When hiring a consultant that offers PPC Management Services there are important questions to ask:
- Will you run various ad groups?
- How many keywords do you use per group?
- Is it more important to target the right person or to write a great ad?
Below you will find the answers to these questions as well as the BIGGEST mistake you can make that will waste your money.
Explanation and key points for PPC
Answer to #1– The number of ad groups you should run depends on several factors but it is important that it is more than one. Some people will get lazy and run one ad group with 50 keywords in it and that is a mistake. Each ad group should be highly targeted and the ad should be written based on the keyword and the mindset of the potential lead for that particular keyword.
For example…if someone types in “PPC management” they may be looking for a company to run their campaigns but they may also be someone looking for information on how to properly manage your campaigns.
If someone types in “PPC managment services” they are more likely to be searching for a consultant or company to run their campaign for them.
So an ad in the first example where someone may be just searching for more information I may write an ad that talks about my Pay Per Click course that will help them understand the secrets to successful pay-per-click advertising and mention my consulting services.
In the second example they are very likely looking for a company to manage their campaign for them. Here I am going to focus my ad on why they should choose us to manage their PPC and list the benefits to doing so.
Running different ad groups allows you to target your specific ad for a very specific person.
Answer to #2– Their is no exact number but once again make sure it is not a large number like 50. Launching a campaign with large numbers of keywords per ad group may get you a ton of clicks but they will be more expensive.
Answer to #3– Targeting the right person with a bad advertisement is better than targeting the wrong person with a great ad. Ideally you want both a good ad and good targeting but the targeting is more imporant. You can’t sell steak to a vegetarian no matter how good your ad is written.
The big mistake that will cost you money…
Writing ads to entice people to click on your ad. You want as many people as possible to click on your ad and drive your click through rates up and your click cost down but it should be the right people. Your goal should be to have only highly interested people clicking on your ad.
An example would be to put the word FREE in your ad. Everyone clicks just to see what it is that is free. They may have no intention of buying.
The opposite of the enticing ad is to put an ad up that states something that may drive away people that are not buyers. You want buyers not clickers.
The fastest way for getting exposure and online leads when marketing a small business is pay-per-click.
Have a quick question about PPC? Ask it or type it in the comments section below or just let us know if this article provide you insight.
