Pay per Click Advertising – My Guide on How to Get Started!

There are several ways you can use network marketing as well as Internet marketing to make money.  Pay per click advertising has to be by far the best way to generate immediate traffic to your website.  Unlike traditional advertising in the newspaper, where you pay to place an ad, then hopefully some people respond.  With pay per click advertising your ad automatically gets published, but you only pay when someone clicks on it.  The top four companies for pay per click advertising (PPC) are Google, Facebook, Yahoo, and Bing, Google is by far the most popular, but all four are pretty much set up the same way.

Here are some direct links to the different networks

www.adwords.google.com

www.adcenter.microsoft.com

www.advertising.yahoo.com

www.facebook.com/advertising

Quick and Easy Process

The process is very simple, when you break it down.

  1. You sign up with the free advertising network
  2. You name your campaign
  3. Choose what keywords you want to use
  4. Write a short ad
  5. States what the max amount of money you will pay for each click
  6. Watch the traffic flood in

When you sign up, you will be asked some questions, including what currency and language you want to use.  If you’re using Facebook they ask you what type of people you would like to target.  Follow the on-screen directions for setting up your account profile.  At this point you will also be asked to create your first campaign.

Creating a Campaign

In order to get traffic to your website, setting up the campaign is your first step.  When setting up your campaign make sure to follow the instructions they give you on the screen.  Name your campaign based on the keywords you would like to advertise.  Do not be too concerned with the campaign information, as this can be changed later on.

Pick Relevant Keywords

The next, and very important step is to find some keywords for the product or business you would like to promote.  You must remember the keyword is only good if it is relevant not only to the product or service you are promoting, but also to the actual page that the customer is landing on.  If one of the networks find your keyword does not fit this criteria, Google or any other advertising network will punish you by giving you a higher click price and lowering the position of your ads.

The most important thing in pay per click advertising is the relevancy of your keywords.  You should always avoid broad keywords unless you have a good working knowledge of the particular industry you are promoting AND you can afford to lose some money while you are testing. While it is true that broad keywords can convert and you can monetize broad traffic through building mailing lists, remember our goal here…to get sale conversions. Don’t focus on the quantity of traffic when starting out, focus on the relevance. This can assure you much higher conversion ratios.  I recommend that you choose keywords that are a minimum of three words or more

Just having relevant keywords within your ad is not enough.  Those keywords are only as relevant as the landing page that they are landing on. When someone performs a search in Google (or any other search engine), they are looking for the most relevant results.   This is why it is important that you do your best to send people to a page that is relevant to the keywords they searched for.  For example, if someone does a search for healthy homemade dog food into Google and you send the person to a general page about dogs, you would not be relevant enough.  Although the topics are relevant, they are not PRECISE!   If you send this person to a page outlining the benefits of homemade dog food and recommend a place where they could buy it online (or learn to make it themselves), then you would be targeting your audience correctly.

The Flow of Relevance

The diagram below outlines the flow that you should all follow as marketers, and comes to relevance.  If you follow this diagram with only a companies, you chances of achieving positive return on investment will be much greater.

Setting up Ad Groups

When creating your ad groups you want to keep them relevant, grouping common keywords together.  When naming your ad groups you need a name that will clearly identify it for future reference.  You want to keep your ad groups between 5 – 15 keywords, but don’t go over 20.  The fewer keywords you have the more targeted your ads will be.

Here is an example of a “common keyword” ad group

Ad group name:

make money

Keywords:

make money online
make money on the net
learn how to make money online
make money internet marketing
make money web
make money e-book
make money website

As you can see the “common” key word is “make money” therefore, you can call your ad group “make money” and you will reference the phrase “make money” in your ad copy.  If you use this technique you will have great success with your ad performance.

Using Broad, Phrase and Exact Match Type

To be able to get the most optimized results, and a better performing ad group you need to use Broad, Phrase and Exact match type options for all your keywords.  This is easier to show you by example.

Broad Keyword: Internet Marketing
Phrase Keyword: “Internet Marketing”
Exact Keyword: [Internet Marketing]

So for each keyword you will in reality have 3 that you type into the system.  I highly recommend you use all three keywords types in your ad groups.

Writing Good Ad Copy

Adcopy is the textual content contained with your ads. This could be within any medium where you are required to write ads. Writing effective ad copy does not have to be mind blowing.  An effective ad has three simple components.

  1. You state the problem
  2. You give them the solution
  3. You tell them where to get it

The first thing you should be thinking about when you want to create your ad, is to think like the customer.  What do they like, what do they hate, what do they need, etc. the next thing you to focus on is the relevance of your ad.  If you ad doesn’t contain the exact keywords that the person has just searched for, they probably will not click on your ad.  Just like when I discussed earlier if you cannot include every keyword in your ad group, then you ad group is too large.

Secondly, you need to be captivating to your customer.  Use language that will connect with them, such as asking them a question.  If they answer yes, then they are more likely to click on your ad.

Lastly, you ad needs to be different, you need to be different than other advertisers.  The last thing you want is your ad to be lost within the other ads looking like everybody else.

Finally, there should be a “call to action” phrase within every ad.  You need to familiarize yourself with different “call to actions”.  You cannot be embarrassed to ask or tell the customer what you would like them to do.  Customers are not mind readers, tell them what you want.

Some examples of “call to action” phrases:

Click Here
Join Now
Sign up
Instant Access
Get Access

Setting Your Budget

I recommend that you start with a budget of $5-$10 a day with a keyword bid of $.30.  If the keywords you choose are highly relevant, with a relevant landing page and a relevant ad with small ad groups you should have no problem.

