PPC Shockers and Secrets
Pay per click (PPC), particularly Google AdWords, is a marketing channel that can produce profitable results for your business, whether your goal is lead generation or sales.
I have been managing PPC for businesses, as an in-house marketing leader as well as marketing consultant, for over a decade now.
Though the years, I have noticed many secrets to success that I wanted to share—especially with business owners and marketers that haven't tried PPC yet.
First, I'd like to clear the air about a big shocker … or actually a fallacy … that you need a big budget to run an effective PPC campaign.
You don't. If you happen to have a large budget, your ads will be shown more and you can spread out your ad groups and test different types. With a smaller budget, you do need to be more judicious with your efforts. But if you market smarter, not broader, your campaigns can still produce positive results.
I have run PPC campaigns with total monthly budgets of $1,000. I have run campaigns with total daily maximum budgets ranging from $25 to $50. These campaigns brought in both sales and leads, despite their limited spending. But they do require active management, strategic thinking, deep PPC knowledge and refinement/optimization.
The PPC Tri-Pod
What is going to determine the cost and return of your campaign are three simple things I call the "PPC Tri-pod", as it supports your entire PPC efforts:
- Creative (or banner ad, if it's running on the display network)
- Redirect URL
So in order for you to get the most bang for your buck with PPC, you should be aware of a few things regarding the PPC Tri-pod:
Keywords. The more popular the keyword, the more cost per click (CPC) it's going to have. So it's very important to do your keyword research before you start selecting your keywords as you're setting up your campaign.
Often referred to as the "marketing maven" by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than $150 million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].