| If you offer a great product, have good | | | | still get a lot of clicks. |
| marketing on your website, and your prices are | | | | Now, in order to bid high, you need to figure out |
| reasonable, Pay-Per-Click is one of the best | | | | how much you can afford bidding. This is how you |
| investments you will ever make. That is, if the | | | | do it: |
| person who takes care of your campaign knows | | | | Find out what is the average value per |
| what he is doing. This is the same step by step | | | | conversion. For example, let's say that you sell |
| system that we use to manage our clients' | | | | diamond rings and the average order is $2,000. |
| Pay-Per-Click campaigns. | | | | Now, let's assume that the gross profit margin is |
| Step 1: Determine Your GoalIs your goal getting | | | | 50%. Therefore, your average order profit is |
| visitors to fill out a contact form, place an order | | | | $1,000. Let's say you have a conversion rate of |
| online, or download your white paper? Set up a | | | | 1% (which means that 1 out of 100 visitors |
| goal using Google Analytics and make sure that it | | | | becomes a paying customer). So for every 100 |
| is linked to your Google AdWords account. | | | | visitors you make $1,000. That means that your |
| Step 2: Choose the Initial KeywordsDo some | | | | average profit per visitor is $10. |
| brainstorming to come up with some keywords. | | | | You can now figure out how much you want to |
| After you are done, you can use a keyword | | | | invest to get a visitor depending on your business |
| suggestion tool such as WordTracker to get | | | | model. In this case, it would definitely make sense |
| more related keywords. | | | | to pay up to $9.99 per visitor if you are getting |
| Make sure that you get both broad and long-tail | | | | $10 in return (for the sake of simplicity I am not |
| keywords. Examples of broad keywords: leather | | | | considering fixed costs, reserves, taxes, |
| handbag, suede shoes, Louis Vuitton wallet. | | | | insurance, etc.) Some companies will be happy to |
| Examples of long-tail keywords: black genuine | | | | break even or lose money to acquire a new |
| leather handbag, buy suede shoes in Scottsdale, | | | | customer if they know that the lifetime value of |
| Louis Vuitton wallet model X123. | | | | a new customer is a lot higher than $10. Let's |
| If you want, you can use PPC Keyword | | | | assume that 1 out of 4 people who buy |
| Generator to combine lists of keywords. | | | | engagement rings from you also buy your |
| Step 3: Set Up Your AccountCreate a new | | | | wedding rings. In that case you will be willing to |
| campaign targeting the market that you are | | | | spend a lot more than $10 per click. Just do the |
| interested in. Don't choose to show your ads | | | | math and figure out what is the maximum you |
| worldwide if you just sell to the US market. Then | | | | are willing to bid. That will help you get a high CTR |
| set up your daily budget. | | | | and then you can lower your bids a little if you |
| Create one ad group for each keyword and have | | | | want. |
| the three versions of that keyword in the ad | | | | Step 5: Write Great AdsSome people say that |
| group (broad, exact, and phrase). Use the Google | | | | you have to include the keywords in the headline, |
| AdWords Editor free tool; it will make your life | | | | write a benefit in the first line and features in the |
| easier. | | | | second line. I believe that is a great starting point |
| Step 4: Start Bidding HighGoogle takes two | | | | but the key is split-testing. You always have to |
| factors into consideration when it comes to | | | | run two different versions of the ad, pick the |
| choosing what position your ad will be at. The first | | | | winner, and write another ad to beat the original |
| one is your bid price (how much you are willing to | | | | one. If you are always split-testing in a couple of |
| pay for each click that you get). The second one | | | | months you will have ads with amazing CTRs. |
| is your CTR (Click-Through-Rate). The CTR is the | | | | Step 6: Measure and AdjustThere is one metric |
| number of times your ad is clicked for every 100 | | | | that is more important than all the others: |
| times that it is shown. | | | | conversion rate (that is assuming that the |
| One of the main mistakes that most rookies | | | | different keywords bring in a similar profit). Don't |
| make is starting with a very low bid, sometimes | | | | optimize your campaign for CTR. That is a big |
| $0.05 or $0.10. When you bid is so low your ad | | | | mistake. You want to pay for sales or leads, not |
| shows at the bottom of the page, or on the | | | | clicks. |
| second or third pages. Nobody clicks on them so | | | | Use Google Analytics to see what keywords are |
| Google says "if no-one clicks on this ad, we will | | | | converting, what keywords aren't, and tweak |
| show it less often". And that is how your | | | | your campaign to boost conversions. |
| campaign goes down. | | | | If you need help getting massive qualified traffic |
| Start bidding high. That way your ad will show | | | | to your website and boost your sales through a |
| between positions 2 and 7, you will get a good | | | | Pay-Per-Click campaign, let me know; we can |
| CTR, and then you can lower the bids a little and | | | | definitely help. |