September 2, 2013

The Best Strategy for Achieving PPC Marketing Success

There are a lot of things that can go wrong when you run a PPC marketing campaign. These often scare other marketers in trying the technique. However, if you do things right and employ a smart and well thought-out process, it can be a very lucrative way of building your online business. Just like other online marketing techniques, there's a wrong way and a right way to perform PPC. The right way involves creating a well laid-out plan as well as coming up with reasonable goals. You need to make a plan which shows how your investments in your PPC campaigns flow from one step to another. This gives you confidence that your money is being pumped into a PPC campaign that will surely bring you positive results.

You need a system that will provide you with long-lasting results. Additionally, this should be a system that can be run on autopilot. What this means is that you can just set it then forget it. Since it's on autopilot, it will still be generating results even if you're not doing anything. This is the biggest advantage of doing business online. There's no need for you to work full-time. To recap what's already been said, for a successful PPC marketing campaign, you're going to need a solid plan, reasonable goals, and a system that can work on autopilot. These are the main ingredients of a successful PPC campaign.

Google is the largest search engine today so it should be the one you're going to use to create your PPC ads. In this article, you are going to learn how to fully tap the power of Google. You will learn how to set up a PPC campaign, how to optimize your individual ads, how to optimize your landing page, how to set up autoresponders and how you should go about with the mini launch process. There's a formula on achieving success with PPC. This formula is as follows:


PPC refers to your pay per click ads. SP is the squeeze page where people who click on the ads will be redirected to. EM refers to email marketing. After people opt-in into your email list through the squeeze page you set up, you must follow-up this by sending them updates and announcements through email. And last but not the least, ML refers to the mini launch. This mini launch is comprised of the series of emails that you send to those who subscribed to you through your squeeze page. What a mini launch does is set up your prospective customers for your product offer. How good you are with your mini launch will determine your conversion rates. The higher your conversion rates are, the better profits you reap.

Let's now take a look into the different aspects of the PPC formula we mentioned above. Follow all the tips we give you to improve the performance of your campaigns.

Setting Up Your PPC Campaign:
Before you begin with your campaign, you should have a budget in mind. If you don't plan a budget, you might spend more than you can afford. For a start, you should target a budget that will cost you between $15 and $20 a day. Another great factor you should consider is your quality score. Your priority should be on achieving the highest possible quality score. You should shoot for a quality score of 10 which is the highest possible score that you can have. As your quality score increases, the cost per click of your PPC ads goes down. This translates to lesser ad expenses. Several factors determine your quality score. Such factors include click through rate, landing page quality and ad relevance. As to cost per click, try aiming for a rate that will cost you less than 20 cents per click.

Optimizing Your Ad:
Before you start writing your PPC ads, you must first visit the Google AdWords Learning Center and familiarize yourself with the rules and policies. This is to ensure that you do everything right and avoid breaking the rules which can derail your campaigns. The most important thing you need to remember when writing your ad is that it should be optimized with regards to the keyword or phrase that you wish to target. You will be bidding with said keyword so the text contained by your ad should be well-optimized. This will substantially improve its performance once it goes live. Your ad should effectively convey to the viewer what it's about. For example, if the ad leads to a landing page about "language software", it should contain the keyword phrase in the ad body or ad title. Optimization is just a matter of finding the right keywords and embedding them effectively in your ad.

The Importance of Keywords:
How your PPC ad performs is dependent on your use of keywords. If you choose and use the wrong keywords, you might as well be throwing your money out of the window. What's worse, your target customers won't be able to find your ad. If you want a profitable campaign, it's highly recommended that you do extensive keyword research to find the best keyword options for your ad. These should be keywords that people are ACTUALLY typing on Google to find information online. More targeted traffic will be seeing your ad if you use the right keywords. More targeted traffic will mean more profits.

To find the right keywords, you need to use a keyword research or suggestion tool. There are several of these tools online but so far the best one is Google's own keyword tool. The tool is free to use and has a lot of cool features that you can utilize to hasten your search for good keywords. If you go to the tool, you simply enter the keyword phrase you think people are typing on Google. The tool will then come up with a lot of suggested phrases related to what you typed. Along with this list of suggested phrases, you also get details about their search volumes as well as the competition around them. This will give you an idea as to what phrases you are going to run after. The most important factor you need to consider when choosing phrases is relevancy. The phrase should be as relevant as possible to your offers. Just because a phrase has a very high search volume doesn't mean you should pick it. Again, you have to consider if it's relevant. The more relevant keywords you use, the more targeted traffic your ad will attract.

