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Why A Solid Landing Page is Key to Effective PPC

Some marketers choose to send prospects who click on their paid search results to their website’s homepage. While this will certainly get them to a page with relevant information about your company, it is not the most effective option when dealing with search marketing.

Instead of sending people to a generic page, it’s far more effective to design a custom landing page with information and an offer tailored to the verbiage in the paid search ad. While landing pages serve a number of other purposes, one of my favorite techniques is to create one for PPC ads. Here, we’ll look at the many benefits to creating a solid landing page for PPC, and what elements go in to creating a winning page.

Increase Conversion Rate

Designing a custom landing page is one of the keys to increasing conversion rates on ads. Your ad copy should be for a specific product or offer. When a reader clicks on the link, they want to learn more about that certain thing, not be taken to a page that’s more generally about your business.

When visitors are driven to your homepage, it’s now up to them to root around for information that’s relevant to what they saw on the ad. Even if you have a great website, it’s easy for them to grow frustrated and impatient, looking for the information they wish they had right in front of them in the first place. That makes them more likely to give up their search and return to the SERPs.

A custom landing page, however, that addresses the messaging from the ad directly, presents the reader with everything they want to know. This is a lot more likely to generate an immediate positive response from viewers.

Keep Cost per Click Low

A landing page with a high conversion rate also works to keep your cost per click low. When more people convert, you’re generating more revenue from the ad campaign, which means that you’re getting more bang for your marketing buck along the way.

Earn a Higher Ads Quality Score

There is yet another bonus to creating an effective landing page for PPC ads. When you achieve higher conversion rates and keep visitors on your site for longer, Google takes notice. They infer that the content on your website must be highly relevant to searchers, and so in turn improve your standing on their site. They reward good ads with better placement and show them more frequently.

How Do You Build a Great Landing Page?

So now that you understand all of the value that a solid landing page can bring, let’s talk about how to create one. (And if you’d like a look at what not to do when creating a landing page, check out this post.)

Focus on One Call to Action

Visitors to the landing page are coming there because of the offer you made or product you cited in your PPC ad. Your landing page should contain just one call to action, and it should be directly related to the offer or product from the ad.

Let’s say, for example, that you own a plumbing company. Your PPC ad touts your same-day service. People clicking that ad are probably not interested in the work you do installing environmentally-friendly plumbing systems as part of home renovations. They likely have an emergency situation and are in need of immediate assistance. Your landing page should have a call to action that drives them directly to your online booking system so that they can get on your calendar ASAP.

Keep the Page Clean and Simple

Because visitors are coming there with one express purpose in mind, they don’t need a whole lot of information to convert. Instead, a simple headline; one big, bold, relevant image; and a clear description of the details of the product or service you’re offering will do.

Going back to the plumbing example, start with a headline that says something like “Same-day plumbing services, 365 days a year.” The image should be a hero image—one of your plumbers in front of his truck, striking a bold pose that says, “I’m ready to solve all your plumbing problems!”

Then the description of the service should include what you’re offering (licensed plumbers for same-day service) and what is expected of consumers (there’s a flat-rate fee for your service).

If you’re looking for inspiration when it comes to designing your own landing page, check out these examples, gathered together by Instapage.

A solid landing page can help your PPC ads perform better, rank better, and generate more revenue for your business. By keeping your messaging narrow and targeted, you speak directly to the immediate needs of your prospects. And by building a simple, visually engaging page, you guarantee that you’ll catch their eye and hold their interest.

If you liked this post, check out our Small Business Guide to Paid Search.

How to Increase PPC CTR with These Quick Tips

How to Increase PPC CTR with These Quick Tips

Being a digital marketer, you keep hearing about CTR and also know that it holds utmost importance in digital marketing especially when it comes to PPC.

Click Through Rate often abbreviated as CTR is a metric that measures the number of clicks received on your ads per number of impressions.

(Total Clicks on Ad/ Total Impressions) X 100= Click Through Rate


It is basically the percentage of people who view your ad and those who actually go and click on it.

Attaining a high CTR is significantly important for your PPC success because it directly affects your Cost per Click and Quality Score.

As higher CTR leads in high-Quality Score and high-Quality Score improves your ad position.

Quality Score is the rating of Google as pertaining to the quality and relevance of your PPC ads and keywords.