These are the top 10 common pay per click mistakes

published by Carson in the wealthy affiliate University

Mistake #1 – Using the Content Network

When you start a campaign you should always remember to turn the content network off. The reason for this is that you do not want to receive traffic from pages with Google Adsense on them, as these pages are many times plagued with click fraud and irrelevant traffic. If you are not an expert, you should not be using the content network. We usually avoid the content network with our campaigns unless we are aiming to squeeze as much as we can out of them (and often times using content network doesn’t turn out to be profitable).

Mistake #2 – Too Many Keywords Per Ad Group

You need to limit the number of keywords per ad group to fewer than 20 keywords (60 if using broad, phrase, and exact match types). Having more than 20 keywords can negatively affect your Quality Score, as the more keywords you have, the less relevant they are to the ad. DO NOT put more than 20 keywords in an ad group unless all keywords are very highly relevant. We suggest aiming between 5-20 keywords, ideally keeping them closer to the lower end of the scale.

Mistake #3 – Keyword Grouping

When you put your keywords into an ad group, you need to make sure that they are all very similar and have at least one common keyword. You will also want to use the keyword(s) within the ad title and description as much as you can. Here is an example:

Ad Group Name: Internet Marketing
Common Keyword: Internet Marketing

Keywords: internet marketing, internet marketing book, internet marketing resource, internet marketing guide, best internet marketing book, internet marketing ebook, internet marketing help.

AD:

Internet Marketing e-Book
Learn How to Make Money Online
Top Internet Marketing eBook Review
YourSiteName.com/InternetMarketing

You can see that the common keyword has been used in the ad copy and that all keywords have the common term Internet Marketing. This is how to properly set up an ad group.

Mistake #4 – Using only Broad Match Type

To optimize your keywords for best performance and highest CTR you need to use Broad, Phrase and Exact Match Type Options. A common mistake is to only use the Broad Match Type as many people are not aware of the other match types.

Broad Keyword: Internet Marketing
Phrase Keyword: “Internet Marketing”
Exact Keyword: [Internet Marketing]

Use all three keywords within your Ad Groups.

Mistake #5 – Low Daily Budget

If you want to achieve high amounts of traffic you cannot expect to do so with a low daily budget. If your budget is $5/day and you set your campaign to reflect this budget, chances are that you will not achieve much traffic at all. Google displays your ads based on a number of factors including daily budget. If your budget is set too low your ads will rarely be displayed (if at all). We recommend setting your daily budget slightly higher than you are actually prepared to pay, then monitor your advertising costs. It is very difficult to get any kind of traffic with a very low daily budget.

Mistake #6 – Duplicate URLs

Google does not allow multiple instances of the same URL under the same keywords within their paid search results. If you are advertising the url: www.LeadGenerationFunnel.com, and another advertiser is advertising the same url, only one ad will be displayed. When coming into a new market you may find someone else already advertising the url that you would like to. In this case you need to either raise your CPC (Cost Per Click) in order to outbid the competitor, or create a landing page within your own website. Landing pages typically convert better as they allow you to offer your visitors reviews, comparisons, and opinions about products prior to them making a purchase.

If you are not getting impressions for some of your ad groups, this could be one of the reasons why. If you are interested in learning how to create a landing page (highly recommended) please read this tutorial by clicking here. You may also download some pre-built templates from the resources section by clicking here.

Mistake #7 – Keyword Bid Price too High

When you set your bid prices, you need to have a limit! Unless you are an experienced marketer and know in advance that your campaign is going to earn you money, you should start off with a conservative bid. We know that you are anxious to get traffic, but paying over $1.00 per click is too high when starting out a fresh campaign. Try to keep your bid prices as low as possible while achieving the best position you can and aim for $0.50 or less. Do not try to get traffic by simply out-bidding your competitors. Use our techniques to outsmart competitors and in turn you will pay less and see better results.

Mistake #8 – Ad Positions are Too Low

When trying to get traffic to your site you need to use the Google Traffic Estimator to help you determine how much you should bid per keyword. Many times if your CPC (cost-per-click) is too low, your position will be greater than 10 and you will not be on the first page of search results. For the best traffic try to be in position 3-8 (on the first page of search results in Google). With this being said, it is sometimes very expensive to be on the first page and you may be forced to be in page 2. This is OK because as your Quality Score goes up, so will your positioning. Try to get on the first page, but if you cannot because of the bid price being too high, don’t worry, you’ll eventually get there by using our techniques to get a better Quality Score.

Many times I get asked to look at their Google accounts and I see that their average positions are 20-50! You cannot expect high traffic if you are not on the first page of search results. The more relevant your keywords are, the easier it will be to get placement on the first page of the results.

Mistake #9 – Non-Targeted Keywords

If you are advertising a service like Wealthy Affiliate online, you may be inclined to use keywords such as:

Google Adwords, Affiliate Marketing, Make Money

The problem with these keywords is that they receive a lot of traffic, which incurs a lot of advertising costs, but the traffic does not convert into sales. The reason is because the keywords are not targeted enough. For example, if you are promoting Beating Adwords using any of the above keywords, it is probable that the visitors do not know what they are looking for. They may take note of Beating Adwords, but chances are they will not be ready to buy…thus lowering your chances of conversions.

You need to make sure that your keywords are highly targeted to what you are selling. For example, “Google Adwords Help”, or “Make Money Affiliate Marketing” would be better choices to replace the keywords mentioned above. The more targeted your keywords are to your product, the better the conversions will be.

Mistake #10 – Too Many Ads when Split Testing

Split testing allows you to run more than one ad for an ad group to help you find out which ad copy performs better. In other words, to identify the ad that entices searchers to click more frequently. Split testing should only be done using two ads and no more. This way you can determine which ad performs better. You want to treat split testing as a contest, or even a competition. The better performing ad gets to move on to the next round, while the lower gets replaced by a new competitor.

Limit the number of ads you are running per ad group to two ads when split testing!

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