Pay Per Click Marketing
Pay Per Click marketing has been responsible for getting me phone calls and web leads the very next day after launching my gutter cleaning business. Pay Per Click, or PPC for short can be a scary monster or your best friend. This all comes down to whether it’s setup properly or not. After reading this section, if you want help with ppc marketing, reach out to me on the support page. PPC has been the reason for the jumpstart success of my business and many of my client’s businesses and at the same time it has been a huge money loss for many other businesses in this field. But first, let’s look at what PPC is.
What is PPC?
Pay Per Click is a type of online advertising. I personally concentrate on PPC for the three largest search engines. Below you will see PPC ads showing up on all three search engines for the search “gutter cleaning”.
Google – As you will see on the two screenshots below, ads are shown at the very top of the page and at the very bottom of the page. Right now you see a couple ads on top, but normally Google will show 4 ads on the top of the page.
Of these three search engines, most of the traffic goes to Google, so as you probably already guessed, it produces the most money. I always like to start on Google and get a campaign to a great place. Once I feel comfortable with the setup of the Google Campaign, I will move onto Bing and Yahoo.
Bing and Yahoo make it easy for us to hop on their advertising platform because you only have to deal with Bing. Bing has a partnership with Yahoo so Bing ads automatically will be shown on Yahoo. Also, Bing has a Google Import option which allows you to download and directly import your Google campaign right into bing. This make it super quick to get up and running on Bing and Yahoo. So to summarize – concentrate on Google and once you feel it’s in a good place and getting you good leads at a good price, then get onto Bing and Yahoo as well.
It’s name, Pay Per Click, explains exactly how this form of advertising works. You pay for every time someone clicks on your ad. The click cost is never the same because every time someone searches for a term that is relevant to your ads, there is a bidding process that happens which assigns the value of a click to every ad that shows up on the page based on a few variables that we will be going over soon. So when someone actually clicks on your ad, you will be charged the amount that was assigned to your ad for that search.
How a PPC Campaign Works
I’m going to show you a very basic breakdown of a PPC campaign and how it works so that you could better understand the following sections.
When you setup a PPC campaign you have to setup the following:
- Choose what area(s) you want to target with your advertising.
- Choose a list of keywords that you want to target. Keywords are search phrases that you believe the people searching for your services would type into the search engines. For example, if you are selling gutter cleaning services then some good keywords would be:
- Gutter cleaning
- Gutter cleaning company
- Gutter cleaning services
- Gutter cleaning and repair
- Create ads that will show up for these searched keywords and point these ads to the website page you went them to be redirected to when they click on the ad.
- Set you max per click cost and your daily max budget for your campaign.
- Setup your billing and launch the campaign.
Once your campaign is approved it will begin to show up in Google for the keywords that you selected. So if one of your keywords is “gutter cleaning” and you’re targeting Atlanta GA, when someone from Atlanta GA searches for gutter cleaning in Google, your ad will show up. If they click on your ad, you will be charged a click and they will be redirected to your website. Once they are at your website, they can decide if they want to call you, submit your contact form, or simply leave.
The great thing about PPC is that you can start showing up on the front page of search engines the very same day you launch it and start getting phone calls within 24 hours, as long as there are people searching online. This will fluctuate depending on the time of year. The bad thing is that the moment you stop running your PPC campaigns, your presence on the front page of the search engines disappears instantly for the keywords that you were ranking for. If you decide you want to be on the front page of Google for related keywords in your area without having to always pay per click, then you want to start looking into SEO (search engine optimization). Let’s talk about that next.