PPC Basics Part 2

SEO Liverpool understand that Using Pay Per Click without knowing the fundamentals of advertising and writing copy is absolutely pointless. You’ll be taken to the cleaners and beaten at every turn by people who have learnt the game and understand the equilibriums

There are excellent resources available for quickly and painlessly learning the fundamentals. Obviously experience, is key but practising the fundamentals will improve your results the minute you start. You can run small campaigns at relatively little cost that will help you gain the understanding needed.

Book-wise if you’re a novice their is no shame in the Adwords for Dummies by Howie Jacobson. Excellent read and still a good resource for anybody involved in running a campaign. The only drawback is Google adds features periodically to it’s Adwords dashboard and you need to keep update with the latest tools.

Also check out this PPC video… it will help you understand how the process of the bid auction works

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Pay Per Click (PPC) The Fundamentals

Here at SEO Liverpool we are always trying to implement successful PPC advertising campaigns. How successful can we be you ask? We regularly hit Click Through Ratio’s of 5 and 11 percent obviously dependant on keyword competition. Double-digit rates are common, even for most competitive of PPC campaigns. Return on investment of is our major selling point and primary aim. Depending on client average customer values it can easily hit 100% more often than not.

Always check out Google advice and Youtube videos for the free help and advice…. never refuse Google help when it’s offered and just keep A/B testing.

Most of the techniques I’m going to share are based on the science of PPC. Simplistic best practices for constructing campaigns, Understanding the data, and interpretations to improve results. The rest is creative! Writing and designing you adverts and landing pages. Best practices and guidelines have already been studied and reported for years, and various resource as mentioned above are available for free.

  • The basics are based around exceptional keyword research, account/campaign structure, ad writing and design, bidding strategy, landing page design, and conversion optimisation. Always try and pick up a few new tips from blogs and guidelines that are constantly evolving. I guarantee you will always discover activities you can improve on and ways of taking your campaign over the top.

To succeed with PPC advertising depends on the ability to make potential clients take action, based completly on a few well researched and timed keywords or phrases. You don’t have to understanding how a search algorithm works or use all the features of Google AdWords. (although all if not most are useful and they add more periodically).

  • The ability to write persuasive ad copy using just 130 characters is a big challenge. Especially if you’re up against significant competition. Your words must not only persuade; they must stand out from a page full of words all shouting for your customer’s attention. And after your words have convinced the searcher to click through to your site, it’s persuasive words (augmented by graphics) that convince the visitor to become a customer. The best of the best online marketers have been testing, and refining ad writing techniques for a years now so there are some excellent resources out there. Learn the science then work on your creativity.

If you need any help please contact Summit Online Marketing 07968 848 228 for more help and advice or wait for the next exciting instalment!

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