how Pay-Per-Click (PPC) advertising is most commonly executed through Google Adwords

If you have not dove into pay-per-click marketing and are holding off because it seems to confusing, I’ll share an easy step-by-step tutorial that will have you up and running in less than an hour. Pay-Per-Click (PPC) advertising is most
commonly executed through Google Adwords, but
there are many other sites including Bing,
Facebook, Twitter and LinkedIn who offer PPC
advertising. We will cover Google Adwords in this
post and other channels in future post. In case
you’re not completely clear on what PPC is, PPC
means you will pay for a keyword to show up in a
search, and if a user clicks on it, you will pay a
pre-determined cost for that click. It’s a quick
and easy way to drive qualified traffic to your
website. So lets dig in.
Adwords PPC Example
Set Up Your Google Adwords Account
The first thing to do is to visit Google Adwords
and create a login. If you already have a login to
Google services such as Gmail, you may be able
to use that same login when creating an account.
Set Up Your Campaign
After you have created a login and are inside of
Google Adwords, it’s time to create your first
campaign. A campaign is a high level “bucket”
that all of your ad groups will reside in. A
campaign will have a budget, geographical area
and many other defining features. A good example
would be a Christmas campaign that will run until
the end of the year and would have many
different ads or products within it. Here are a few
important things to setup when your on this
campaign page:
Set to all features
Set the location to your specific area, such as
Atlanta, GA or the entire United States if your
national
On “location options” I like to set “people in my
area”, which will help weed out people from
India for example, who search for companies in
the US and try to sell them products or
services.
Set your max daily budget
Ad extensions: You’ll want to add your
address and phone number here, it will help
your ad display better
Ad delivery: You can set schedules here if you
like, such as M-F 9am – 5pm
Adwords Set Up Campaign
Set Up Your Ad Group
Your ad groups will be just that, groups of ads
that are logically and strategically organized. An
example of an ad group would be a specific
product. Inside the ad groups would be ads that
are displayed for users to click on. You could set
up multiple ads inside the group, best practice is
two ads minimum. This would provide somewhat
of an A/B test to see which is the better
performing ad.
You will also have the option to set up your first
ad on this page. Go ahead and set up a headline,
it should contain your best keyword. Also, go
ahead and add your description 1 and 2.
Remember to add a punctuation to description 1,
as it will help you gain a higher position at the
top of page.
Ad Group Setup
Set Up Keywords
On the ad group page you will also have the
opportunity to set up keywords. These keywords
will make up the phrases that trigger your ads. It
is best practice to have no more than 10
keywords or key phrases in an ad group, so don’t
go crazy. Set up different ad groups to add
related keywords, best practice is to keep
keywords and ads highly relative.
Ad keywords to adwords
Set Up Billing
At this point you have your first campaign, ad
group and ad set up. The final step is to continue
to billing, then your all set up. One thing to
remember on billing is that you have two options,
manual payments in which you manually make
payments and are reminded when your budget is
exhausted, and automatic payments that charge
your card automatically when your budget
reaches a specific threshold. I opt for automatic,
your budget you set up earlier will make sure your
not overcharged.
Advanced Settings
I’ll circle back around in follow up posts to
discuss things such as remarketing and display
based ads. For now, this will get you started and
on the road to driving new traffic to your site. If
you have any questions, post it in the comments
below. We also manage Adwords for clients, so if
you don’t want to deal with managing it yourself,
please give us a call or contact us using the
contact page.
SEo Whitepaper
Joel Lumon Black
Joel loves the internet and how it's such a large
part of everyday life! Give him a whiteboard and
dry erase marker and he will keep himself busy for
a while.
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