how paid ads work - leads, clicks, and website traffic
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How Paid Ads WorkLeads, Clicks, and Website Traffic
What is Pay-Per-Click Advertising?• PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. (WordStream)• The most popular forms of pay-per-click advertising include Google AdWords and Facebook advertising.
What is the Purpose?• The goal of PPC advertising is to get a potential lead to click on your ad, and then take a specific action.• Goals can include:• Driving increased traffic to your website• Generating qualified leads for the sales funnel• Enticing users to purchase a product or service• Improve brand awareness by being at the top of the
search results• And more
PPC Ads Are Displayed Selectively• Without parameters, everyone would advertise on search engines and the market would be incredibly saturated.• Ads are displayed based on a multitude of factors, including:• Relevancy to the search query entered by the user.• The amount you have bid and daily allotted budget for
your ad campaign.• The quality of your ads and associated landing pages.
Only 30% of People Click on Paid Ads.
Run a PPC Campaign With SEO• Due to the nature of PPC advertising and the statistical tendencies of people to choose organic and local results over advertising, you need to use PPC and search engine optimization together to generate the best results.
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The Components of a PPC Campaign
Extensive Keyword Research• What are your prospective customers searching for?• What variations or common phrases do they use when searching for similar products and services?• Google Keyword Planner• Allows you to search for keyword ideas, campaign
groups, statistics, and more.
Competitor and Industry Research• What are your competitors doing? How are they leveraging PPC advertising?• What can you improve or adapt from their PPC tactics?• What trends are occurring in your industry? Can you utilize those to your advantage?
Professionally Written Ad Copy• PPC ads are purely text. Meaning every word and character is valuable.• PPC ads must be written by a copywriter with significant conversion rate optimization and writing experience. • Your writer must thoroughly understand:• Your audience• Your product/service• Your industry• Your PPC goals
Lead Generation Focused Landing Page Content and Design• You’ve convinced a lead to click your ad — your landing page now has to sell them!• Landing pages need to boast expert content and design in order to convince the lead to trust your business and complete the intended action.• Landing page goals can include:• Trial sign ups• Contact forms for additional info• Content downloads and give aways• Event signups and registration• And more
A Thank You Page• Your thank you page is an opportunity to reinforce your brand and direct a qualified lead to another area of your website, such as a piece of relevant content.
Remarketing Ads• Remarketing ads seek to drive those who did not convert, back to your offer. • Once again, they must be expertly written and designed to have the biggest impact and ultimately, conversions.
Remarketing Landing Page• You need to have a separate landing page solely for your remarketing ad efforts. This is the best way to track your success and results.• The language and design on this landing page must be more impactful and convincing in order to get the user to complete the intended action.
What is the Key to PPC Success?
Consistent and Professional Management• With PPC advertising it’s all too easy to fall into the following situations:• Low click-through rates with a high cost-per-click.• Receiving great click through rates at a reasonable
cost per click, but little to no leads/sales (ROI). • Great click through rates at a great cost per click, but
unqualified leads.
• You need a Certified Google Partner or AdWords Certified professional.
We Just Happen to Be One!
Any Questions?
Free PPC Advertising AnalysisCall us at 615-890-3600 and mention this seminar for a free analysis of your PPC advertising efforts.