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You have a business and you are excited to start attracting potential customers through the Internet. Where should you start? Think of this as your first-year college-level pay-per-click (PPC) course – PPC101.
1. Create a website: While it might seem like a no-brainer, you’d be surprised how many people come to JumpFly to spend money on digital advertising without having a website up and running. To advertise on the Internet, you must have a website to direct traffic from the advertisements to.
2. Configure conversion tracking: To effectively manage PPC efforts, it’s essential to have some type of conversion tracking in place on your website. You can tailor your conversion goals to your business goals. Whether you want to generate calls, purchases, or form fills, there is a conversion action for it. Paying for clicks and not tracking conversions is not advisable. A recommended way to set up conversion tracking is to use Google Tag Manager. This allows you to easily insert and update conversion tracking codes on your site.
3. Establish a marketing budget: Having a budget in place before setting up your PPC campaigns is crucial. If your business is brand new, this can be an uncomfortable topic. How to spend money on ads if you don’t make money until you start running ads? Think of your marketing budget as an investment in your business – we all know the old adage: “you have to spend money to make money”. And that’s as true in PPC as it is anywhere else.
4. Create your purchase flow: If you want to promote an ecommerce site, make sure you have your buying flow set up before you start showing ads. Setting up a feed will make it easier to set up Shopping campaigns through Google Merchant Center.
5. Designate the products or services to focus on: When you think of paid search ads, you want to get the most out of them. Keep in mind which products or services make you the most money, and start your efforts by focusing on those things. Once you see if your silver producers can take bacon home by converting it, you can expand your efforts to other levels of products or services that you offer.
6. Decide on your Unique Selling Proposition (USP): Your USP sets you apart from your competition and makes your ads appear on the Search Engine Results Page (SERP). Will you offer free shipping or a free gift with purchase? What about free returns, guaranteed price match or money back guarantee? These are all USPs that you should highlight in your ads. Making sure this USP message is in place will help your ads perform better among competing ads on the SERP.
7. Choose the geographic area you want your ads to target: If you are a service provider and want to promote your business online, it is essential to have your target business areas in mind before you start running ads. Location targeting can help you with keyword research because you can find location-specific keywords when setting up your account.
8. Select your keywords: Having a concise list of deadly keywords is a great place to start. Put yourself in your potential customers’ shoes – what would you type in on Google if you searched for a business like yours? Start with this list and use the keyword research tools provided by paid advertising platforms to take advantage of it. It’s best to start with a very tight list of keywords – you can continually expand and add more. At the start of this process, focus on the keywords that exactly match what you are offering.
While this is not an exhaustive list of what you should do before you start PPC, they are important steps to take before you begin your paid search journey. By making sure these eight steps are completed, you are giving yourself a head start in creating your ad campaigns. Plus, if you hire an agency to manage your listings, they’ll love you if you’ve got it all figured out!