David Byrd, CMO, ANPI  – dbyrd@anpi.com

I hope everyone had a sage and relaxing holiday!  Once again, my name is Malachi Threadgill, Director of Internet Marketing for ANPI.  Periodically, I like to hijack David Byrd’s Blog to discuss digital marketing strategy and concepts for agents and partners.

If you haven’t had a chance, please review Lesson 1, and Lesson 2 before proceeding.

Today, I’ll be discussing how to launch a small PPC campaign for your local market.

 Determine acceptable Cost-Per-Lead

  • As a small business, you are more than likely participating in various forms of advertising, including yellow pages, to Valpak, or other marketing activities.  From these mediums, you should have a basic understanding of your CPL or CPA.  By understanding these values, you will be able to determine your success or failure rates for PPC marketing.
  • An example for a customer signing up a customer-
  • Budget – $1,000 / mo (20 days)
  • Average Conversion Rate: 5%
  • You should receive ~ 50 leads per month.

Research your keywords. 

  • You should already have a keyword list defined for your organic strategy.  Focus on the keywords that are already driving the correct traffic to your website through SEO.  Potential customers generally believe that websites showing up at the top of search engines (organic or paid) are the best companies for their search.  Google has a fantastic Keyword Tool to help define your list even further.
  • Now that you have your “good list” it’s time to create the negative keyword list.  These are words that may drive traffic that has little to no chance of converting into a sale. Some examples include free, news, about, etc.  (you should be monitoring your keywords that drive traffic on a weekly basis and add to this list regularly to continue to optimize your campaign.)

Refine your landing pages

  • It is important to control your messaging with PPC campaigns.  The best and easiest way to handle this is to create landing pages specific to your PPC campaigns.  Most importantly, include a phone number and contact form on this page!
  • Here is a checklist for landing page creation.

Track your conversions

  • There are multiple ways to track your conversions including using Analytics and AdWords tracking tools.  I recommend utilizing both systems to insure you’re able to track conversions to a granular level.  Additionally, I highly recommend setting up your contact forms to include email notification when someone fills out a form.  This will create a sense of urgency and insure leads are contacted quickly.

It’s all about the copy.

  • For your Ad Copy, you’ll have ~ 160 characters to send a message and generate a click.  Talk about your product , include your target keywords, and include a “call to action” to encourage clicking.  Think “Call Now”, “Start Saving Today!” etc.  Try multiple ads with varying copy and A/B  test the heck out of your ads.  You’ll be surprised what converts and what doesn’t.
  • Think Attention, Interest, Desire, Action

Directly from Google

- The headline should grabs users’ attention and make them aware of your offering.
Description line 1 should spark users’ interest in your offering.
Description line 2 should develop a desire to obtain your product or service.
- And finally, the Display URL should consolidate a user’s decision to take action.

That’s about all the time I have for today.  I’ll continue blogging periodically for David and have really appreciated the comments from the community.  If you have any questions or would like me to talk about anything specifically in the future please let me know!

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