Pay Per Click (PPC) The Basics


One of the easiest and most effective services you can offer local business is Pay Per Click marketing. This form of lead generation comes from people visiting a business’s website via paid advertising displayed on the Google SERP’s or related websites. Although the concept of PPC seems simple there are some key aspects of a PPC campaign that most marketers over look. This training will help you create and maintain an effective PPC campaign for a local business.


You will need to set the foundation of your PPC campaign.
Budget : You need to first define your budget for the PPC campaign because as an advertiser your are required to pay depending on the number of clicks. Plan your budget well and set the required amount aside for the PPC campaign. You also need to consider your management fee, which we will touch more on this later.
Keywords: For any pay per click campaign to succeed you need to choose the appropriate keywords. It is only with the right keywords that you be able to promote your small business on the internet through a PPC marketing campaign. Choosing the right keywords helps to ensure the business is ranked high in the paid results, therefore making it easier for visitors to access it, while surfing on the internet.

PPC Set Up

After you have you the foundation for you campaign it will be time to create your campaign.

Bidding: You will have to bid a certain amount you are willing to spend for your ad to be shown for a specific keyword. Bid on the keywords that gives the proper descriptions of your client’s business and the services offered. This will help to get higher conversions and get a good return on investment.

Diversity: Make sure you use different keywords for different ad groups.
In case there are various words that are related to the pay per click management project it is good to use separate keywords for the different ads. This will ensure that you get higher clicks and higher rate of conversion.
Attractive Ad Copy: Customers are always attracted to things that appeal to their eyes. You have the responsibility to ensure that your ad copies are attractive and appealing. This will encourage customers or viewers to click your ads. An attractive ad copy is a basic requirement in a successful PPC campaign.
Landing Pages:  This is one of the biggest mistakes most people make when creating PPC campaigns for local businesses. You should create exceptional landing page with a good call to action features for each ad groups you create. This will help the visitors find the products and services that you want to sell online directly.

PPC Management

Now that you have you campaigns set up you will have to start managing the ads. This is where most people fall short when dealing with PPC advertising. Creating your PPC campaign and ads is the easy part. The real work comes when you have to manage and optimize your ads throughout the month. About 80% of the leads you get will come from 20% of the ads you create. Therefore you have to constantly monitor what ads you want to display. Some ads won’t convert as well but still be costing your client a lot of money per click so you may have to stop running that ad. The easiest way I have found to monitor clients PPC campaigns is with¬†KeywordSpy.

PPC Pricing

The most common question I get about PPC is who pays for the ads. There are two trains of thought and of course it just depends on what you are most comfortable with. The first option (and the way I charge clients) is to charge a management fee and/or a percentage of the campaign cost. The second option is for you to pay the cost of the camping and charge the client on a per lead basis. I will quickly explain how both methods work.

The first method is how I charge offline clients for PPC management. To begin you will set up a clients PPC campaign and use their company card to pay the cost of all of the clicks. During this time you can also charge a set up fee depending on how many unique landing pages, ad groups, keywords etc. you have to create. When creating the PPC campaign within adwords you can set a limit on the amount you want to spend each month on ads. Each time one of the ads you created gets clicked your offline client is charged. You can then charge a management fee for optimizing the ads throughout the month. Typically I will also charge a percentage of the total advertising budget.

The other popular option is setting up the entire PPC campaign on a domain that you own and operate. You also pay for all of the cost for advertising. You will then forward all of the leads that the PPC campaign generates to your offline client. At the end of each month you simply charge client for the total number of leads delivered. This is just a pay per lead model. You are responsible for all of the initial investment both time and money. However at the end of each month you can charge your clients an above industry standard cost for the leads you delivered.

Both methods are commonly used by some of the top offline marketing companies. Both also have their pros and cons, so you may want to test each methods to see which works best for your business. Either way using PPC can add a boast to your monthly revenue.

What’s Next

The best part about PPC is that you can use as little or much of it as you want. The only limit is how much you are willing to invest in an advertising budget. Follow the strategy outlined above and create a PPC campaign promoting your services. This will help you not only with getting acclimated to the process but you can also grow you business. If you want to offer this service to offline clients then be sure to determine what pricing structure works best for you.

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