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Pay Per Click (PPC) Marketing Strategies
Pay-per-click (PPC) marketing is one of the best ways to get instant targeted traffic. PPC is amazing because it lets you do so many things with ease. You generate affiliates, test landing pages, test sales pages, test variations of keywords to target for SEO, etc. It’s an amazing way to promote products online and it’s unique because it’s ability to get quick results.
The 2 biggest PPC search engines are Google Ads and Microsoft Ads. Google Ads is bigger (because it’s owned by Google) and Microsoft Ads is owned by Bing. You’ll get most of your traffic from Google Ads, but Microsoft Ads can also get you high-quality traffic. You just want to be more specific with keyword targeting, your budget, and your cost per click (CPC).
I know these abbreviations and terms can be long to remember, but I assure you that they are very simple. Pay per click is so great because of its ability to let you predict the results you may get. If you know your business calculations in advance and are getting certain results on pay-per-click networks, you can tweak certain aspects of your campaigns to make the numbers work in your favor.
But there are many other paid search engines. Now you should know that I generally do not recommend these other PPC networks. This is mainly because they are synonymous with click fraud and poor traffic. You will find that the cost per click of keywords is surprisingly cheaper than those of Google Ads and Microsoft Ads. While you may pay $1-3 for a click on a particular keyword on Google and Microsoft Ads, on lower-tier PPC networks you may pay 5-10 cents per click for those same keywords. Don’t expect to get good results with these networks.
The only time these networks have decent traffic is when you are promoting something illicit. That’s all I’ll go to about minimizing other PPC networks, but it’s something you need to know before you start investing hundreds (or thousands) of dollars in these other programs. You may say to yourself, “Wow, I don’t have competition on those other networks!”, but you have to know that you don’t have competition because no one else who knows what they’re doing knows that. one should stay away from such sites.
You are bidding against yourself. And you will lose every time. You’ll invest your money in these low-level PPC networks, believing that if you just tweak certain aspects of your campaign, you’ll get leads and sales. Unfortunately, it won’t be like that. You can tweak things as much as you want, but you won’t be able to get the leads and sales you’re looking for. So it’s best to stick with Google Ads and Microsoft Ads and make sure your business calculations work with the bids for the keywords you’re targeting.
So, once you’re on Google Ads and Microsoft Ads, what kinds of strategies should you implement to get the best possible results? Well, I’m going to give you some tips that you can use to gain the edge over your competition. Let’s start with this first tip. This is something I discovered while doing another form of marketing that involved email marketing:
1) Target Tier 1 countries
If you’re selling globally, it doesn’t make sense to sell to an audience that doesn’t have the financial capacity to buy your products. Also, if your primary language is English, you want your prospects to be able to speak English. Therefore, you will want to target the top 5 countries that have the most financial ability to buy and also speak English. These countries are: United States, United Kingdom, Canada, New Zealand and Australia.
Don’t get me wrong, I’m not saying these are the only countries that have people who speak English and have the financial ability to buy. Many people in countries around the world meet these criteria, but these 5 countries are the main ones you’ll want to target for overall campaign effectiveness. I’m not trying to disrespect other countries, but if you want to get practically enhanced results, you’ll want to stick with these 5 countries. Here is another pay-per-click marketing strategy:
2) Don’t put all your keywords in one ad group
It’s best to have multiple campaigns and, more importantly, more than one ad group. Me personally, I have 2 sets of PPC keywords that I am bidding on. I have these keywords that I’m bidding on between $1 and $1.50, and then another set of keywords that I’m bidding on between $0.50 and $0.75. I’m doing this because I’ve found that the high cost keyword set converts better for me, and the low cost keyword set converts well – but not as well as the cost keywords higher.
So for the lower cost set, I get more clicks, but lower conversion rates. So to compensate, I lower the cost of those keywords so they can match the same conversion rates that the more expensive keywords give me. Other people have their own reasons for creating multiple ad groups for the same campaign. When you start, you will also have your own reasons. That’s what I do, and I’ve found it works best for me. Here is the last PPC tip I want to give you:
3) Never bid on broad match keywords
Never bid on broad match keywords. Large means bidding on a raw keyword. For example, if I wanted to bid on the keyword “bicycle tires”, here’s what the broad match, phrase match, and exact match keywords would look like:
WIDE MATCH: bicycle tires
MATCH PHRASE: “bicycle tires”
EXACT MATCH: [bicycle tires]
When you bid on broad match keywords, you will get clicks on your ad for any search query that contains the words “bike” and “tires”. It’s a virtually guaranteed way to blow your budget and destroy your campaign. In my experience, phrase match keyword types have worked the best for me.
Exact match keywords are great, but they’re very expensive and very competitive — and they don’t necessarily guarantee sales or lead conversions when you bid on them.
These 3 pay-per-click marketing strategies are tips you should keep in mind before spending a single penny on ads. Follow my advice and you will be well on your way to success.
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