Another reason why having a higher CTR is important because it correlates with higher conversion rates.

As we all know that having a good PPC CTR is important for various reasons like increased quality traffic, increased conversions, reduced Cost per Click, higher ad rank and increased Quality Score.

Basically, there are a lot of reasons for you work on improving your PPC CTR.

Here are the 11 most easy and powerful quick tips that will increase your PPC CTR in no time.

1. Use Negative Keywords

The importance of negative keywords in the success of any Google AdWords campaign is incomparable.

Sooner or later the internet marketers have realized the potential of negative keywords and hence are using them even more.

Negative keywords are those keywords that prevent your ads from being displayed for any kind of irrelevant and inappropriate search queries.

And if your ads get triggered for irrelevant search queries then your ads won’t receive clicks at all and this would push the ad down in a lower position.

Lower ad position is equivalent to lower CTR.

Or if they receive any clicks the visitor would bounce off due to irrelevant information.

So primarily, negative keywords help in increasing your CTR as with the help of negative keywords, your ads will be directed towards the targeted audience with no irrelevant impressions and clicks.

Negative keywords also reduce the click that will not convert into sales.

Thereby, your CTR will increase because there will be fewer circumstances of the ads being viewed but not clicked.

Negative Keywords are quite essential as it not only increases your CTR but also saves your budget from being wasted.

2. Increase Your Bids

Increasing bids is one of the fastest ways to increase the CTR.

An increased bid means higher average position.

You get more visibility and exposure of your ads is increased due to a higher ad position.

A higher ad position also leads to an increased CTR as it is pretty obvious that ads appearing on the top tend to receive more clicks than the bottom ones.

When you increase the bid, you get a better position and better impressions in the never ending fight for traffic.

This results in an increased and improved quality of your traffic.

Carefully examine your bidding strategies to see which keywords are being underbid and which one are over bid.

Re-evaluate the bidding according to the performance of the keywords.

You need to also be careful while raising the bids as it can also cost you much in term of higher CPC.

You should increase bids for only those keywords where you see an opportunity for improvement.

3. Use Trademark or Registered Symbols in Headlines

How to Increase PPC CTR with These Quick TipsA trademark can be a word, sign, symbol or graphic that you apply to your Company, Goods or Services to differentiate them from those of the competitors.

The trademarks or registered symbols give customers a confidence to click on the ad to look for more details of the product.

The purchasing decisions of the customers are highly influenced by trademarks as nowadays being brand oriented is in vogue.

Using trademarks or registered symbols in the headline will help you to stand apart from your competitors in the Search Engine Result Page.

And it will also boost confidence in customers regarding the professionalism of your business.

The influence of a trademark or a registered symbol is that it creates a sense of authority among the visitors which ultimately attracts more clicks to your ads.

Merely using a trademark out of the blue is not justified.

You have to be careful while choosing one for your business and remember to keep it original.

Ensure that you at least one of them as it is one of the quickest methods to increase CTR.

4. Add Sitelink Extension

Sitelink Extensions is one of the most commonly used extensions in PPC ads.

They are located under your headline and the description.

They are additional links which are typically displayed when the ad holds the first or second position in the Google’s Search Engine Result Page.

Sitelinks helps you to capture prime space in the SERP, highlights other pages of your website and also provides additional information to the user.

You can create 6-10 different site links but Google has full control over which site link to show.

Sitelinks offer you unique opportunity to drive in more traffic and maximize your chances of success with PPC.

By using Sitelinks, you can add additional information or navigation into your website directly from your ad copy.

How to Increase PPC CTR with These Quick Tips

Look at this ad for Car Insurance. The four arrows indicate the site links displayed by Google.

Sitelinks offer quick access to your conversion oriented pages. They drive in more users who are looking for something specific.

Also, to gain maximum advantage out of site links, make sure that you link each of your site link to the most relevant landing page.

Do not use the same link for multiple site links. Use a unique site link for each landing page.

Sitelinks are a strong way for advertisers to boost up their CTR and conversion rates.

If you execute the performance of site links optimally, you can get away with higher CTR and overall PPC success without any additional cost.

5. Have A Strong Call-to-Action

How to Increase PPC CTR with These Quick Tips

Okay, so now you have perfectly grabbed the attention of your visitors with your headline.

