Consider this before getting started with a Blog PPC campaign:
Click costs can range from .10 cents to $20 a click. These costs are set based on the popularity of the keyword. As a general rule, broad keywords are more expensive than specific keyphrases. For example, the keyword ‘health care’ would be more expensive than ‘health care for children with allergies’.
Google uses your click bid to determine your ad’s placement on the search page, the higher the bid the higher the position on the search page. However, Google will give a high performing ad with a high Google score better positioning even if the advertiser bids lower than other advertisers.
Budget is the key factor for choosing PPC to attract readers. If your blog is already earning revenue, investing a percentage into PPC is a smart move. Your investment could uncover a low-cost pool of interested reader.
On the other hand, PPC can get expensive quickly if you aren’t earning revenue, or you bid too high for visitors that can’t be converted into buyers.
Ad design testing is essential to PPC success. Running a single ad is a risky and wasteful strategy. Its very likely that your initial ad will fail. Sticking with it will eat up your budget and show Google that your ad is a poor match for it’s audience.
Your goal should be to create at least 3 versions of your ad. Also, set aside resources to continually create and test new ad designs. Once you’ve found a high-performing ad (measured by Clickthrough rate or CTR), try to beat the ad with new versions.
Google’s goal is to deliver relevant web results for organic search and ad clicks. Google evaluates your ad’s landing page to decide if you are delivering relevant results. Your landing page is the page the user visits directly after clicking your PPC ad.
Excellent landing pages satisfy the reader’s search query. They stay on the page and convert into a subscriber or customer. If the reader immediately hits the “back” button, Google marks the page as being irrelevant. This mark is factored into a Google Score that describes the pages’ relevancy.
Landing pages with high Google Scores get perks. Advertisers with high Google Scores can pay less for higher positions. Low Google Score advertisers often are “slapped” with cost-prohibitive click costs of $10 – $20 per click. Google will take your money, but they are sending you a signal that they don’t want your business.
Like Ad Design, be prepared to rigorously test your landing page designs. Your landing pages should immediately deliver information directly related to the search keyword. Landing page text should include the search query to convince visitors that your page is relevant. Simply, your landing pages should satisfy the searchers question and hold their attention.
Tip: It’s a bad idea to send PPC visitors to your blog homepage. Blog homepages are general and feature the latest post. They aren’t designed to be specific landing pages for specific keywords. Don’t start a PPC campaign until you create dedicated landing pages for your campaign.
Use a landing page Plugin like Premise or Unbounce to create effective landing pages quickly. Also check your blog page templates. Many blog themes have a “landing page” template that you can customize.
Should You Try PPC?
Does your blog efficiently convert readers into customers? Do you know how much each blog customer costs to attract or your Cost Per Acquisition (CPA)
For example, assume that you sell hair care products. You attract readers with blog posts showing how to create $600 celebrity hair cuts at home. You have a Celebrity Hair Cuts ebook and video course that sells for $97.
You have a 1% sales rate or 1 sale for every 100 visitors to your blog.
In this situation, you have a CPA of .97 or you will break even if you pay .97 cents a click. You earn a profit if you can purchase clicks for lower than .97 cents.
Wait to start PPC advertising until you can pinpoint the CPA for your product.
Also, wait to start PPC advertising until you have a product/service that earns revenue. Simply paying for visitors without hope of revenue is simply forking money over to Google. You’ll be better off buying Google stock.
PPC Cheat Sheet:
- Set aside $100 to test PPC
- Create your Google Adwords account and fund it with $100
- Use the Google Adwords keyword tool to find keywords your audience uses to find your blog. Be picky. Look for keywords that attract at least between 10 – 100 searches per day.
- Group your keywords into individual ad groups. So our hair dresser would group her keywords into “Hair care products”, “Hair Care Tips”, “Hair Style How To”. Add 5 – 10 keywords into each group. Make sure your ad groups contain keywords that are closely tied to the group.
- Create a landing page on your blog for each ad group. The Hair Care Tips ad group gets a landing page the focuses on Hair Care tips. Go one step further and add a opt-in form for a free Hair Care tips worksheet or email course.
- Create 3 ads for each Ad group. Each ad should simply state what the searcher will get once they click the ad.
- Run the campaign. Set the campaign to end when the $100 has been spent.
- Review your numbers. Which ad groups did the best? Which ads in the ad group were clear winners? Which keywords pulled the most visitors.
- Use the data to eliminate poor performing keywords, ads, and ad groups.
- Figure your CPA and decide if you want to continue testing.
PPC Advertising isn’t easy but it can be extremely profitable if you are diligent and creative. Let’s talk about it in the comments.