Description: This is an article about ppcc login which tackles 6 of the most common PPC questions they get from clients almost every day. You will learn everything from getting starting in Adwords to quick and easy ways to improve your campaign performance.
I’m Dan Pratt with Todd Saunders from hawk talks about everything digital advertising related. Today we’re going to talk about the six most common questions that people have about pay-per-click advertising.
Question number one is what is the hardest thing about starting on Google Adwords. There are a bunch of tough things about getting started on AdWords. I’m going to say the first thing that most people trip up on is how do I set up conversion tracking.
What that means is how do I track my sales, how do I track my phone calls and how do I track my appointments. A lot of people have problems setting this up. An easy thing that you could do is to use conversion tracking through Google Analytics.
It’s much easier to do that way, but that’s probably the number one thing that trips people up. I would say number two is where do I begin. You’re starting a search campaign. Do I use broad match? Do I use phrase match? Do I use exact match?
There are too many match types.They’re all very complicated.That’s generally where people get tripped up at least in my experience.
Question number two is how much should I spend on Adwords. This is a question that we get almost every single day when talking to prospective clients that are looking to sign up for ad-hoc.
People that are looking to advertise on Google for the first time are curious about how much money it will take to get them to be successful on that platform specifically.
Our rule of thumb is that you need to take the Goldilocks model into approach. You don’t want to spend too much when you first start off on AdWords but you also don’t want to spend too little.
If you spend too little, five or six dollars a day, you’re not going to get enough data to understand what specific changes you need to make across your campaigns to find success on the platform.
Our rule of thumb is somewhere in the thousand to $1,500 a month range is a good place to start. On top of that, the way I would calculate your budget is first to look at your cost per lead. How many leads do you want to get? Do you want a hundred leads? Do you want 200 leads? Do you want one lead?
First figure out how many leads you want to get and then figure out a reasonable estimate of how much that leads are going to cost. Add a little bit of buffer room. If you want ten leads and each lead is going to cost about $50, do your research on this because you could come up with a lot of numbers.
But I would use some data to back up how much this cost probably. It’s going to cost you. Your budget should be around six or seven hundred dollars, that way you have a little bit of wiggle room, a little bit of buffer to optimize.
You can also back into your budget. This is the budget I want. Todd, how much would you spend on this house? I’d spend 14 cents on that house. It looks disgusting. How do you measure success on AdWords?
You figure that you have some companies that are looking for conversions, other companies looking for impressions, brand plays, clicks on their ads for eyeballs on their website. What’s a good place to start?
Before you start your campaign, you have to define what KPI’s are looking for and what success looks like. Go into AdWords knowing I want phone calls, I want conversions or maybe I want click-through rate or I want increase in brand searches, brand awareness.
First go in with specific KPIs knowing what success looks like. It is very hard for me to say this is success for you. You could have to dentist offices and one of their margins might be 30%. The other person might have margins of 5%.
One might need a cost per lead of fifty. One might need a cost per lead of thirty. The customer has to define what success looks like. The agency or the software you work with can help you understand that a little bit more and refine it.
But when it comes down to it, you shouldn’t be spending money on advertisements if you don’t know what you want to get out of it. What you need to first do is to pick that metric that you want to measure.
One of the things that people often forget is checking in on the performance of their campaigns. We understand the Google dashboard is incredibly complex and sometimes there’s a mental hurdle that you have to overcome to check in on the performance data.
We created a very simple mobile app. That’s free to download. What that app does is that it tells you how much money you’re spending very clearly, how many conversions you’ve seen, your cost per conversion is.
You want to keep up on this information as often as possible, because the more you’re aware of how your metrics are trending, the better off you’re going to be to optimize those campaigns moving forward.
Question number four is when should I advertise on Google versus Facebook. This is a million dollar question considering how quickly Facebook has ramped up their marketing effort. When you’re deciding between which platforms you want to start serving your advertisements on, you need to think of a couple different things.
