Infinite Web Chat | Episode 2

https://infinitewebdesigns.com/wp-content/uploads/2017/06/episode2.mp3

Welcome back to Infinite Web Chat! Last week we talked SEO (Search Engine Optimization).

On Episode 2 we are talking all things PPC (Pay Per Click). Click to listen above or you can read the transcript below. You can also subscribe on iTunes »

Here are Some of the Highlights:

• Pay per click marketing should be viewed is a long-term investment.
• PPC can be useful for several different goals, whether you’re launching a new service and need awareness or you’re launching a new website and want to drive traffic quickly and raise awareness quickly to get people to your website to learn about your new products or services.
• You must have clearly defined goals, content and a funnel for your PPC campaign.
• Define your target audience, keywords and budget.
• Ad campaigns must have a clear call to action.
• Tracking and analytics is key to determining your ROI and adjustments that need to be made.
• Following Google’s best practices will ensure you receive more [quality] traffic.

Episode Links and Resources:

Google Adwords

Google Analytics

More questions? Contact us!

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Amy DeLardi: Welcome to episode two. This is Amy and LeeAnn. Last week, episode one, we talked about organic SEO. This week we are going to talk about Google advertising and pay-per-click campaigns. LeeAnn, you with me?

LeeAnn Holmberg: Yes, I’m with you. Hi, everybody.

Amy DeLardi: Before we get into the best practices and the budget and the quality score and some of the different things that we’re prepared to talk about today, let’s just talk about when to use Google pay-per-click advertising. LeeAnn, do you want to answer that first and then I’ll give my perspective on it?

LeeAnn Holmberg: Sure. It’s important, if you’re going to use PPC, pay-per-click marketing, that you are in it for the long game. I think it is something, when we are working with clients, we recommend a minimum of six months and we would love to see them commit to at least a year before we can have a fully optimized campaign and seeing them reach the goals that we define in the very beginning.

Amy DeLardi: Yeah. Often time people think it’s a quick fix and so they really don’t have the budget for it, if they’re a smaller business. They don’t understand that some keywords can be very competitive, which translates to very pricey, so they don’t have a budget to compete over a long period of time. We could get more into that in a little bit. Last week, again, we talked about organic SEO. I prefer that method of attracting leads and traffic to your website, but sometimes you need a more immediate gratification, whether you’re launching a new service and you need awareness to it or you’re launching a new website and you really want to drive traffic quickly and raise awareness quickly and get people to your website to learn about your new products or services.

That’s when I find that Google pay-per-click or PPC is a good alternative solution to driving more of that quick traffic and leads, especially if you have a certain conversion or a certain goal that you’re trying to hit. Often times I like to consult people to run that in tandem with organic SEO strategies. Again, talked about that in episode one. Have a listen if haven’t to that. Again, I think that Google pay-per-click has a use definitely.

It’s more of that immediate gratification or a tougher arena to play in or to get organic ranking in, but it also is competitive and it can get costly. Let’s get into best practices. You’ve decided that you really need to pay to play and you really need to get awareness to a product or service quickly and you’ve decided that you’re going to use Google pay-per-click as a strategy to do so. Where do you start?

LeeAnn Holmberg: Sure. I would suggest the very first thing is something you’ve already touched on, and that’s having a very clearly defined goal. If you’re going to run a campaign, it really needs to be focused on one specific goal. If you have more than one, then we would suggest, obviously, more than one campaign. It’s so important because we want the end user to have one experience and we need to keep them on track to do what we want them to do. We don’t want to muddy the water.

Your goal, it can be to drive traffic. Like Amy...