4 Considerations to Get Started with Pay Per Click

So, you know that you need to move forward or expand your marketing online, and decide that now is the time to get serious about Pay Per Click (PPC) Marketing.  Congratulations!  Used properly, with solid PPC Campaign Management, it can be one of the most powerful online marketing resources available.

4 Considerations to Get Started with Pay Per Click

Criteria to Start Your PPC Campaign Management:

1.) You have an idea what is buzzing in your market
2.) You have something interesting for web searchers on the page (landing page) you take them to
3.) You have some goals for your visitors
4.) You have some goals for your campaign

What’s the Buzz in Your Market?

For someone just getting started, you need to build momentum, so don’t get too creative.  What messages are fresh in your mind of prospects in your market?  Some questions to ask:

• What is everyone talking about in your industry or market?
• Is there a new technology, competitor, or government regulation?
• What are people afraid of, or losing sleep over?

If excessive dog hair shedding is a big deal in your market, and NoShed, Inc. just released a controversial new shampoo to combat it, and everyone is talking about it, it qualifies as buzz.

Find the buzz and put a plan together to ride the wave it is generating with your PPC campaign.  It will make your marketing dollars go further.

Generate Interest and Create Action.

This ties in with the first point, as you leverage the buzz in your market, and strike a chord, you will create interest.  Now we need to see them take action.  Consider what actions you can get them to take.  Building on the Buzz for your PPC campaign; here is a dog hair shedding example:

• Does NoShed, Inc. Shampoo concern you?  Consider our Consumer Report on Our Award Winning All Natural HairCleanse.
  

As with any marketing, be sure to avoid copyright infringement or or other legalities.

Goals for Your Visitors

This should be pretty obvious, but is amazing how this step is often misunderstood.  Many want more sales, and well they should, but depending on your market, product/service, or price point, that isn’t always possible. Focus on the visitor: You must have an action that you wish your visitors to take. Knowing and measuring this is part of any PPC campaign management.  In our example above, our goal is to get people to read the consumer report.

Your Company Goals for The Campaign

What do you want to get out of this campaign?  What are your business objectives?  Sometimes when starting a PPC campaign management it is unclear what the goals should be.  Let me provide some suggestions:

• Get our special report in the hands of 1000 people in 30 days.
• Increase website traffic 33%
• Increase sales by 10% over the same month last year
• Lower the cost of sales
• Determine if PPC campaigns bring in more qualified leads
• Determine if our PPC campaign leads shorten our sales cycle

With goals as a part of your PPC campaign management, you’ll know if PPC is headed in the right direction at your company, and can continually improve your PPC campaigns.

By leveraging buzz, creating interest and action, as well as goals for both your visitors and campaign, you are well on your way to getting started with successful PPC campaign management.  With these foundations in place (before diving deeper into PPC search engine placement or detailed PPC tracking) the beginner will be off on the right foot.

Chime In: Have you started Pay Per Click for your business?  What about PPC campaign management?  What other elements do you consider in your PPC campaigns?  Fill the boxes below with your thoughts, ideas, and feedback.

*Image Credits to saba?dija