Building Effective Search Engine PPC Campaigns
You would not believe how many times we’ve heard the same story…
“I lost my ass on Google PPC!”
It happens… A LOT!
If you don’t fully understand how to setup your account effectively, this can be a HUGE waste of money.
The cost per click on raw leads is brutal in some industries.
It’s easy to lose your ass FAST if you don’t understand how to do it right.
So, how do you set it up right?
First, write effective ads.
I can’t believe how many times I have tried to read short google ads, and they’re riddled with typos, bad grammar, or simply don’t try to actually sell me.
It ALL starts with good sales copy, and if you have to be able to pitch it in something like 60 characters, you better be able to get to the point fast!
Second, narrow your target down as far as you possibly can.
Remember, you’re not necessarily looking for the generic industry keywords that have the most searches.
You’re trying to narrow down search terms that are good pre-qualifiers for actual leads.
You don’t want to spend money on too many lookyloos or competitor clicks. Yes, they will do this.
Raw clicks are expensive on Google so it requires a well-thought strategy, but the basics are generally the same as email marketing.
You want different ad sets for your different target audiences.
For instance, as mentioned before, you can have ad sets that target men and ad sets that target women.
You may want your ads to say different things to different audiences.
These audiences could even be geographic.
Your ads might look different for different cities.
You may want a different sales pitch for people in Denver compared to people in Seattle or Miami.
So we start with 3 ad sets with 3 ads in each set.
Each ad set will target a different part of your market audience.
For instance, retailers may have products for men, women or kids.
A contractor may have services for residential, commercial or government.
Our ad sets always start with a specific target audience.
The individual ads will target a different hot button within that target audience.
We try to keep in mind an old school rule… Quality over Quantity.
What does this mean when creating ads?
It’s simple, never target the most generic terms for your industry.
This is how you lose your ass.
Targeting generic search terms will get you more clicks but those clicks will not be pre-qualified for the specific service you’re trying to push sales to.
If a clothing retailer isn’t big enough to absorb the cost for targeting a generic term like ‘women’s clothes’, they will burn through their ad budget in about a month.
The same is true for a local contracting business like a roofer in a larger city.
If they simply target ‘roofing+their city’, if they’re in a larger city they will probably burn through their budget very fast because the ad does nothing to pre-qualify the click-thru.
Including a specific brand or type of clothing or roof will narrow down and pre-qualify the prospect because they were searching for a specific brand or type and already know that this place has it.
Every experienced salesperson will tell you they would rather have 10 hot, pre-qualified leads over 100 cold leads all day.
Having a good strategy is extremely important for not spending too much.
This strategy will lower your cost-per-click and increase conversion ratios almost immediately.
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