PPC 101: Where Do I Start?

By: Lauren Baldridge

If you are interested in seeing more immediate results from online marketing, pay-per-click advertising (PPC) is the way to go. Of course you pay for that instant gratification, thus the name “Pay” Per Click.  Fees are based on the number of clicks not to exceed your overall balance for the ad that was placed.

The tool most highly regarded for PPC is Google AdWords, which allows you to place your business, an ad copy of up to 70 characters, and other information in front of your target audience. In fact, you can narrow your target audience geographically, by cities or states or expand the ad to target various nations. All Google ads are optimized for mobile and use geolocation on mobile phones.

To get started setting up a Google AdWords Account, you only need basic information such as your email address, the website URL, locations you are interested in targeting, and products and services.

The next step prompts you for the ad copy. There are 3 lines of copy:

  1. 1. Ad Headline- up to 25 characters, highlighted in blue, typically includes company name
  2. 2. Ad Copy Line 1- up to 35 characters, located directly under the URL the ad will be directed to if clicked upon, typically includes descriptor about company
  3. 3. Ad Copy Line 2- up to 35 characters, typically where the Call to Action is located in ad copy

It is essential that you have a call to action in your ad copy with words such as purchase, call, order, visit, sign up, or contact.

The fourth and final step involves setting your budget. According the product or service you declared in Google AdWords, Google will prompt you what the average monthly spend is for potential competitors in that product or service area. You set up a payment method and review your ad.

The entire setup process takes about 10 minutes, assuming you have decided on your locations to target and have the ad copy written. Congratulations, you have just taken the first steps into beginning your PPC service!

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