Direct Mail Kansas City
Free Guide to Local Pay-Per-Click Advertising
Part IV: The Basics
THE MOST IMPORTANT THING TO KNOW ABOUT PPC ADVERTISING CAN BE SUMMED UP IN ONE WORD.
RELEVANCE
Your ad MUST BE relevant to the search query. If not, your account will suffer, and any attempts to be successful with PPC will fail.
Being RELEVANT means a higher CTR (click-through-rate).
Which results in better positioning relative to your bid.
Which results in an even-higher CTR.
And so on.
Advertising to people who aren't searching for your product(s) or service(s) will NOT work with PPC. If you want to do that, then I would suggest using a mass-medium such as magazines, newspaper, radio, television, direct mail, etc.
Anyway, in order for PPC to work, you need to be relevant. This means that you must have the right KEYWORDS. Keywords trigger your PPC advertisement. When people type something into the search query box, this is known as a KEYWORD. If I do a search for "plumber" then this would be a KEYWORD, and it will trigger all ads from companies who have this keyword in their PPC account. A keyword can be a single word, or a collection of words.
There are four types of keywords. We will explain the differences later:
broad match
"phrase match"
[exact match]
-negative match
Each collection of "related" keywords will be stored in a single "ad group". An AD GROUP is a group of keywords that will trigger a single advertisement.
A collection of related AD GROUPS are all stored in a single CAMPAIGN. Multiple CAMPAIGNS are what make up an ACCOUNT with the PPC company (i.e. Google).
Part V: Sample Company Set-Up
For the purposes of this guide, I am going to use a carpet cleaning company as the example. This will help you understand each of the above-mentioned terms.
Let's say I have a carpet cleaning company called "Eco-Pure Carpet Cleaning" located in Olathe, KS (a suburb of Kansas City), and I want to advertise via PPC. First, I need to determine when I want to advertise - that is, when do I want my ads to appear?
First thing to figure out is what does my company do? Let's say our primary services are carpet cleaning, tile and grout cleaning, hardwood floor cleaning and restoration, and laminate floor cleaning and restoration. These are going to be our basic AD GROUPS. We will have related KEYWORDS in each of the AD GROUPS.
Now, where do we offer our services? We do work around the entire Kansas City metropolitan area. This is going to define the GEOGRAPHIC AREA where we want to advertise, which we define in the "settings" portion of the CAMPAIGN.
Are there any specific searches that might require a separate AD GROUP, where we might want to advertise more aggressively? In our case, we have a specific system of carpet cleaning that is "dry", and it is also very environmentally-friendly. So, we might create AD GROUPS for "dry carpet cleaning" and "green carpet cleaning".
Are there any name-brand competitors that people search for by name? Yes, there are a few. So, we'll put them in the "competitors" AD GROUP. ***Please note: Using a trademarked name as a keyword to trigger an ad may be illegal. If you wish to use a trademarked name as a keyword to trigger your business' ads, please consult with an attorney.
So, let's review how we're going to organize our ACCOUNT. The account name is ECO-PURE CARPET CLEANING. Our first CAMPAIGN is going to target the entire Kansas City metro area, and let's say we're going to set a budget of $50.00 per day (we'll discuss budgeting, max CPC, and other details later).
We are going to put all related KEYWORDS together into AD GROUPS. Multiple AD GROUPS are what will make up our first CAMPAIGN.
Now it's time to define our KEYWORDS before actually setting up our CAMPAIGNS and AD GROUPS.
About the Author
To read the rest of this free guide, or to download the PDF, please visit the Four Eyes Group blog at
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marketing ideas for child-proof business in Illinois?
my friend is trying to start a child-proof business, offers wholesale minor products with the option of the installation. who has tried to temper sales for the names of people around with young children and has advertised directly, however, this represents only a small return. Most stores will not allow any business cards or flyers to be placed in interior. tried to stop a couple brochures leaflets OB / GYN offices, but it seems that the staff really do not keep them for long. has surfed the Internet and published everywhere but would think that would be associated with this type of service and has even created a website. However, most people do not even know this type of business there, so ... other than standing on a street corner and attacking anyone who comes for a stroller, does anyone have any other ideas? Thank you.
Your first priority is to learn what you want. Many businesses fail because they do not really know what they want, and then can not establish a system to quantify if successful or not .... so ... what do you want? Would you like all mothers in the United States to buy their products? And if so, how is that going to happen? How will leave your competitors to take over your business. How will you manage to create a business within your industry that not only allows the expansion (I'm assuming which is necessary given the limited return per item), but also their own culture (needed if you want to keep their customers and not lose the competition)? Me like to focus on your first website, which is an inexpensive way to create expansion and voice in their products in almost any cost. Try this: think of your business as ridiculous. Think about your products and exaggerate them. I honestly do not care about the appearance of the children in your business NOW. We think of the mothers here. As mothers, is their nature to exaggerate the welfare of their children. So show them that risk prevention does not make sense. My immediate idea for you would be to connect the car with a lot of ridiculous things with words saying: "The roof of my car is plated with product X because 99% of all car accidents children come from tree branches falling on the car. "I mean, go crazy with this. It is necessary that people have a relaxed attitude of your business, and do not feel driven (as the people of OB / GYN sense) in advertising for you. Can not find people to do advertising for you. You need to advertise itself. Step 2: TAPE ridiculous nonsense all their products (false), and load videos on your site. You are not going to sell products by putting them on a website and expect people to buy them just look at them. My idea is two columns: a fake and a real product, and labeling of each video as a result, with a link to the page from the sale of actual product. ALSO: As a concerned mother - to create a podcast about the care of children, and implement it in your website. This is their culture. You have to think on its website as an extension of its largest business model, and you have to think about his life as an invitation to your website. Also: just for fun references and a few - to stay away from sales of Genie. If you want targeted ads, send a comic with a political representative. If you can laugh will talk about it. Do not leave brochures at the gynecologist more. Pass them mothers with strollers in the street. And do not sell. Invite them to your culture. Invite them into your page web. If you own a business, I'm sorry to say, we must be aggressive in business, not for business. Tell people about your products are not sold. You have to get your funny bone, alias, his emotions. And in this day and age, the images do not work. Video does. So pump up their cinematic skills see what happens. That's my opinion anyway quickly.
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Would you hire me? I am a freelance writer, and for two years?
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Mother, if you have skills as an editor you can create your own income. I http://www.michelfortin.com/ frequent and perhaps join your membership site, thecopydoctor.com. You can produce immediate income by creating a WSO (Warrior Special Offer) in warriorforum.com. You need an account first and need to contribute to the board before running a WSO, but .. there is an urgent need for editors. If you offered to do a sales letter for $ 120 to $ 500 sales will get there. Build your business by referral and, of course, using their writing skills. Here's the thing, not position in the minds of others as "needing work" or "desperate for money." That is a major departure. Instead turn your writing skills and speak up. From a position of strength that will do well. Another person to side with Ray Edwards is also http://rayedwards.com/ ... For that copyright as a ghost writer for someone with a lot of business, Eric Louviere approach. It gets the job, farms, then checked again to make sure that in his style. He may want you to take your first course, but worthwhile. http://www.ericlouviere.com/
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