46% of people click on sponsored ads when they are looking to buy a product or a service. Here is a step by step description of the process involved in setting up a PPC campaign in Adwords, Microsoft AdCenter and Yahoo. Target Logic offers PPC management services as well as the overhaul of existing PPC campaigns.
1. Keyword discovery and selection
A marketing strategy has to be based on hard facts in order to maximize its chances of success. The hard facts include knowing who your target market is and what is your target market’s behavior.
On the Internet, your target market’s behavior is defined in terms of search terms (also known as keywords). So in order to discover what search terms your target market uses to search on Google Yahoo and Bing is our first task. If you have Your Google analytics goals and an old Adwords account it will help us determine the best keywords to select. If you don’t have that data available we can start from scratch.
Part of a successful keyword discovery will be finding high traffic keywords as well as many long tail keywords. Long tail keywords are keywords that are characterized as:
- Low traffic
- Are comprised of at least three words (Red Suede Shoes) or (Best rhinoplasty surgeons)
- Convert very well
- Cost a lot less to advertise with
2 . AdGroup creation
After exporting all the keywords that pertain to your business on an excel spreadsheet, we then proceed to divide this list of search phrases into groups of related searches. This is a crucial step in setting up your campaigns because we need to write ads that exactly tie in with the keywords your target prospects are searching for. Relevance is what will increase the likelihood that searchers will click on your ad versus a competitor’s ad. Ad groups are silos of 4-5 like keywords that you group together under an adgroup in Adwords or Microsoft AdCenter.
3. Ad Text creation and optimization
Text ads are the links between your web site and the search results pages. The more targeted and effective your ad copy is, the more quality customers will click through to your web site.
The goal is: Increase your Click-Through Rate (CTR) so you pay less money for each click (visit). Google Adwords as well as Microsoft Ad Center will charge you less if your Click-Through Rate (CTR) is high.
We are specialized in crafting effective PPC ads. We first analyze how well competing ads are doing and we craft new ads for your campaign that closely emulate the best-performing competing ads. We then use those ads as control ads that we run against other ads that we craft for you. The goal is to run both kinds of ads simultaneously and beat the control ads so as to achieve the highest CTR (Click-through rate). Remember that the highest the CTR is, the less you pay per click, all else being equal.
4. Landing page assignment to an ad and quality score
Once you have finished creating all your adgroups you must assign each adgroup a corresponding landing page off your site. The reason is: Google, Bing and Yahoo will assign a quality score to each ad depending on how thematically relevant your landing page is compared to your ad. The goal is to get a high quality score because the higher the quality score the less you will pay for each click. For example if your business is plastic surgery and your adgroup is about rhinoplasty, your ad should be about rhinoplasty, and the corresponding landing page should be talking about rhinoplasties and showing rhinoplasties. The ad should not go to the home page where you list all the procedures you offer.
5. Make your landing pages direct-response friendly
Once you get targeted traffic to your page you must now convert as many visitors as possible into an action in order to maximize your advertising dollar.
There are mostly two ways people like to contact you: either by email (form submission) or by phone. You should make it possible for them to contact you both ways.
6. Set up your Adwords account
Once we have decided with you on all the search terms we will target and once we formed all the AdGroups we are now ready to set up your Google Adwords and AdCenter and Yahoo accounts. How you set up your accounts is crucial. You have to be familiar with all the settings—otherwise you may not maximize the effectiveness of your campaign(s). We are experts at Google AdWords, Microsoft AdCenter and Yahoo and we will insure that all your settings are precisely calibrated to your campaign needs and goals.
7. Manage your campaigns
Google Adwords, Microsoft AdCenter, and Yahoo are a pay-per-click services. That means that each time someone clicks through to your ad you pay a fee. This fee is determined by different factors including:
- Your ranking on the page. Typically there are 8 to 11 ads per page.
- How compelling your ad is, (the more people click through your ad the less you pay (CTR).
- How competitive your search term is.
- How relevant your ad is relative to the content on your landing page (Quality score).
This is where our expertise brings you value. We make sure you get the best-targeted traffic for the best value. In the course of managing your campaign(s) we keep improving the effectiveness of your ads by evenly rotating and monitoring several ads that we create for you and see which ad gets the most clicks (visits). We then discard the lower-performing ads and keep the higher-performing ads in place (the control ad). We then write new ads that are aimed at beating the control ads.
We monitor which search was entered with each visit and ferret out negative keywords (Keywords that don’t apply to your business).
Rest assured that we can totally cap your campaign’s budget, you are guaranteed to never owe more than what you have agree to pay.
We will send you a weekly report, which will reveal to you what search terms your target market used in order to find you, and how many times they clicked through to your landing page to visit you. This will tell us which search phrases brought potential customers into your office/store (your site) and which did not. Over time we will discard the lower performing search terms and invest the money you saved into the search terms that bring you sales.