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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