If you want to take advantage of the power of pay-per-click marketing, there has never been a better time to do so. Unlike many forms of marketing, the entrance cost is remarkably low and you are able to completely control all of your costs. Even the smallest companies can use PPC marketing to help grow their business and find new customers.
PPC Marketing Process
Before you get started developing a PPC campaign, it is important to understand how the process works. There are few pitfalls you’ll want to avoid and you’ll also need to be aware of some of the limitations that this form of marketing does have.
The most important place to start is by choosing the correct keywords for your campaign. They should be intuitive, and popular enough to allow your ad to display many times a day. Keyword research is very important at this stage and you should have at least five primary keywords that are well trafficked and related to what you have to offer.
Developing a Powerful Campaign
First, you need to start with developing a powerful ad message that can be displayed in about 140 characters. The headline is the most important facet of this step, but the other two lines are equally powerful. You don’t have to say too much in your ad, but it should be compelling enough to draw someone’s attention and get them to click through.
Next, you’ll need to develop a landing page. While it is perfectly acceptable to use your main page as a landing site, it is more effective to distill the information you are trying to impart in a brief promotional message. If you are selling just one product or service, a landing page helps minimize distractions and helps your prospective customer focus on your offer.
Once you have this in place, it’s time to set up an analytic program to help you track your responses. If you plan on using Google’s PPC tool, Ad Words, their free analytic program is the perfect fit. Even if you will be using another type of pay-per-click marketing, Google Analytics has some powerful features that can help you perfect your campaign.
Cost
Now that you have all the components in place for your PPC campaign, you will need to decide how much you want to spend on it. It is best to start small for the first few days to gauge response and make changes if necessary. Most PPC marketing sites will allow you to set a daily or monthly budget so that you don’t overspend.
Keep in mind that your ad will display until your daily budget is reached. Most pay-per-click advertising companies set a specific value for each keyword or phrase. Although this allows you to laser target your audience, popular keywords can be expensive, ranging upwards of $40 per more per click. You’ll be shown the value of your desired keywords before you finalize your campaign, allowing you to see how many clicks you’re willing to pay for.
PPC marketing, when used correctly, can be the answer to a small businesses need to promote at the same level as their larger competitors, even if their budget is a mere fraction of what their competitors can spend.