Also developed confidence in visitors with respect to the validity of your business through trademark and registered symbols.

You have even provided extra information about your business through site links.

The final move of PPC ad is to tell the visitors what they need to do next i.e. inclusion of a Call-to-Action in the ad.

After going through your entire ad, the visitor comes up with a question that says “What should I do now?”

The Call-to-Action is the answer to this particular question.

So, in order to have a highly efficient ad that attracts most of the clicks, you should include a Call-to-Action.

They initiate the visitors to take the desired action which leads to conversions.

The reason why including Call-to-Action is important in your PPC ads is because it makes it more likely for people who are interested in your product/service to go and click on the ad.

If your visitors know what they are expected to do, will go on to complete the desired Call-to-Action and are more likely to make a purchase.

Some Call-to-Action examples are: Buy Online Now, Sign Up Today, Call Us Today, Learn More

6. Put Your Main Keyword in the Display URL

How to Increase PPC CTR with These Quick Tips

Display URL is one of the most overlooked elements and its importance is often underestimated.

The display URL is a part of your PPC ad text and hence, it should be utilized as much as other parts.

Since you only have a limited number of lines of text; hence, you should take maximum advantage of each of them.

The display URL in the PPC ad is a great place to add you main keywords those keywords that attract maximum attention.

You can increase your CTR by including your main keyword in the display URL with the 35 character limit.

Putting the main keyword in the URL gives an idea to the visitor that your ad is most relevant to their search.

And when they get see the main keyword in your URL, they become surer that you are providing exactly the things that they are looking for.

Your main keyword can be a product name, feature or benefit or any other word that is attractive enough to grab the attention of the users.

You can also test the CTRs by experimenting with the headlines, descriptions and the display URL.

Therefore, it has been noted that ads with their main keywords in the display URL have much higher CTR than the rest.

7. Write Compelling Ad Copy

Do not forget the fact that your ad copy is the first impression of your business.

Also, it is the strongest tool that influences the CTR of your ad text.

Writing compelling Ad Copy sounds easy but the execution is what matters the most.

You have to take out a substantial amount of time to write Ad copy that is attractive, engaging and efficient in increasing CTR along with enhanced conversions.

The ad text is the soul of your ad where you have to convince the visitors to click on your ad.

To make your Ad copy mores capable enough of increasing the CTR, make sure that your ad text contains the keywords that you are targeting.

Your targeted keyword, when added in the ad text, will become bold after being triggered by the user in the search box.

Do not stuff the keywords in your ad text; use only those that bear the most relevance.

Do some research on the adverts of your competitors, use the USP of your business in the ad text and keep testing and experiment various elements to know which ad copy has the highest CTR.

8. Choose Right Keywords and Correct Negative Keywords

Keywords play a significant role in PPC.

It is just because of keywords that your ad appears on search engines when someone uses your chosen keyword.

You should build a large list of keywords as it will strengthen your basics of identified potential keywords and phrases that can convert into targeted traffic.

Remember that your ad will never achieve a good CTR if it appears for irrelevant search queries.

The advantage of using the targeted keywords in your ad copy is that Google makes them bold thus making it more likely to grab the attention of the users.

Also, run search query reports to see which keywords are generating impressions and clicks.

Look out for queries that are not relevant to your ads and then add them as negative keywords to prevent wastage of Ad spend.

You should examine the search box of your website to know what the visitors are looking for on your website. The search box is also a great source of building long tail keywords that are more conversion oriented.

So ensure that all your targeted keywords are relevant to your business and include negative keywords that will prevent your ads from being shown for irrelevant search queries.

9. Focus on Benefits and Not on Features

Features are characteristics and qualities of a product/service whereas benefit is the positive impact that occurs because of the features.

Moreover, if you want to make a compelling ad copy that majorly attracts clicks, you need to pay more attention towards the benefit and not features.

As the benefit prompts the visitors to make a purchase rather than the feature.

Do not forget that you create an ad copy to provide solutions to the pain points of the customers and not to simply publicize your brand.

To better understand the search intent of the customer, you will have to put on the shoes of the customer.

Think of yourself as a customer and decide which ad you would click on:

  1. The ad that simply brags about the features, qualities, and characteristics of the product/service.
  2. The ad that explains the benefits that the consumer will have after using the product.

