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Plus, How PPC Helps You Reach Your Customers

Pay-per-click advertising plays a significant role in any marketing strategy. That can be a bold statement for some, especially since this advertising strategy intimidates many small- to mid-size business owners. And if you’re like many people, you can’t help but wonder, “Does pay-per-click work?”

You figure that if you pay Google even a small amount-say, $1.00 per click-your ad budget will be drained in short order considering all of the Google searches that occur daily.

Let’s explore why this assumption could be holding you back from growth and how pay-per-click advertising drives profit and brand awareness.

First, What Is Pay-per-click?

We’ve all seen the search engine results labeled ‘Ad’ at the top and bottom of a search engine results page (SERP). Pay-per-click (PPC) is a marketing strategy that allows advertisers to place ads online and pay the hosting platform (e.g., Google or Bing) when someone clicks on their ad. The marketer using the PPC strategy hopes the ad will lead a user to click through to the marketer’s app or website and purchase a product or service, or take some other valuable action. Search engines host PPC ads, displaying ads at the top and bottom of SERPs that are relevant to their users’ search queries. Pay-per-click with Google AdWords is one of the top choices. Bing is another, since many computers today come loaded with Bing as the default search engine.

Google AdWords – Paid Search

One of the most popular PPC advertising platforms by far is Google. What could be better than placing your ad in front of the very person searching for what you’re selling in real time? The moment they input their search query, Google pulls up a relevant paid search result to show them exactly where to buy that product or service.

How Paid Search Works

Every search engine results page (SERP) search query spot triggers an instantaneous auction for the keyword(s) the user input into the search bar. Advertisers bid for these keywords in advance when they set up their marketing campaigns through the advertising account. The search engine then determines the winning bid for that keyword based on a combination of factors, including bid amounts and the quality of the ads. The winner gets the top position, and others fall below them on either the top or bottom of page one, page two, etc.

Bid Adjustments

Not seeing any results? Advertisers can adjust their bids at any time, depending upon the best criteria for their campaign. For example, suppose a particular marketing campaign does well on mobile devices. In that case, the advertiser can increase their bid by a certain percentage to ensure their ad shows up more frequently on cell phones and tablets.

Conversion Tracking & Cost Per Click

Why is conversion tracking important? Because you need to know how much money you’re making (or losing) from an ad. It’s the only way to determine whether your cost per click (CPC) is eating into your profits.

Negative Keywords – Google

With so much emphasis on bidding for the best keywords, you might not think about adding keywords you don’t want to rank for. Yet keeping those words in mind can weed out unproductive clicks (clicks you pay for whether they convert to sales or not).

For example, if you’re a pizzeria targeting the keyword phrase, “Florida pizza,” you don’t want to attract people looking for jobs delivering pizza. So you may want to enter “pizza jobs” as a negative keyword in order to prevent your ad being shown for searches on the key phrase.

One real-world example we’ve encountered involves a company offering cold therapy to reduce “saddle bags” on hips and thighs. In advance of launching their PPC campaign, we entered “Harley Davidson” or “bike saddle bags” as negative keywords. This tactic prevents the client from being shown for those search results or pay for any inadvertent clicks.

Simply scroll down to the section where you can add negative keywords to your campaign, click the + sign and add a negative keyword phrase to make sure Google doesn’t show your ad to users who input an undesired key phrase into their search query.

Remarketing Pixels

With the dawn of user data collection, retargeting programmatic advertising has become one of the prime strategies to stay top of mind for someone who may be getting ready purchase your product or service. Remarketing pixels allow you to show targeted ads to specific individuals who have already interacted with your digital properties (e.g., website). You can embed these pixels on your website, in emails, and when setting up your pay-per-click ad on a search engine or social media platform.

HTML code that’s invisible to the user tracks the behavior of your email subscriber, website visitor, or social media follower from the moment they interact with the digital media you’ve embedded with the tracking pixel. The data these tracking devices collect provides insights regarding user behavior that could help you formulate your content strategy, including personalized email marketing sequences. If you use them in Google AdWords PPC ads, your ads could follow the user, popping up on other websites or social media platforms they visit after interacting with your remarketing pixel.

Video Remarketing

Video remarketing, also known as retargeting, is a form of PPC advertising that uses a tracking pixel to collect identifying information about users who have previously visited your website, watched a video, or engaged with your digital content. Video remarketing then serves video ads to that list of contacts. For instance, if you’re using YouTube, you can set up video ad campaigns that serve specific YouTube videos to users who have watched a specified video. They watch that video, then YouTube will serve up the video you want them to see next (e.g., a video you created to advertise your product or service).

Tending to Your Pay-per-click Marketing Strategy

Pay-per-click is not a marketing strategy you can set one time and forget about it. To get the maximum return on your investment, you need to tend to it-daily. From budgeting to analytics to bid adjustments, everything you do to stay on top of your PPC campaign will improve your gains. Click here for an easy-to-follow PPC checklist.

Social Media Advertising and Reach Ads

As an advertiser, you may also want to consider social media advertising as another way to reach more potential customers. Social media advertising consists of putting some money behind an already performing social post, then deciding your demographic (gender, age, location radius, even interests), and setting a budget and time frame for your promotion. Facebook is one of the top social media platforms for advertising, but there is a difference between social advertising and pay-per-click. On social media the advertiser pays for impressions, not clicks.

