How To Get Started with Pay-Per-Click Advertising

Today, we’re going to be talking about how to set your Pay-Per-Click budget. The process of establishing a PPC budget requires knowing how your customers search, what databases they’re using to search and how you can reach your market efficiently. In this episode, Tyler and Michael discuss the five step process that will maximize your keywording, help determine market size, and allow you to set a definitive budget.

We will discuss:

1. Understanding what buyers are searching for

Making a keyword list; eliminate words based on the buying cycle
Buyer personas being data-driven
Searching keywords as your buyer would
Using the buyer-mindset to build keyword lists

2. Determining volume in your geographic area using the Google keyword

Figuring out where in the buying cycle your buyer is, based on keywords
Avoiding spending money on people in the educational phase
Prioritizing words where the intent is ready to buy now
Use negative keywords to save money

3. Assess costs to reach the entire market and picking your budget according to your goals

1st budgeting step: knowing how much it costs to reach the entire market
Keyword tool being notoriously light in traffic estimates
Educating future buyers – just not with PPC money

4. Starting advertisements

The three different types of matches for Google AdWords
- Broad Match
- Phrase Match
- Exact Match
How beneficial the data you get from AdWords is
How Google budgets your money by limiting audience impressions
Segmenting geographically with Google Keyword tool
Avoiding a “set and forget” mentality in PPC
Navigating the data you’re receiving in real-time
Partnering with a marketing agency that’s a Google Partner

5. Optimize, Rinse, and Repeat

The goal is to increase traffic, quality, and reduce cost per conversion

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