Jump Start Your PPC

Written by Debra Leitl on August 17, 2010. Posted in Search Engine Marketing

Take a deep breath, and prepare to jump into your PPC campaign. But, before you start spending money on Google, do your homework and prepare. Here are the steps to jump-start your Pay Per Click campaign.

Step One: Do a SWOT Analysis

As with any business venture, before starting your PPC campaign, you will want to conduct a SWOT analysis. This identifies the Strengths, Weaknesses, Opportunities, and Threats facing a particular project. One way to use a SWOT is to match identified strengths with identified opportunities so that you can get the most out of your existing resources.

  • Strengths: internal factors that will be helpful to meeting the goal
  • Weaknesses: internal factors that will prevent or make meeting the goal more difficult.
  • Opportunities: external factors that will lead to meeting the goal.
  • Threats: external factors that will prevent meeting the goal.

When looking at your PPC campaign, here is a potential SWOT analysis:

Strengths: Good writers, unlimited budget, narrow target market

Weaknesses: Overwhelmed team, lack of focus about which product/service to promote

Opportunities: Little competition within your PPC target market

Threats: Changes in legal regulations, increase in sales tax

Once you perform the SWOT, you can begin to focus your efforts to make your PPC campaign as successful as possible.

Step Two: Set Goals

You can spend unlimited amounts of money on PPC. You will need to be careful that your cost per lead is something that you’re prepared to absorb. Set goals for your campaign. These goals will include:

  • How much you want to spend per click/lead
  • Who will manage the campaign
  • What will a successful campaign look like
  • How will you follow up with your leads
  • What modifications to the website (additional landing pages, etc.) need to be made to accommodate the campaign
  • Which products and services you will focus on

Step Three: Start the Campaign

There are a few components to a PPC campaign that you’ll have to organize.

  • Keyword research
  • Negative keyword research
  • Divide words/products into adgroups
  • Write ads for each adgroup
  • Create multiple points of contact
  • Deploy and refine

Step Four: Be Consistent

Once you’ve started your PPC campaign, the most important aspect of follow up is to be consistent. Your ad text needs to match the content on the page that people will find when they click through the ad to your website. The message they see must be consistent with what they’re expecting from the ad.

A little bit of planning, and dedication to detail through execution will make your PPC campaign a success. Be descriptive!

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