Undoubtedly, the second ad is the one that you will click on. It is human tendency to look out for solutions when facing a problem or a query.

Write ads that solve the problems of the potential searchers. This will not only increase the CTR but will also induce a relationship of loyalty.

10. Make Full Use of Ad Extensions

Apart from site links extension, there are other types of extensions that can make your ad excel.

The use of Ad extensions increases the relevance of your ads thus improving your CTR.

They give you a greater opportunity to deliver your message with greater visibility and increase the chances for your ad to get maximum clicks.

You can use the following types of extensions to enhance your CTR

1. Call Extensions

With Call extensions, you can display your business phone number in the search results.

When you add Call extensions to your ads, you make it easier for people to get in touch with you.

If you are a local business that place value on receiving phone calls, then adding call extensions to your ads are a must.

The call extensions do not cost extra money and are a great way to increase CTR.

2. Location Extensions

With location extensions, you can add your business address to your ads.

The mere presence of a location extension convinces more people to click on your ads.

The reason why people are convinced with location extension is the users get a proof of your valid physical location.

How to Increase PPC CTR with These Quick Tips

3. Review Extensions

There is nothing better than getting a good review for your product/service.

Potential customers are influenced by them and sometimes base their choice on these reviews.

By adding positive reviews for your product/service, you can give your potential customers one more valid reason to click on your ads.

How to Increase PPC CTR with These Quick Tips

4. Callout Extensions

These are statements that you can add to your ads.

They improve your ads by promoting offers to the users like Free Shipping, Discount etc.

They highlight your business offering and are flexible as you can change your callout extensions whenever you want.

11. Use More Restrictive Keyword Match Type

Match type selection at the keyword level can have a great impact on the CTR of your ad.

An exact match keyword may typically have a higher CTR than a broad match keyword.

If you have an extremely limited budget then you should consider using phrase and exact match type keywords to avoid wasted ad spend.

But if your budget is unlimited then you can even use broad match modifier with the rest of the two.

The phrase and exact match type keywords help you to improve your ad position.

On the other hand, broad match type keywords have a wider reach that also involves irrelevant searches, thus declining your CTR.

You can also increase the CTR by turning off broad match for specific keywords after collecting many negative keywords from them.

You should also bid higher for exact match and lower for broad match.

This will help you in increased CTR and improved overall performance.


There above quick tips to increase PPC CTR should certainly help you out.

Your CTR has an impactful influence on the overall account performance so it would be a wise choice to optimize the CTR seriously.

Increasing the CTR needs continuous testing and experiment and cannot be achieved overnight.

So for this, you need to have relentless patience and firm determination.

If you liked this post, check out our Small Business Guide to Paid Search.

About the Author

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

How to Get the Most Out of Pay Per Click Advertising

To get immediate search engine visibility, there is no better advertising opportunity than Google AdWords. While this may not be news to you, it is news to some, as it’s rare to see people get the most out of their pay per click (PPC) advertising efforts, which is why I thought I’d bring it up today.

If you know how to bid on keyword terms and customize a PPC campaign for your website, visits to your website will start rolling in. I could write about this all day long, but instead, I’m just going to highlight a few of my tips below to help you get the most out of your PPC advertising.

Keyword research

If you only pay attention to one thing I ever write, my comments on keyword research should be it. Keyword research is important for numerous aspects of a marketing campaign, but for this post, you need to know it as your secret weapon to a successful PPC campaign.

To start, become familiar with the Google AdWords Keyword Planner. Once you have your AdWords account set up, these are some of the steps I follow for keyword research:

1. In the Keyword Planner, select “search for new keywords using a phrase, website, or category.”

2. From there, select “targeting” and select your geographic area.

3. In the box, type in some raw keyword ideas and click “get ideas.”

4. When the report gets generated, focus on:

  • Ad groups
  • Average monthly searches
  • Competition
  • Suggested bid
  • Ad impression share

Take note of the averages in the ad groups and select the ad groups that you would like to include in your keyword list. Scrub the list of keywords and remove any that aren’t relevant to your business. This will give you a shorter list of keywords that you can use to target in your initial PPC campaigns.

