• Jackie Feble

PPC Tips for Beginners

Updated: Jul 10

Advertising on search engines is one of the most popular forms of digital marketing.PPC stands for pay-per-click. Pay-per-click is a model of internet marketing where the site owner pays a fee each time their ad is clicked on. Essentially, it’s buying users to visit your site as opposed to earning those visits organically. While pay-per-click has a lot of advantages it can be difficult to navigate when you’re beginning to use it. At first, it is common that you might not see the returns you were hoping for. As you begin your journey with pay-per-click advertising, keep these tips in mind…

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Know your Goals 

The first step in having a successful PPC campaign is knowing where you want to take your website. Are you trying to generate more sales? Does your site need more leads? Do you want people to engage with your content? While knowing your goals is great, also try to be realistic when goal setting. If you keep your goals realistic, you’re more likely to know what your budget should be. Keep in mind, you’re bidding against other companies for that top spot. Whoever has the most competitive bid will get the most clicks. Forming a goal strategy will give your website an edge.

Research. Research. Research. 

In order to implement pay-per-click in your digital marketing strategy, it is important you do a lot of research. This will help you not spend a ton of cash. Do not just feed Google Ads money without knowing exactly what you’re doing. If you do this, you’ll likely spend a lot of your marketing budget and not see the conversions you were hoping for. To get a more comprehensive understanding of Google Ads, you should consider getting a certification from Google. Google’s Digital Garage also offers various resources that can help you grow your website. This will help you better measure your campaigns while having a deeper understanding of the PPC process.

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Setting up your Account

Obviously one of the most important steps in PPC is selecting your search-engine platform. While Google is the most popular, it’s important to know that you have choices. Bing and Yahoo are other options that you could choose to explore. You could also decide to use Facebook which is similar to PPC, but a little different from its function.  While Google has the highest search volume, the prices are a little more expensive. Knowing the differences in prices will help you better target your campaign. This is also helpful to note if your budget isn’t very large. You should consider testing different platforms before choosing which one works best for you. 

Keep the A in Ads

Since you are competing against other businesses or sites for keywords, keep your ads amazing. You should try to use engaging images and keep your ad-copy relevant. Ad copy can be something that you may struggle with. Freelancers are a great resource to help you write the best ads. If you want to try it on your own, try creating different ads with various styles. Allocate parts of your budget towards different versions of your ads. When you find the ad that is creating the most conversions, allocate more of your budget towards that version. Also, an important tip to note is to keep your landing pages relevant. If you’re asking someone to buy your product, make sure you don’t send them to your company’s blog. You only have a very limited time to create the conversion you are wanting.  

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Implementing PPC

PPC is a lot of trial-and-error. Stay on top of digital marketing trends and taking a quick look at your competitors can give you the edge you’re looking for. Goal setting is also a large side of PPC. Don’t be discouraged if your ads aren’t generating the conversions you’re hoping for right away. The more experiments you do with PPC will help determine your goals. There are a lot of free resources that can help guide your strategy. The internet is full of resources and always know that you have options as to where you can allocate your funding. No matter where you are in your digital marketing game, there’s always room to grow! 


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