Pay Per Click Made Simple

As a continuation in our “how we work” series, I wanted to take an opportunity to review our process for setting up a Pay-Per-Click (PPC) advertising campaign for the benefit of our strategic partners.

Keep in mind, when I mention “PPC” I’m referring to online ads you pay for (when someone clicks on them) that run on platforms such as Google Adwords, Facebook Ads, or even Linkedin Ads.  However, before we talk about the “how” lets first understand the “why.”

Reach

PPC ad platforms like Google Adwords, Facebook Ads, and Linkedin Ads not only deliver an immediate message to your target audience , it can do so on a massive scale.

Relevance

PPC ads are targeted and very relevant. This type of advertising is, therefore, both effective and compelling since a business can advertise to people who indicate either their interest or are simply ideal.

Return on Investment (ROI)

Most importantly, PPC advertising can help businesses meet their ROI objectives.  For example, if your client’s objective is generating leads, PPC ads can help them reduce their overall cost per lead acquisition.

Our Process

Again, depending on the client’s needs, we can run PPC ad campaigns on Google, Facebook, or Linkedin.  However, for the purpose of this review, I’m going to discuss our typical process for running an ad campaign on Google.

1. Preliminary research: Has the client done PPC before?  If so, what worked and what didn’t?
2. Next, we mutually create a list of keywords that the client would “ideally” like to appear in the search results for.  Finally, we ask who their top competitors are, in which they’d ideally like to be placed with.
3. Find out what kind of traffic those main keywords generate on a monthly basis through Google Search Tool.
4. Define a budget the client is comfortable with on a monthly basis. See if that fits with estimated traffic and budget from our research
5. Prepare spreadsheet with suggested Ad copy and keyword Ad groups. Have client check, make any changes if necessary.
6. Open up Google AdWords account, have client input credit card information. Set up campaign(s).
7. Launch campaign
8. Monitor campaign(s) very closely and tweak bids, keywords, and Ad copy as needed for first 2 weeks - 1 month. One month of data is required at minimum to view any trends.
9. Continue to manage, tweak, and monitor through the length of campaign.

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