Rather than write up a sales page about how awesome we are at pay per click management. We decided to use the short time that we have your attention to give you the winning formula for a successful pay per click campaign.

Benefits of using pay per click

• Exceptional targeting ability – The targeting your can achieve with pay per click marketing is exceptional. Among the options for a seasoned expert are geo-targeting (Down to a 10 mile radius), time of day, day of week, exact keyword phrase, and many more. Pay per click  is the surgeon or marketing.
• Fast exposure – Unlike SEO, pay per click allows large amounts of exposure on a very short time line. It is a much more flexible tool than many other marketing strategies.
• Determine profitable keywords –By running a PPC campaign before launching a major SEO campaign, you can identify keywords that offer a positive ROI and keywords that do not convert, which will make any SEO efforts more effective.
• Target local based searches SEO cannot get – Many times people will be looking for something locally, but they will not use a geographic term. Google does a good job of picking these up and showing local results many times, but not always. If you are a local company, you will not rank #1 for terms like “residential painter” nationally without a significant budget and patience. Pay per click is an effective way to target those searches.

Single most important factor – Tracking conversions

Pay Per Click is a lot like a race car. Out of the gate is has a lot of raw power, but to win races it needs a lot of fine tuning to get maximum performance. The key to tuning is having the data to interpret. In pay per click, the best data is conversion data. Tracking conversions is a must with any successful PPC campaign. What counts as a conversion will vary by company. Some want phone calls, others want people to purchase things from their online stores. All can be tracked, the better they are tracked, the more the data will help and expert fine tune your ppc. This is done inside of the Adwords interface in most cases.

Knowing your market – Targeting your buyers

Once a campaign starts collecting data, we learn a lot.  We begin to see where your buyers are located Geographically, what time they are browsing the web, what days they are taking action, and what ads they respond to better. This is not possible without conversion tracking. With conversion tracking, it allows us to focus your budget when it will have the most impact.

MINI CASESTUDY

A client of ours opened a pole dancing studio for women recently. After a month of call tracking and blanketing what they thought would be their target market, we discovered the best times for them to spend money on advertising (When their market would take action) was Monday-Thursday in 4 hour blocks in the morning and in the afternoon. We discovered that weekends, lunch hours, and fridays weren’t converting nearly as well. We discovered this information using dynamic call tracking, an invaluable tool for service based businesses who receive a lot of calls.

Plugging the holes – Avoiding clicks that won’t convert

Depending on how your campaigns are setup, you could be wasting a lot of your money on people who click on your ads that will never result in a lead or sale. This occurs most often with broad match keywords. This is the most common beginner mistake in Adwords. If you were to bid on the term “Painting contractor”, your ads would show up for terms Google thought was remotely relevant such as “Face painter”, “Boat Painter”, “Painter of the Sistine Chapel”, and more. Unfortunately, those people will click on your ads and cost you money. This is a major problem with the Google boost program designed for local businesses. Some of the search terms that advertising is spent on are terribly irrelevant and would never convert to business. Some people are shocked to find out about this. It is usually a light bulb moment. Some ask why we can’t just make sure ads don’t show up for these words from the beginning? We do a lot of research to make sure that many are removed from the beginning, but with endless odd terms that people might search, we don’t know until we see them.

Connect with your market – Refining your websites message

Once you have got a qualified buyer to your site, it is time to convert them into a customer. That sounds easy, but if your message is wrong,  they are gone. The best way to determine what your message should be is to test different messages. A strong understanding of copy writing is crucial for this. Have you made the mistake of talking about how great “your” business is instead of speaking to the customers needs?  How many times have you gone to a website and the company immediately starts talking about how long it has been in business, how good “they” are at what “they” do. People don’t care about your business, they care about “their” pains, and “their” problems and how you can solve them. Notice how this page is written to “you” instead of talking about how great “we” are.

The Rat Race – Do it all over again

Depending on the size of your market, and the size of your PPC budget, there is always room for improvement. Buying habits change regularly throughout the year as well is in industry based mini cycles. That require constant tweaking. It takes time, and lots of data to build a strong pay per click marketing platform.