords might not get you.

Know your competition

In marketing, it’s always important to know what your competition is up to. This is especially true of PPC. Study how they’re using it. Don’t waste your time on the competition that is less successful than you. Look at your strongest competitors, the most successful and examine what keywords they’re using. You can get a lot of great ideas from studying your competition.

Use conversion tracking

Simply put, conversion tracking is examining which keywords are bringing in the leads that ultimately convert. If you’re not doing conversion tracking, you don’t know which keywords are making you money and which ones aren’t. If you are using conversion tracking however, you can know which keywords to invest more money into and which ones you can spend less on or scrap altogether.

Never stop fine tuning

Finally, you can never grow complacent with your PPC campaign. Don’t just sit back once you’ve achieved a level of success with PPC. It’s a marketing strategy you have to stay on top of to remain successful. You should be constantly following the previous four tips and constantly fine tuning your PPC efforts to maximize your success with it.

Source: Business 2 Business