If you find a good phrase, you should repeat the process discussed in the above paragraph. This will give you even more keyword ideas. It's also advisable that you create ad groups for your set of possible keywords. Each individual keyword should have an ad group under it.

Good Copy Writing Skills:
It's no secret that good writers create great ad copy. That said, you might consider getting someone who is experienced in this field to create a catchy copy for your ad. If you think you have the writing skills then you can do it yourself. If you look at a standard PPC ad, you'll see that you have very little space for you to make an impact and send a good message to the viewer. Your ad must be able to catch people's attention. There are certain things you can do to make sure that your ad performs well. First, use relevant keywords. A person will likely click on an ad if he/she sees the words that he/she is looking for. Second, emphasize the benefits of your offer. For example, if you are promoting an app, you can mention in the ad that the app is cheap or it can be used on all mobile devices. Third, use an attention-grabbing title headline. A good example of an interesting headline: "How to Land Thousands of Clients as a Freelance Designer". And fourth, tap into the emotions of people. As marketers often say, "hit them where it hurts". An ad that piques people's emotions is more likely to receive a large number of clicks.

The Display URL For Your Ads:
All text-based Google ads display a URL. This is a very important part of your ad. That said, you should use a display URL relevant to the ad. The general rule is that the URL should contain your main keyword or phrase. For example, if you are selling women's shows, an optimized display URL can look like or The latter example is a widely-used strategy and it's perfectly fine with Google. It doesn't break the rules or policies. Another reason why you should put your main keyword in your display URL is the fact that doing so will significantly increase the quality score of your ad. It will take you much closer to the target quality score of 10.

Optimizing Your Landing or Squeeze Page:
When a person clicks on your PPC ad, he or she will be directed to your landing page or squeeze page. The landing page serves as the second door to your offer. The main objective of the page is to convince viewers to sign up to an email list or other opt-in form. With that said, it's very important that you fully optimize your landing page to increase your sign-ups and subscribers. You're going to need a web editor software program in order to create a working landing page. There are a lot of these programs online. You should choose the one that best suits your product offer.

There's a direct correlation between your conversion rate and the quality of your landing page. If the page is effective in convincing people to sign up or subscribe then it follows that your conversion rate will also go up. A good landing page is one that's both engaging and interesting. You have to keep it simple and straight-forward. Don't go around the bush. Simply tell the visitors what your offer is all about and why they should get their hands on it.

You have to keep in mind your quality score when creating your landing page. Your ad should be relevant to the contents of the landing page. You can't have an ad about fitness exercises then have a landing page that talks about backpacking in Europe. Relevancy is the key here. If Google can't find relevance between your ad and landing page, your quality score will suffer. This in turn will hurt the performance of your PPC campaign. To ensure that this doesn't happen, you should use the keywords that you used in your ad in your landing page. For example, if your ad contains the phrase "fitness programs", then you should use the same phrase in your landing page.

Good Landing Page Content:
The most important thing to remember here is that you should use the same keywords in your ad, in your landing page title, and in your landing page content. For best results, you must write keyword-rich articles for your landing page. If you don't have the time to write an article yourself, you can always outsource it to freelance online writers.

Effective Call to Action:
This is without a doubt the most important part of a landing page. The call-to-action refers to the technique you use to convince a visitor to do something like subscribe to an email list, download a report, or join using an opt-in form. For better results, you should offer something for free like an ebook or a program to entice people to sign up. Also, make sure to remind the visitors that their email addresses and contact details are safe with you.

Utilize Autoresponders:
Your work doesn't stop when a visitor joins your mailing list through your landing page. You have to constantly nurture as well as develop a relationship with your subscribers. This is where an autoresponder comes into the picture. The autoresponder will take care of the communication between you and your subscribers. The best part of this is that this is done automatically or on autopilot.

How to Respond to Your Subscribers:
You should not immediately make your product offer the moment a person joins your mailing list. You should only make your offer in your 5th email. Your first 4 email messages will be to build trust with the subscriber so that when you finally make the offer, he/she will be more likely to purchase whatever you are promoting.

Checking If Your PPC Ads Are Profitable:
Measuring and tracking the performance of your ad is a critical aspect of PPC marketing. You have to do this in order to figure out if your ads are paying off or not. Are you getting the results you want? Are you getting your money's worth? Tracking the profitability of your PPC ads will answer these questions.

In conclusion, PPC marketing is a very effective strategy in building your online business. However, for you to be successful, you must follow a system that will generate positive results. An example of such a step-by-step system is the one discussed in this article. If you follow it, you increase your chances for success.

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