Aside from just running your ads, there is a lot that you can do with PPC advertising which I’ll discuss below.

Proof of Concept testing

Consider building a simple and effective landing page and develop an AdWords campaign driving traffic to it for a couple of months. If it generates qualified leads and sales then you know you can use it for a long-term SEO strategy.

Conversion testing

Can you believe most websites don’t use conversion tracking? It’s true! When you have conversion data tied to keywords, you can easily target your top keywords for SEO success. Phone conversion tracking is an awesome AdWords feature that I don’t believe is taken advantage of nearly enough. Do your business a favor and set that up today if you haven’t already done so.

Click-through rate testing

With Google AdWords, you can experiment with your PPC ad copy to optimize your ads click-through rate (CTR)? The higher your CTR, the higher your rankings results will be on Google.

CTA testing

AdWords is a great way to test CTAs on your website. You can see which perform best to get you optimal results.

Going after your competition

AdWords can be used to go after and crush your competition online. While you can’t put a competitor’s name in your copy without their consent, you can bid on their trademark to use as one of your keywords. When people search for your competitor online, your name will then appear at the top of the search results.

Going back to the basics

When you set up your AdWords account, Google guides you to overspend (it is how they make money after all), so you need to make adjustments to get the most ROI. I won’t lie, setting up your AdWords account can be extremely intimidating if you’re setting it up for the first time. Consider hiring a professional that can help show you the way.

If, however, you want to go it alone, here are some of my tips to get started:

  • If you’re a local business, select your geographic territory so that ads only show up for people in your area. Be sure to select “people in your targeted location” otherwise you may get people who show interest in your location but aren’t actually there.
  • Be selective with your keywords and keyword phrases
  • Use the “negative keywords” feature
  • Use free ad extensions to expand your copy
  • Link your account to your Google My Business page to have access to additional information for your business. If you do not have a Google My Business, learn more about setting it up here.
  • Use AdWords retargeting features

Use SEO and AdWords together

While AdWords is typically a better investment than other forms of traditional advertising, your dollars will go much further if you combine PPC with an SEO strategy.

Nothing is better than top organic Google rankings in terms of ROI. However, even with the best SEO campaign in place, it is impossible to rank on the first page of Google for every variation of a targeted keyword phrase. AdWords is extremely useful for getting clicks on difficult keywords that you’re unable to attain through SEO efforts. Additionally, while SEO is essential for a strong online presence, it can often be a marathon, not a sprint. PPC can help you get clicks quickly until your SEO rankings improve.

The best way to get the most out of your PPC efforts is to continue to optimize against the results. You’ll be able to see what’s working and put more of your efforts in that direction, as well as what’s not working so that you can either improve upon these efforts or drop them.

Optimizing is the key to success for your PPC advertising. What other tips would you add to the points above?

4 6 PPC Misconceptions You Need to Know for Success

6 PPC Misconceptions You Need to Know for Success - Duct Tape Marketing

photo credit: Free Digital Photos

PPC won’t make you wealthy overnight, spawn record-setting sales or turn your company into the ‘next big thing.’ Like any tool available to marketers, there are some quick wins, but the long-term gains are where you’ll excel. Here are six PPC misconceptions keeping your campaigns from success and what you can do about it.

1. A PPC Campaign Will Increase Your Sales Overnight

Effective bids and keywords may raise your campaigns to the top and give you some quick wins, but for others, these efforts are futile. Niche products and segments often have a harder time reaping the benefits of PPC, simply because there are fewer people searching for that product or service.

Regardless if you have several quick wins or minimal success with PPC, stick with it. PPC is not a set-and-forget function, and it takes time and effort to optimize campaigns for success. However, be realistic in your expectations, too: you may temporarily increase sales, but it’s up to you to maintain that growth.

2. A PPC Campaign’s First Two Weeks Are Indicative of Long-term Success

It takes time for your campaigns to settle, and very rarely are your efforts perfect right out of the gate (and if they are, they won’t be for long). Testing and optimizing a campaign can take up to three months before it truly settles. During this time, patterns and opportunities present themselves that can be used to adjust your ongoing campaign efforts. These adjustments can lead to a fruitful campaign performance.

In the long-run, variations in your PPC campaign are signs of a good, strong, and healthy performance. Don’t cut your testing short in haste. Stick it out, monitor performance, and make adjustments to maximize your ROI.

