What an exciting time!! PPC Marketing opens a whole new world of traffic, and I’m going to show you how to get started. I’ll walk you through it step by step. As you know, PPC Ads are pay per click, so we want to start conservative. I’ll steer you in the right direction so you’ll have nothing to worry about.
Before I get started, I just want to give you a brief summary of what PPC is all about. If you want to skip this section, go ahead and go straight to How To Start a PPC Campaign Step by Step.
So What is PPC?
I’m sure you’ve heard it before and imagined the great value that ppc marketing can provide. Then I’m sure you’ve heard of all the headaches it can provide as well. Well I’m a really conservative guy who takes calculated risks so you’re in safe hands.
PPC is an opportunity for you to get in front of many people without going through the delay of seo (search engine optimization), and getting ranked. We all know this can be a pain, but with ppc, you’re getting right in front of people, right away! The key is to target the right people with the right campaign or ads. If you’re just getting started with blogging this would be a great blog to read to understand the concept of optimizing a blog.
Many people lose a lot of money while advertising with PPC, and it is because they do not do their research. Hats off to you for taking the initiative. I learned a great deal about PPC marketing through an awesome training program at Wealthy Affiliate, and I’m going to teach you everything I know for free! Let’s jump right into how to start with PPC.
How to Start a PPC Campaign Step by Step for Beginners
1) You will need to create a Google Adwords account. It’s free to join, and you should probably search promo’s going on for the current month so that you can get some free credit while joining. Plan on spending a little money on this platform when you’re getting started. I initially spent $25, and now I’m running off of pure profit. I love it!
For clarification purposes, my google account shows that I’ve spent over $400 in advertising, but all of that money was from profit. I snagged this great deal starting up which was spend $25 and get $75 in credit from Google Adwords. Ever since, I’ve been making money in conversions and I put that money right back into my account to continue my campaign. It’s been pretty sweet!
2) When setting up your account you want to ensure that you use the following options:
Be sure to pick the countries you want to advertise in. I currently target English speaking countries so I’ve chosen USA, Australia, Canada, and the UK.
For maximum daily bidding, just enter a small amount like $50. You won’t necessarily be spending this much daily, but this is a good amount to enter to show Google that you’re a serious business owner. Remember, you’ll be in complete control of your PPC campaign. All you have to do is click ‘Pause’ or ‘Resume’ to control your spending.
For maximum bid amount (per click), I set this real conservative, at .30 (that is 30 cents). You’ll want to start out real conservative because if you didn’t know already, ppc can get way out of control and you can lose you butt off in it. Play it safe!
This will be for a short period of time until you get comfortable with what you’re doing. Some campaigns I leave at .30 and so I’ve gotten really comfortable with and start bidding higher such as at $1.00 or more. I’ve heard of some people even bidding 3-$4, or even as high as 8-$12.
How do you measure how much you should spend? You’ll want to track your ppc conversions. If you have found that you’re converting at a high rate such as 20% or higher, then it may be fine to spend a little more. Take risks, but please take calculated risks. The lesser the risk the better. An idea that is shared with Warren Buffett.
3) Do not select the shared programs with Google to advertise on, just choose Google search engine. I haven’t found any value in choosing the others.
Please read all the steps before you create and setup your account. These steps are not in specific order so you’ll need to refer to different ones while signing up at Google Adwords and creating your campaign.
Create Campaigns and Setting up Ads
Google may ask you to start out by creating a campaign. You can choose anything and test out creating the ad while starting out. Just know that you will most likely pause and/or remove that campaign as soon as Google allows you on the platform.
When you’re finally on the platform go ahead and choose the (+) button to create a campaign. Title your campaign the meaning behind the campaign. For example, I have a couple of campaigns that I’ll mention. I’ll create a ‘Reviews’ campaign so that I can advertise any and all of my reviews that I make on specific products. Then I’ll create a ‘Direct Link’ campaign for direct advertising with affiliate links.
You do not need to name your campaigns as such, but you can if you want too. Let’s start out with creating an ad for my ‘Reviews’ campaign. In essence, when you choose the campaign, such as ‘Reviews’, all of your ads will then populate. Then when you select on any particular ad, you will see all of the keywords that you have associated with it. You can create several ads for each campaign.
Ad #1 follow the example
Title: How to do PPC Marketing
Body: Learn how to do PPC marketing step by step. For beginners.
Ensure that the characters requirements meet the amounts allowed for the ad.
Do not put any outrageous claims or use exclamation marks that stand out. Google does not like this, and may not approve your ad.
An example of an outrageous claim: “Cream that erases wrinkles in 1 minute!!”
You may need to enter the value of $50 USD for daily maximum bidding amount.
Now to Choose the Keywords.
The best recommendation I can give you is use Google Instant to search for relevant keywords and keep your ad groups tight. What I mean is just choose around 5-6 keywords per ad group. You can create multiple ad groups and this will allow you to test your campaigns to see what really works!
