Pay per click search engine promotion can be pretty expensive. It can also be very confusing. This is especially true if you are new to pay per click marketing promotion .
There is a lot of advice out there surrounding pay per click marketing. So whose advice do you follow? What works? What doesn’t work? And how can do you it without breaking the bank?
I’m going to answer all of these questions in this guide on how to make pay per click search engine management affordable.
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Pay Per Click Search Engine Promotion Basics
First, let’s start out with the basics. We’re going to go through a few terms we’ll be using so that you’ll become familiar with them.
- PPC – pay per click
- SEM – search engine marketing
- SEO – search engine optimization
- CPC – cost per click
Here’s a quick rundown of the definitions of these terms:
- PPC is the method of paying to promote your website through a search engine, such as Google or Bing.
- SEM is marketing your website through a search engine. It’s often used interchangeably with PPC.
- SEO is optimizing your website so that it can reach better rankings in the search engines.
- CPC is how much you’ll pay per click on your PPC advertisement.
OK, now that we’ve got that straight, let’s move on to the next question.
How to Find Reliable Pay Per Click Marketing Promotion Advice
If you’ve done any kind of search on the internet for PPC advice, you know that there are many people who are claiming to be PPC gurus. Most of them say things like they can give you the best advice if you pay a fee. But honestly, advice can only get you so far.
See, PPC has a bit of a learning curve to it. And while experts can give you the basics, no one can actually tell you what makes a profitable PPC campaign. There are a few reasons for this.
- PPC is different for everyone. What works for one business won’t necessarily work for another one.
- A PPC campaign targets a consumer. Every consumer is different. Someone who sells candy online isn’t going to target the same consumers as people who want to vacation in the Hamptons for cheap.
- Finding a successful PPC campaign requires a lot of testing and keyword targeting. You need to continually refine your results in order to get the final product. Only you can do that.
- A profitable campaign is going to take a while to find. You won’t get one on the first try, or even the fifth try. Sometimes it takes months to find a successful campaign.
You can read books all day long. The fact of the matter is there are things that you’re not going to learn about PPC marketing, unless you start your own campaign. So rather than recommending a course or how to find an expert to work with, I recommend that you stop absorbing information and start putting it to work.
What Works And What Doesn’t
Before you jump into your first campaign, I need to tell you what works and what doesn’t work.
People usually use PPC for three reasons:
- To make sales
- To increase their email list subscribers
- To increase traffic to their website
The most popular reason is to make sales. If you’re using PPC for this reason, you need to make sure your landing page matches your PPC campaign ad. (Your landing page is the page your visitor lands on after they click your ad.)
So, let’s say you run a business that sells women’s plus sized clothes. That will encompass a lot of keywords. (Remember: you run your ads by targeting keywords.) You should only focus on buyer keywords. In other words, only focus on keywords that people search for when they want to buy something.
For this example we will use ‘Women’s Leggings size 2XL’. That will be your keyword. Someone searches for this keyword in a search engine. Your ad will show up on the right side of the screen. Someone see’s your ad and clicks on it.
If your landing page is the page of your website that sells women’s size 2XL leggings, your visitor is going to stay around a lot longer. They may even buy something. If your landing page is just the front page of your website, or something else unrelated, you risk them clicking the back button (termed “bounce”) and going somewhere else. So make sure your landing page directly relates to your ad.
The same thing applies to growing your email list. You need an effective landing page. In this case, an effective landing page would be one that convinces people to sign up to your email list.
If you’re trying to increase traffic to your website, you should still follow the same advice. Make sure the page they land on is one that is relevant to your ad. This will prevent visitors from bouncing off of your website.
How to Make Pay Per Click Marketing Affordable
Since pay per click search engine promotion involves a lot of testing, you need a sizable budget. If you don’t have one, here’s a way to keep your costs low: target keywords that are high volume but have a cheap cpc.
You can find those by looking at the cost of the keywords you want to target. Your PPC platform will tell you how many people search for the keyword you’re targeting in a month, and its CPC. Keep your CPC under 40-50 cents, and try to target keywords that have 1000 or more searches per month.
You will really have to search to find these keywords. Once you do, you can set your PPC budget to $5 per day and still get some nice results. Then you can scale up and target more keywords as your budget gets bigger.
Pay per click search engine promotion is not a mystery. It does take some patience and determination to get results. The good thing is you can keep your costs down and still get the results you need.