3. PPC Campaigns Are Only Profitable on Google

It’s estimated that 65% of all searches are performed on Google so naturally it makes sense to concentrate advertising efforts there, right? Wrong. Google AdSense is likely an important part of your marketing mix, but you’ll presumably have a better ROI by taking a portion of your budget elsewhere. Tier 2 search engines have searches performed, but advertising here is a fraction of the cost, making them not only profitable but an excellent complement to an AdSense campaign.

4. All Keywords Generate Good Traffic

Developing campaigns around all keywords that could seemingly be of interest to your customers is tempting, but this blanket catch-all approach can be costly and leave you with no results.

For instance, as a real estate developer offering elite condos in an urban setting, the marketing team may choose the keyword ‘Urban.’ However, if this keyword is not properly optimized using negative keywords, a teenager’s search for ‘Urban Outfitters’ might result in a click with no chance of converting. On paper, ‘Urban’ might be a strong keyword, but it’s unlikely customers of Urban Outfitters are also looking for a high-end condo.

5. PPC Is a Miracle Worker

If there are preexisting sales issues, PPC won’t necessarily solve all your troubles. It might draw attention toward your product, but it won’t convince people to buy it.

Take the adage “it’s like selling ice to an Eskimo.” Sometimes things are out of your control: why would an Eskimo buy more ice when they have an unlimited supply? The same is true for a luxury yacht maker in a recession or a snow blower manufacturer in an unseasonably warm winter. PPC is great when there’s a need for the product or service, but it can’t make people purchase something they don’t need. Instead, focus your efforts where there’s a need.

6. PPC Raises Organic Search Results

Good SEO practices increase your visibility in organic search results, not PPC. The combination of success with both PPC and SEO can increase your visibility, which increases your likelihood of converting. But simply having a PPC campaign won’t affect your organic search results.

For better long-term results, effective PPC campaigns are important, but so is strong SEO. PPC will provide a few quick wins—but ranking organically is sustainable, scalable, credible, and an all-around healthy business practice.

PPC is not designed to make you a millionaire overnight. But, it can help you increase brand exposure, gradually raise sales, and successfully grow your business while making you feel like a million bucks.

If you liked this post, check out our Small Business Guide to Paid Search.

michelle-brammer_250x250Michelle Brammer writes about pay per click and pay per call marketing, as well as digital ad fraud and small businesses. Michelle is the Director of Marketing for eZanga, a digital advertising firm focused on pay per click, pay per call, and ad fraud management. Previously, she held senior marketing and sales management positions with Genji Sushi, Dominion Enterprises, and Frito-Lay North America. She regularly blogs at http://www.ezanga.com/articles/author/michelle-brammer and can be found on Twitter @eZangaMichelle.

7 Ways To Get The Most Out Of Your PPC Guy: An Easy-To-Use Checklist

As a small business owner, you know your business. But do you have time to master PPC? If not, you’ll want to hire someone to do this for you.

That’s why I’ve created this checklist — to help you pick the right PPC person and make sure they get the ROI what you want.

There are 7 critical things I’ve learned in my 14 years of optimizing PPC accounts. Having these at hand helps you get what you need out of your PPC guy. Let’s get started…

#1: Make Sure Your PPC Guy Uses Your Adwords Account For Their Work

If your PPC guy doesn’t use your Adwords account, you may not “own” the work they do for you. If you change providers, everything they’ve done for you may be lost.

Before hiring any PPC expert, ask, “Are you going to upload the campaigns you create to my account?” “Yes” is the only right answer for two reasons…

  • You “own” the work they do.  This way, if you change providers, you can just remove their access and keep the work that’s been done.
  • And it increases transparency.  If it’s in your account, you can check on the status of the campaigns without having to bug your PPC guy. You just login and do a spot check.

Bottom line: get this or walk away.

#2: Verify How Much Work They’re Actually Doing

ppc1It’s crucial you confirm the work they’re actually doing. Here’s how…

Once a week, go to “Change History” in your Adwords Account and go to “Tools”, and click on “Campaigns”. Then, click on “Change History”.

A log of what work has been done will come up. Then you can confirm the changes are what you agreed to.

