By Lindsay Keller
Sep 14, 2011
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Matt Van Wagner, Paid Search Fundamentals presenter at SMX East, is President and founder of Find Me Faster, a search engine marketing firm based in Nashua, NH. As a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies, he gave some insight into the basics of how to purchase placement from the major search engines for pay-per-click (PPC) advertising and some best practices for success with your PPC ads.
One great thing about PPC is that your investment in PPC Ads is measurable. A key point that you should keep in mind when creating a PPC campaign is that PPC and SEO are complementary. With PPC you can get going quickly and discover what words convert in the process and relay those results over to your SEO startegy. Also, with PPC you can manage risk of algorithm changes and there is a predictable, dependable flow of traffic. With PPC you can control the message that users are seeing.
Elements of paid search include:
Display Ads are ads that appear on a related site, which ideally are closely related to the content you are reading.
You do not have to bid the most to get the top position, as long as your keywords, ads, and landing pages are relevant. Relevancy, along with other factors, such as the click-through-rate, is what Google uses to determine the Quality Score. Google then generates Ad Rank by multiplying the Quality Score by the Max CPC Bid. The best ad position varies for different companies. In general, the higher your ad appears, the more clicks you get and the more you pay.
Questions to ask yourself before creating a Pay Per Click Advertising campaign:
Keywords are what you bid on and queries are what users type into the search box. Keyword match types include:
What words do other people use to search for you? When creating a keyword list for your PPC campaign make sure to include:
The smaller and tighter the ad groups you have, the more success you will have with your PPC campaign.
Some tips for creating ad copy from Matt Van Wagner include:
Sometimes you will need to write ads to filter clicks as opposed to attract the most clicks.The default on Google and Bing serves the ad copy that will attract the most clicks, but you want to focus on conversions, so make sure to utilize the new ad serving option in Google to optimize for conversions.