You can also use a keyword tool. If you need a recommendation, I use Jaaxy. You can check it out for free. Get a bunch of keywords and seal them up tight. For example:
Target Keyword: How to Watch TV Online For Free?
Watch tv online for free
Watch tv online free
Free tv online
Watch tv online
Tv online for free
I think you get the idea. You can do this with any and every keyword, and the reason behind it is for tracking purposes. You want test all of your campaigns and learn which ones are the most successful. This way you can eliminate the ones that don’t work. This also helps with relevancy in your ad groups. When creating your ad, the more relevant you can make them the more successful they will be.
Once you have set up all of your keywords, you’ll want to expand on the different of match types.
Keywords surrounded by [ ] are exact match.
These are keywords which users enter the exact words and your ad will pop up for.
Keywords surround by “ “ are phrase match.
These are keywords that users will enter and may have additional words in. Such as, if the keyword is “watch tv online”, the actual phrase that the user puts in may be, “watch tv online for free”, for which your ad will pop up because of phrase match.
If there are nothing surrounding the keyword, these are called the broad match. Broad match is a tricky selection because your ad will populate every time the keyword is entered, and for every which way it is entered. This can overdo it sometimes because you may get more clicks but remember they’re pay per click as well and the relevancy may not be there. Nevertheless, you will always need to test these ads to see what are the most successful.
How to change the match types?
To do this you select all of the keywords. Then go to ‘Edit’, then ‘change the match types’. When the window opens check the bubble for ‘broad match’ and then below that select ‘phrase match’. Very important: then check the box that says ‘duplicate keywords and change the match types’. This will duplicate the keywords so that that match type is not deleted.
Adjust bid amounts
Once all the match types are populated within your campaign, go ahead and adjust any bid amounts if needed. For example, a keyword might say “Not on Page 1. Need to bid at least .35 cents”. Then you can select the little pen icon that stands for edit and change the bid amount to the desired amount.
You should start off at .30 a bid, and I wouldn’t go past .40 when first starting out.
In order to fully test a campaign you want to have spent a considerable amount of money on that campaign such as $100. This is to actually give it a proper test.
How to Test a Campaign?
Once you’ve launched all of your ads and such, it’s time to watch the performance of all the clicks. First and foremost, you’ve got to give it time. Be patient. Don’t worry about it too much for the first 2-3 days. You don’t have to stare at how many clicks you’re getting, or worry if you’re not getting any conversions. Conversions will come, eventually. You’ve just got to find the right campaign. That’s what all of this testing will be for.
Once you’ve started getting 100s or 1,000s of clicks now you want to start looking where are all those clicks coming from. Unfortunately they may just be coming from 2 or so ad groups and keywords. This is ok and perfectly normal. Now you have to go and pause every single keyword or ad group that is not doing anything, and just wasting your time or money.
With these ad groups you can try different wording on the ads, and add or remove keywords. You know, just try different things with it, if you don’t want to remove it. If not, just go ahead and remove them. The thing with Google is they reward you for accuracy. If you have got all of these ad groups and keywords active and they’re not doing anything, it goes against you. How do they reward you? They show your ad more and they charge you less for click. That’s ultimate what you want. Make more money and spend less!
Track Your Conversions
One of the most important parts of ppc advertising is tracking your conversions. You will want to get a tracking id from Google. Follow the steps below:
Go to Tools and select Conversions. Click on the “Conversion +” button. Enter the name of your conversion such as ‘Lead’ or ‘Sale’. Select the value, “Each time it happens, the conversion action has the same value”. Then enter the proper value that each lead or sale is worth. If your conversions work differently you may want to select a different value. For ‘Count’, select Every conversion. Conversion windows, select 30 day conversion window, 1 day view through conversion window. For category, select the proper selection. It may be Lead or Sale. Include in “Conversions”, select Yes. Finally, Attribution model, select Use “Last click” model. I would recommend you look through all of the options available so that you get familiar with all the options. These are the settings that I use, and you may need to use different ones according to your own business.
Once you have these set up, select ‘Save and continue’. On the next step you can review your settings and edit them. If everything looks correct, then you will find your Conversion tracking id at the bottom of the page. You can copy and paste this in the appropriate area so that you can begin tracking your conversions. Finally, select Done.
You’re All Set!
Now you know how to start and manage your ppc campaigns and take advantage of this wonderful tool to enhance your business. If I missed anything please feel free to contact me or use the comment section below to ask a question. I usually can get back to everyone within 24 hours.
I love ppc marketing and the opportunity is definitely there. However, I think that we both can agree that free advertising is better than anything. In order to do this you have got to sharpen you tools up and get ranking on seo (search engine optimization). The opportunity for seo is like no other and cannot compare to ppc. Don’t get me wrong, you want to get really good at ppc, but you do not want it to replace your seo.
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