Online advertising is one of those industries that is always taking heat for one reason or another. Some of it is just the nature of advertising, some of it has to do with expectations of the future of internet usage. However, online advertising has been, is and will almost definitely continue to be an integral part of every brand’s advertising stack.
Specifically, pay per click is not going anywhere, which means that every marketing and advertising professional knows that part of their recipe for success (and promotion) is building up their skills in online advertising and becoming a PPC expert.
1.Learn The PPC Basics and Collect Useful Resources
Put aside some time to learn the basics of PPC, as there is so much information to soak in. Becoming an expert in this field may seem daunting at first, but it can be done!
Below are a few resources that I have found really useful in my own learning process:
- Google AdWords Help Resources a useful guide which provides you with a basic overview of PPC from Google’s perspective.
- Amazon PPC Books are a great help, as the beginner guides provide you with the specific topics you want to research on PPC.
- Videos are also a great way of learning, especially if you have certain questions you want answering. YouTube & Koozai TV are perfect for this; I personally found it easier to learn by watching, rather than continuously reading.
- PPC Blogs such as Search Engine Journal or Search Engine Land are fantastic blogs for reading up on industry updates too. PPC is a continuous learning curve, so keeping up with industry news is essential to your success.
2. Understand your audience
Now that you have the tools, you’ll need to understand the goal: getting your audience’s attention. A great place to start with this is with buyer personas, if your brand has developed them. If not, they’re an excellent first exercise!
Study where your audience “hangs out” online. Do they use Google or Bing primarily (or are they into a smaller, more niche search engine such as DuckDuckGo)? What’s their income level? What social media channels do they love and which do they ignore?
Most importantly, understand what causes your audience to search for your brand. Why do they want what you sell? When do they want it? How often do they purchase it?
Once you’ve mapped out your audience as much as possible, you’ll be equipped to create campaigns that will appeal to them specifically. This is especially important with search engine advertising, which is the most competitive type of PPC, but applies across the industry. As a bonus, however, know that the success of your PPC campaigns will also help you refine who your audience actually is, as opposed to who you’re pretty sure they are!
3.Learn the Adwords account Structure
Login to your AdWords account and familiarise yourself with the layout. Explore every tab and give yourself time to learn what each one is, so you are comfortable with the AdWords interface. It may seem mind boggling at first, but the sooner you know where everything is, the quicker you will get to grips with the account.
4.Figure out Your PPC Goals
What do you want from PPC? Have you thought about your short term and long term goals?
Whether it’s to increase sales and revenue or site visitors, generate brand awareness, encourage profit growth or repeat custom, you need to implement a PPC strategy to support this. You then need to work out whether your goals are achievable and measurable and then tailor your optimisation techniques around your selected goals.
We will come up with more tips on PPC in the next segment of this Blog. So Stay tuned and meanwhile if you have any query do mail us at email@example.com