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Step 2 - Identify Clearly Your Audiences or Potential Customers based on Your Services or Products
Who will be looking for your products or services? Who will be clicking on your Google Adwords, Overture (Yahoo) or other pay per click ads? It is because your PPC audience will be different from the natural search audience or from visitors you get from other channels.
Step 3 - Categorize Your Services or Products based on a Commom Theme
Create different Ad Groups or Categories with keywords and ad copies that based on a common theme. So later, you can research related keywords (the below Step 4)
and create related ad copies (the below Step 5) for each Ad Group based on the different theme in order to get target the right audience without worrying about irrelevant traffic. For example, if you sell vehicles, you can categorize them by the different theme such as luxury cars,
family cars, sport cars, sedans, and sport utility vehicles and so on in order to generate the high quality traffic (relevant traffic) for each Ad Group and increase the sales without costing for irrelevant traffic.
Step 4 - Research Niche Keywords
After step 1, 2 and 3, you will probably identify what keywords deliver the most relevant traffic for your website (especially for each your Ad Group as I mentioned above). You can research the keywords in search term through Google Keyword Tool, Overture Keyword Tool or WordTracker Keyword Tool
You might also need to use negative keywords to reduce irrelevant ad impressions and they also help the PPC campaigns increase "Quality Score"
Step 5 - Write Creative Text Ads and Develop Landing Pages
You will need to create your ad copies. Please remember that the purpose of the PPC ad is not only to get as many people to click but also to make sure that the right people click on it because obviously you don't want people who are not interested in your services or products click on it.
In addition, you will also need to make sure your landing pages must be relevant to these ad copies and optimized search engine friendly to increase "Quality Score" determining your minimum CPC (Cost per Click) bids.
Step 6 - Manage Your PPC Campaigns Daily
You will need to monitor of your PPC campaigns such as the performance of CTR (Click through Rate), CPC(cost per click), conversion rate and so on daily as PPC Advertising is very dynamic and the trend is changing so quickly.
After monitoring, you will optimize the PPC campaigns based on the performance. Have you ever heard auto-bidding management? I strongly recommend that you don't have to rely on the auto-bidding management by the third software providers or PPC agencies. It is because the auto-bidding management systems are just dump that they are just ordered by the fixed math criteria.
In other words, they are not flexible for dynamic markets. The best way is that the PPC campaigns need to be optimized by you or experts directly instead of using softwares.
Of course, the above 6 steps are not all of them for starting PPC campaigns successfully. There are much more things to do, optimize and manage. As I have strong experience in developing a PPC System and I am also a Qualified Google Advertising Professional, I would like to say
"PPC Algorithm is very similar to SEO Algorithm such as "Quality Score". However, the Insights of PPC are completely pure marketing if comparing to SEO that has more technical issues. As a result, if you understand both Internet marketing and PPC algorithm, you will successfully manage the campaigns cost-effectively and efficiently.
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Step 1 - Choose the Appropriate Keywords
Develop keywords and keywords phrases that relate to your website, products and/or services.
Step 2 - Develop Web Pages
Create pages that are attractive to visitors which also provide them the information they are looking for.
Step 3 - Write Content Incorporating These Keywords
Develop content for these web pages that incorporate the keywords researched in the above Step 1.
Step 4 - Structure Your Site Using These Keywords Search Engine Friendly
Keep the keywords in mind from the above Step 1 structure your site using title tags, alt tags, anchor text and meta tags so that they relate to these keywords. In addition, also keep in mind that most of search engines don't understand Flash, JavaScript, Dynamic Link and so on. However, if the site must to be used by them, there are still other solutions.
Step 5 - Ensure Your Site Is Indexable by the Search Engines
Ensure that search engines spiders such as Goolebot can index your site. For example ensure that 301 redirects are search engine friendly.
Step 6 - Ensure Your Website Is Linkable
Make your site attractive and relative to your business or organization so that other sites will provide links to your site. Make sure you have a links page so that you can return the favour.
Of course, there are much more things to do for SEO than the above 6 steps. For examples, your Title and Alt tags should be descriptive and accurate, the pages from your site should be included in search engines' index, all broken links should be fixed, all redirects should be search engine friendly,
the number of important keywords should be added probably (proper keyword density) for each page, keeping search engines informed about your new web pages or updates by using sitemaps, building your relevant links in order to increase PageRank and so on.
Although there are so many things to optimize for SEO purpose, the most important things to know about SEO are the attractive and good contents for the users who are looking for the information and the right keywords for the contents.
It is because many Search Engines such as Google prefer to identify websites with good content and reward them with high rankings.
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Contact Justin Jung, SEM Expert at Justin@SEMexpertise.com or by completing the following form
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