Facebook: boost a post or run an ad
Instagram: Sponsor a post
Twitter: Promote a tweet
LinkedIn: Promote a LinkedIn post
More Pay-per-click Tips
Design multiple ads in batches, and refresh ads quickly to prevent ad fatigue and banner blindness.
Look at your campaign numbers daily and tweak creatives, bids, and negative keywords as needed to improve results.
Use remarketing pixels to trigger your ad to show up on other sites your prospects visit.
Do a remarketing video explaining what it would be like to be a customer of your business and include a testimonial.
Use opposite messaging (e.g., if your funnel is emotional, your video should be logical and vice versa).
Remarket with a video ad showing what it’s like to buy your product or be one of your customers.
Use multiple headline variations, and A/B split test your ads.
Pay-per-click advertising can play a significant role in your marketing plan if you know how to maximize your results.

Your best life now comes in the form of a home based business. Working for someone else is alright, however it does not compare to leading your own home based business.Every since 9/11 people have been using their home as a sanctuary and or retreat. Given these tough economic times, homes have become fertile ground for generating revenue. Justifiably so, if given a choice of commuting to work every day, walking down the hall and or in your basement to work, which one will you choose?As for me, I chose to start a home based business because it gave me the comfort and control I always wanted. For example, with technology today I can start a new business, market and promote it on the internet and take the online business and transition it to a offline business to conduct live training, deliver speeches, write books, participate in tele-seminars and or panel discussions in the business community.It looks as though I am pretty excited about my home based business. Why not? I encourage you to consider starting a business, perhaps it can be information products, live talk radio show on the internet, host your own YouTube channel, podcast or a virtual business.Incorporate your business with the internet and the possibilities are unlimited. People are making a ton of money from their home. Some people ask, “Where do you meet clients?” I respond by telling them to meet with prospective clients at their office, at a hotel lobby and or there are a number of free office spaces one can reserve to conduct meetings, many come with administrative staff and diverse office oriented facilities.In my opinion, being able to manage your day is one of the greatest advantages of a home based business. You get to call your own shots, begin and end your day whenever you want to and depending upon how you structure your business, you will encounter very few interruptions.It is easy to see why I am so happy, I get to live my life on my own terms. Granted I still work hard and I have to find new customers, the bottom line is, I would not have it any other way. A home based business is about choices, decide if this is for you by writing down your goals and going after them.Here is to your home based business success, embrace the opportunity and forge ahead no matter what. If I can do it, so can you.

I was having a conversation with one of my business partners tonight, and the topic came up about home based business scripts. We were actually talking about how much of a struggle it is for new business owners to get on track in terms of getting over the anxiety to call their people to promote events, products, or services. My response was that it’s just a natural part of the sales process, and that people should get over it. We discussed various ideas and threw around some new ones to help people overcome the fear, but it all came down to home based business scripts.Without having home based business scripts in front of you to sort of act as a verbal guide, it’s mortifying to so many individuals who start a home based business that they need to pick up the phone and actually talk to people. I know many people who will actually take the time to come up with excuses just so they can get out of a call workshop or calling their people. It’s very sad, because if they only knew how much their friends, family, and acquaintances actually thought of them, then they wouldn’t be so fearful. The truth is, they rarely think of you, so why waste your time fretting over people who don’t even think that much of you?Do you ever wonder why movies have scripts? It’s because it doesn’t ruin the flow of the movie, because it allows the actors and actresses to follow a rubric so they won’t stall and create more “NG” clips. I think people refer to these as bloopers, but you get the picture. Home based business scripts are equally important when it comes to your own success, because if you had to “wing it,” you would probably be stumbling and bumbling and the exchange would be an utter fail with the customer or prospect, because they would soon realize that you have no idea what you are doing.I know that some of you are rolling your eyes, because you think that you are a superstar in the industry, and that you can make any call, without home based business scripts, and you’ll be successful. Well my friend, I can tell you this: superstars only come once in a lifetime. Everyone else learns how to be professional through scripted performance.Any good home based entrepreneur knows that the key to success is through duplication of teachable techniques that everyone can do. Establishing home based business scripts is one of those duplicatable techniques that can trickle through your organization. Flying by the seat of your pants is definitely not considered duplicatable.So what comprises really great home based business scripts? Let’s take a look:1) Good script packages cover almost every occasion possible so your new business partners always have a way to get in a conversation and get out with contact information.2) The script is clear, concise, and easy to follow without any real pre-coaching3) Scripts are made with ever-changing dynamics in mind, such like a decision tree, where different scenarios that are presented are already covered in the tree to guide the prospect through the conversation4) Scripts are so well-written that they don’t really leave any room for interpretation or modification of the wording. 5) Good scripts should have a setup and follow-up system before and after the script content, so the prospect knows how to open, and more importantly, CLOSE!6) Scripts are generally free of foul language or slang, so it removes any angst or ambiguity. 7) Scripts have good use of emotional language and trigger words that the prospects can identify with to create value.During that exchange with one of my business partners at the beginning of this article, I actually came up with some fantastic home based business scripts that are virtually fail-proof and get the job done every time. If you want to create your own scripts too, I would highly recommend it! It’s good practice, and it can help to improve your writing ability and imagination.If you are just starting out and want pre-made scripts, there are a number you can find online. Just figure out what works for you and is a script that you are comfortable using during a phone conversation. Anything you can do to make that experience easier and less nerve-racking is a plus.