What's up with PPC?

by Mick Higgins November 8th, 2010 

horse riding Recently I made the move from SEO over to PPC here at search engine people. I only moved 2 weeks ago but feel it's time to share my early thoughts and tips.

If you are only just now getting started with your online marketing strategy you may want to check out my earlier post on how to transition your business online. It is so important for companies to have an online presence and I hope that what I share will help your business.

Paid Search

Paid search gives you instant exposure to your target audience. There are a number of factors to consider when launching a paid search campaign. Over the coming weeks I will break down the stages.

This introduction will hopefully get you up to speed with the basics of paid search, but any questions feel free to leave a comment and I will promptly respond.

When running a PPC campaign, it is important to add a Google Analytics code to your page. Google Analytics provides a wide range of information including site traffic, bounce rate, & conversions based on your PPC campaign.

Site Traffic – How many hits or visits your site is getting.

Bounce rate - The number of people who immediately leave your site.

Conversion – Using Google analytics you will set a page on your site as a conversion page. For example if your aim is for people to sign up for your weekly newsletter then you would add this code to the thank you for signing up page. (More on this later)

Benefits of a Paid Search Campaign

1. You get instant measurable exposure, and traffic to your site

2. Can help identify new target markets and demographics due to rich analytical data

3. The keyword research you carry out can add value to any other form of advertising you may be pursuing. For example if you are advertising on radio, then make your radio ad rich in some of the keywords you are pursuing in your paid search campaign. You will be able to see if insertion of a keyword in your radio ad copy spikes search volume of that keyword, & traffic to your site.

So here are the steps for getting your paid campaign up and going:

1. Create adwords account

2. Decide on goals and budget of campaign

3. Build themed ad groups based on keyword research (deserves dedicated post…..coming soon)

4. Write ad copy that speaks to the user (also deserves a dedicated post…..also coming soon)

5. Continue to test, monitor and optimize your campaign

Mick Higgins

A marketing graduate with itchy feet, I moved to Canada from my native Ireland in late 2009. My passions are marketing, media, advertising and sports.

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One Response to “What's up with PPC?”

  1. Just started a Paid Search campaign for a brand new site I launched. You're dead on with the instant exposure. I had no idea what I was getting into with the SEO portion of it until after I completed my site and asked, "Ok, now how do I get it to Google's top pages?" This is a great tool to use as I build up my site's SEO exposure. Great post!
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