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How To Get Started with Pay-Per-Click Advertising

How To Get Started with Pay-Per-Click Advertising


this week we’re going to talk about how
to spend money in PPC welcome to the #Weareslam show where we share marketing
best practices insights and ideas to help your business or brand grow my name
is Tyler Kelley and i’m here with my co-host Michael T Johnson and this week
we’re gonna talk about how to spend money in PPC and PPC is all about search
so we’re gonna we’re gonna get in to search a little bit and talk about how
people search how to find out what they’re searching for and what that
volume is and then you know how to determine how much of the market you can
actually reach and kind of back into some actual budget numbers so step one
is let’s figure out what people are searching for yeah then you got to start
with those buyer personas so buyer personas marketing directors we know
that that buyer persona is really kind of this fictional avatar for a person
that’s based on all this data you have if you want to figure out how they’re
searching really just use that data use your information you know your buyers
and then go into google and start doing searches the way that your buyer
personas would search yeah that’s that’s really the first step put your mind and
put yourself in the mind of the buyer and think about okay if i type this in
and then i see these ads i see these results am i getting what i expect to
get as a buyer so if i type in you know air jordans am i getting results for air
jordans you know that’s a very simple example but if you weren’t getting
results for that the question is why if this is your first time starting out
just type it in searches maybe it’s because you’re typing in something that
people probably don’t type in you know or maybe you’ve just you’ve come across
gold and no one has decided to advertise on that yet which is very unlikely so if
there’s not you know a good search result there then it’s most likely that
you’re typing in the wrong words so then you fine-tune that search and that’s
what that’s what we do as users right like we don’t always get to search right
sometimes the search results are not what we want so what do we do we go
back and we search again with a different phrase or we word something
different and that’s what you should do and do that over and over and over again
for your buyers and you know when you’re in that mindset and just begin to make
that list of words that’s step one now you can take this a little bit further
kind of the next step is to figure out where and the buying cycle this person
is because someone who’s early on like just trying to do a little bit of
research or educating themselves on your industry or something that’s related to
your product or your product they’re gonna search differently than somebody
who’s ready to buy right now now if your marketing director and you’re
accountable to you know your VP of Marketing or your CEO or your CFO then
you want to make sure that you’re not putting a lot of money into educating
people because people in that educational phase they are not ready to
buy your product yet and I can just hear your CEO right now saying if I’m gonna
put five grand into PPC this month I want to see a return yeah and that’s not
to say for your brand that educating your potential future buyers isn’t
important it’s just not a good use of your PPC money exactly so once you have
this list of keywords now you can go to the Google Keyword tool and put all the
keywords in that you have kind of you know segment by geographic area let’s
say this is you know this isn’t a national campaign let’s just say we’re
we’re in St. Louis or Miami and we want to target just that demographic or that
DMA so you’re gonna put that into the geographic locator and the keyword tool
and then put those keywords in and the keyword tool is gonna give you estimates
of traffic based on your cost per click or your monthly budget and from there
you’re gonna be able to get some insight into what it’s gonna cost to reach the
entire market this is an important first step to budgeting because this is what
you baits your bed your budget office if you could reach the entire market this
is how much it cost I think that’s a great piece of data and a half yeah you
want to know how much it costs to reach the entire budget now disclaimer here
keyword tool is estimates keyword tool is notoriously light you know you would
think that they would over s – made some of this traffic but Google
tends to underestimate the traffic in the keyword tool I don’t know why this
is maybe we should research it and figure out why that is but if you’re
looking at and a lot of times the keyword tool is gonna be significantly
less so what we do is whatever the keyword tool says multiply by 25
that’ll give you a better idea for the type of traffic that you’re gonna pull
in on that keyword remember the keyword tool defaults to a broad match and if
you’re not familiar with the three different types of matches for Google
AdWords you have a broad match which if I type this word in it’s gonna return
everything related to that word whether or not that word is in it or not so it’s
just somehow related semantically there’s a phrase match which means that
if if the word that you put in is a phrase match and you put it in like red
widget and then you know Michael and search types in red widget in st. Louis
then it’s gonna appear for that search as well and then there’s exact match
which is written if you just type in red widget then the only thing you’re
advertising on is that those two words so keyword tool by default returns broad
match keywords so multiply that by 25 to get a more accurate count and that’s a
good start to determine okay this is how much it’s gonna cost to reach the whole
market for the words that I’ve selected and then you can go from there
so once you have those rough numbers you can you can break them down into smaller
sizes and know that I have to spend X to reach half the market or X for 10% of
the market you can do the math and figure those things out and have a loose
estimate once you begin advertising in Adwords then you’ll be able to get real
data so you know we’re working off of you know google estimated data based on
historical trends once we begin to advertise in Adwords then we’re gonna
have real data and from that data we’re gonna know if we dig into the AdWords
analytics just a bit we’re gonna know exactly how much of the search traffic
for those keywords we’re reaching and then from there we’re gonna have an
accurate count of what it takes to reach 100% of that potential audience
the great thing about Google is they’re not going to spend a hundred percent of
your budget because they could just in like a matter of a day if they showed
your budget to 100 percent of the potential audience so what happens in
the auction format is they take your budget your daily budget and your
cost-per-click bid and then they determine if everybody clicked on your
ad like in the next ten minutes how much of you know would you be out of money
and if so then they’re not gonna show your ad to everyone they don’t want to
spend your money that fast so what they’re gonna do is they’re gonna show
it to five percent of the potential market ten percent of the potential
market based on your budget that way your your your money lasts throughout
the day so these are the type of things that a digital marketing agency partner
will be thinking about day in and day out like an agency or a partner like
this is gonna live in that data every day and they’re gonna be tweaking that
multiple times a day and it’s something you need to be thinking about as well so
if you’re really thinking about spending budget on PPC get a partner that can
help you navigate all this data you never want to set it and forget it
that’s that’s the number one mistake that people make with PPC you know they
might have a good first month and they’re just like I’m just gonna let it
run well that’s like playing blackjack at the casino where you know you play a
few good hands and then before you know it like you’ve lost all your money and
you don’t have anything to show for it so you wanna you want to partner with an
agency or you know a person that can really devote their time if you’re
hiring a person that can devote their time to PPC you know on a smaller side
budget it’s gonna take a couple hours a day on the larger budgets you know it
may take more than that to just maintain optimize rinse repeat and just
constantly increase the quality of users the quality of the clicks that you get
to your website and then the amount of clicks that you get and decreasing those
prices over time you know so these are all things that a good PPC partner will
do we just happen to be a Google partner Google selects their partners based on a
list of criteria that we’ve been able to meet its educational its best practices
its spend you know mounts and we suggest that you find a Google partner
there’s several Google partners and in you know across the country and if if
you’re working with a Google partner then more than likely you know they
understand the fundamentals of good PPC campaign yeah so if you’re a marketing
director and you’ve been thinking about or you’ve got PPC budget or this is
something you need to explore or you need some help with so if you’ve got our
website slam agency.com we can help you with a free consultation to help guide
you through all this stuff or if you just have questions hit us up in the
comments we’d be happy to respond and let you know where we’re at
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