#3: Ensure They Avoid Broad Match Keywords (With One Exception)

Adwords has five “match types” you can use for the keywords you’re targeting)…

  • Broad match
  • Modified broad match
  • Exact match
  • Phrase match
  • Negative keywords (I’ll discuss this later in the post)

Make sure your PPC contractor is using some combination of modified broad match, exact match and phrase match only.

A campaign with just broad match keywords lets Google give you the “kitchen sink” approach to showing your ads. This will dilute your ROI and hurt results.

The exception is when you’re marketing to a small to mid-size geographic region. In this case, your market will be smaller and you may have to use broad match to generate enough views of your ads (impressions).

#4: Confirm They’re Adding Negative Keywords

Adding Negative Keywords should be added to curb unrelated traffic. It will:

  • improve the quality of your traffic
  • reduce wasted spend and
  • improve your ROI
  • and boost your click-thru-rate (CTR).

Make sure this is part of your PPC guy’s plan and then confirm he does it each week.

#5: Insist They Specialize In PPC Only

Change is constant in SEO and Adwords. That means an expert in either has to specialize in either one to stay current and provide value.

No one can be really amazing at both. The bottom line:

If you want an SEO guy, hire an SEO guy. If you want a PPC guy, hire a PPC guy. As the saying goes, “Jack of all trades, master of none.”

#6: Verify Their Adwords Certification Is Current & Valid

When hiring a PPC guy, you’ll really want to make sure they’re Adwords certified. This means they’ve taken and passed a series of demanding tests from Google to prove their know-how.

So, before hiring someone, ask them for a link to their Adwords certification. Make sure it’s valid and current. This avoids problems down the road.

#7: Approve All Keyword & Campaign Creation Steps

No PPC guy will know as much about the intricacies of your business as you do.

This means that he’s going to have to rely on your expertise to guide his research and campaign creation. Therefore, make sure that you get to review and approve the keywords they’re going to use.

On top of that, make sure you get to look at and approve the campaign before it goes live (and you start spending money).

You’ll probably catch little things that they missed because of your industry knowledge. I’ve seen this save clients a lot of money.

What All This Means For You

Use this checklist and you can make sure of two things:

  1. you’ve picked the right PPC guy
  2. once hired, you can make sure he’s delivering on his promises

You’re ready to start succeeding at Adwords!

If you liked this post, check out our Small Business Guide to Paid Search.

Tim GogginTim Goggin is the founder of recessionRebirth, Inc. – a PPC & Facebook consulting agency. They help small- to medium-sized businesses create money-making ads, generate & convert more leads and accelerate the growth of their ROI. Download his free supplementary checklist, “10 More Ways To Get The Most Of Your PPC Guy” here. Once signed up, claim a free Adwords audit (limited to first 9 businesses that apply).


6 Blending Paid Social with Organic Social

blending socialNow that social media participation has become an integral aspect of the marketing mix, businesses are finding ways to increase the return on their social participation through paid amplification.

The impact on SEO alone can make this an attractive place to invest real dollars and Facebook’s growing importance for marketing is poised to threaten Google’s stranglehold gained through our dependence on organic search.

While initial social media initiatives were focused primarily on building and engaging in organic ways, smart marketers are now adding paid campaign support to the social mix very much like search engine marketing relies on PPC ad support.

This two prong approach still relies heavily on the creation of content worthy of sharing, liking, and following, but adds the dimension of paid campaigns to highlight and spread the published content.

Lead generation in this content driven social model is still a metered blend of advertising, public relations and referrals, but social is the mechanism driving the discovery and the conversation surrounding this powerful form of lead acquisition.

Armed with the tools to measure the effectiveness of any campaign in terms of likes, visits, mentions, and conversions, marketers are turning to campaigns that include sponsored blog posts, Google PPC, and Facebook Ads to create content awareness and social engagement over all things – and this may indeed be the most effective form of advertising currently available online.

The key to the effectiveness of this approach resides in building the organic side first. Paid social support is much more effective at producing results when you already have 10,000 Facebook Fans than it is at supporting the launch of your participation in a network where little engagement exists.

This is a trend that large organizations and agencies have been jumping on heavily over the last six months, but it’s a model that even the smallest of organizations needs to learn to embrace as a foundational lead generation approach.