In some cases you can do both and make it a bake-off and understand where the value is coming from, Google versus Facebook. After a few weeks of testing you see which one performs better and then throw more budget to the one that’s performing better.
But for the companies that have a limited budget around fifteen hundred dollars or less, you don’t need to spread yourself too thin. It’s important to understand what types of businesses do well on Facebook and what types of businesses do on Google.
At the same time as we talked about before knowing what you want your cost per lead to be and what that looks like on Google and Facebook, I’ll give you an example. The cost per click on a keyword like emergency flood insurance is four hundred dollars.
Now if you’re expecting a ten percent conversion rate, you have to spend four thousand dollars in order to get a lead. Is that too much for you? If it is, you might want to look at Facebook as it’s a little bit cheaper.
You can pay per impression and you can reach a wider audience. I would do the research to see what your cost per clicks are on Google and then back out to the equation that doesn’t make sense to be on Google or on Facebook.
Test it and then after a couple of months or a couple of weeks depending on how much you’re spending, you can start to move budget back and forth based on results.
Question number five is should I bid on my brand name. This is a question that we often get. A lot of companies will come and ask if they should be doing a competitor’s campaign where they’re bidding against their competitors with their branded search terms.
So that when you type in a competitor’s name, that company’s advertisement will show up. That’s the biggest reason why one should be bidding on their brand name. You need to ensure that when someone searches for your company, your competitor isn’t beating you to the punch and serving an advertisement that outranks the organic search listings that will appear for that organic search.
I don’t have a way to transition into. Another way to look at this is that we can use these two cookies as an example. Now a customer might type in snacks, granola bars, cookies healthy snacks you never know if both of these products could show up.
When I type in Fig Newton, Rich cracker knows that customers interested in a Newtons might also be interested in Ritz crackers. Fig Newton has to play defense and they need to bid on their own brand name.
However Ritz cracker might be able to get customers at a cheaper cost per click by bidding on Fig Newton rather than bidding on granola bar. Those might be too expensive. What you need to do is to check your option inside to report.
Make sure if customers are bidding on you, if your competitors are bidding on you, you might want to put up brand advertisements. Another good example of why you might want to use brand advertising is to measure uplift.
If you’re running a brand campaign for a couple of months, you’re spending about fifty seventy-five dollars every single month and you’re running these auxilary campaigns on facebook and on Google.
You might start to see that your brand searches go up five percent each month, ten percent each month, fifteen percent each month. If you’re not doing any other advertising, you can attribute those increase in brand searches to your other campaigns.
Brand campaign is a good way to play defense. Number one and number two are good ways to measure brand uplift. I’m very impressed that you pull that out of your butt as you were talking. It was a very good idea.
The final question question number six is what can I do in five minutes to improve my advertisement performance on Google AdWords? There’s something you can do in 30 seconds to improve performance. AdWords might even be five seconds five seconds.
The easiest thing you could do is to log in to your advertisement mobile app and accept one of those tips. But besides that it was a great plug. The other things that you can do is to bit adjustments.
Look at your campaign. Look at how you’re doing my device. Look at how you’re doing my location, gender, age, income level and make bit adjustments based on performance. That’s number one.
Number two consistently look at your search terms report to understand what keywords or search terms people are typing into Google causing your ads to pop up. A lot of those search terms might be irrelevant traffic search terms.
Search terms that you’ll want to add to a negative keyword list, because they have nothing to do with your business. Yet people are typing them into Google. Your ads are popping up as a result of that and they’re clicking on your advertisements only to bounce very quickly and cost you a bunch of money.
That is the reason we created advertisement. We wanted people to be able to optimize in 5 or 10 seconds every single day. Although it seems like a short amount of time, you can use powerful tools to help you optimize in a couple of seconds each day.
Those are the top six questions that we get asked most often at ad-hoc about Google Adwords and PPC advertising. If you have any questions that you think we missed, drop them in the comments below. We’ll probably talk about them at another time. Thank you for reading.