The Proper Way to Use PPC With Your Website
As a PPC marketer, you need to be relevant. By relevant I mean, REALLY RELEVANT.
First, it starts with the keywords. You need to make sure that you limit your ad group to a size of 5 -10 keywords (closer to 5 is much better). The keywords should all have a common keyword theme.
For example, say we wanted to promote to the 'work from home' type keywords (not necessarily the most captive audience). Every keyword within your ad group should have the EXACT term 'work from home' in it. I suggest you go to the keyword tool here at WA and type in the term "work from home".
Here are some of the results:
work from home job
work from home online
work from home business
work from home opportunity
work from home income
work from home scam
HOLD ON A SEC THOUGH! These keywords, although containing many of the same keywords, are not quite relevant enough. Job is not the same theme as scam...and there is no way you could write a single ad to include all of these keywords.
Therefore, what we are going to do is narrow down this search even more. Take just one of these keywords and plug it into the WA Keyword Research Tool:
Here are some of the keywords:
work from home scam
work from home scams
work from home scam free
is work from home a scam
work from home not scam
work from home that is not a scam
This is much more targeted. Then you could do the same thing with the rest of the initial set of keywords to get 5 more targeted ad groups.
Next, comes the ad.
For an ad, you want the exact keywords within that ad. In this case, you want "work from home scam".
If you do a search for "work from home scam" in Google you will see 80-90% of advertisers don't understand this rule, which is good for you. Your ad will look more relevant to the search because your ad group is much nicer looking.
So, here is what an ad could look like:
Work From Home Scams?
Want to know which scams to
Avoid? Get shocking info here.
This will likely be a pretty good ad. You could include work from home within both the headling and within the description, but it is up to you. At the bare minimum you want the main keyword in there at least once.
Oh, cool. We have the keywords and the ads out of the way.
Now for the Landing Page. This is critical.
In order to obtain high opt-in conversion rates, you need to make sure that you have a relevant squeeze page per relevant ad group. So for the above example, you would want a page that outlines the exact target keyword: "work from home scams". We would want to mention what some scams are, how to avoid them, and why your page is there to help them. Remember, HELP someone before you SELL to them!
As you can see there are a few crtiical components here.
(1) The exact keyword is included within a catchy and intriguing headline.
(2) Your content is helpful and is relevant to the ad group
(3) Your offer is relevant
(4) Your landing page HELPS before it SELLS
Then you will want to do this for all of your ad groups as you build up campaigns. It does not take too long to create a new page each time you have a new concept. Also, if you wanted to leverage other "work at home" ad groups, you would not have to modify your pages all that much for a new page (almost a copy paste).
Aim to create ONE new page every day.
Google will like your relevance and it will give your blog more power as it will have more and more SEO capability and more content to get picked up by the search engines.
In the next step, I am going to offer you a proven strategy for success with PPC!