According to Forrester research about 33% of searchers click on the Pay-per-click postion of the Search results. Here is a step by step description of what needs to be done to set up a PPC campaign in Adwords.
1. Market Research By Search Term (Pay-per-click)
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 is defined in terms of search terms. The first hard facts you want to know are all the search terms your target audience types in as they are actively searching for your services on the Internet’s main search engines.
Target Logics’ databases contain 450,000,000 searches terms people have searched for in the last three months on the Internet’s major search engines. These databases are smart because they can automatically find all the related searches people search for which pertains to your business.
Our database will tell us that people who searched for the search terms that pertain to your business
Research will determine how your potential clients search for your services, as well as which search terms your competitors are targeting.
This phase will reveal to us where to find as many online potential clients/customers for your business as possible.
2. Make your landing pages direct-response friendly
Once you get targeted traffic to your page you must now convert as many visitors into buyers in order to maximize your advertising dollar.
According to a study by the DMA, you need to make contact at least seven times with your prospects in order to turn 1% of initial visitors into buyers. That is why it is very important that you get them to voluntarily give you their contact information specially their email address so you can follow up with them by email/phone/snail mail at least seven times.
Typically visitors will give you their email address in exchange for something they deem valuable to them.
Once you get their email address you follow up with them by email so that:
- They don’t forget you
- You build trust and rapport with them
This process will increase your chances that they will become your customers.
That is why your goal should be to build a database of as many visitors as possible so as to maximize your chances of turning as many of those visitors into buyers.
Online, some persuasion techniques work better than others. We happen to be experts at online persuasion.
Are you unsure of how many and what kind of calls to action you need on your landing page? Are you unsure where to place them? Don’t worry! We also happen to be experts at online direct response techniques.
3. Creation of ad groups
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.
4. Write compelling ads so that your target market visits your site
Text ads are the link between your web site and the search results pages. The more targeted and effective your ad copy is, the more quality customers will be directed to your web site.
We take the groups of related searches that we created from the previous process described in the creation of AdGroups and proceed to write compelling ads that will incite your target prospects to visit your home page or special landing pages. For your information, our special talent for writing web ads earned us a Gold Addy Award.
Goal: Increase your Click-Through Rate (CTR) so you pay less money for each click (visit)
Google Adwords will charge you less if your Click-Through Rate (CTR) is high. For example we know how to discover the best-performing ad (highest click-through rate) for any given keyword on Google AdWords at any given time. This guarantees that you will pay the least amount per click on any of your ads. That is because Google will financially reward you for having a high click-through rate.
5. 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 account.
How you set up your Google Adwords account 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 and we will insure that all your settings are precisely calibrated to your campaign needs and goals.
6a. Purchase visits from Google Adwords
Google adwords is a pay-per-click program, which means you will have to pay Google Adwords directly for each targeted visit.
6b. Manage your Google Adwords campaign
Google Adwords is a pay-per-click service. 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.
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 ad and keep the higher performing ad in place (the control ad). We then write a new ad that is aimed at beating the control ad.
We closely monitor your pay-per-click rate so that you pay the minimum-bidding fee while you get the best and largest amount of targeted traffic as possible.
Rest assured that we can totally cap your campaign’s daily budget, you are guaranteed to never owe more than what you have agree to pay
When we open your account we will use your credit card and pay Google directly for the click fees.
We will send you a monthly 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.
We also install Google Analytics on your page and send you a report each month.