A Learner’s Guide to PPC for Startup Marketers

Sep 16, 2014
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We have talked a lot about PPC in our previous articles such as how it is better than traditional advertising, how to achieve a better ROI through it, how to conduct a successful PPC campaign, the worst PPC mistakes & resolutions, how PPC and SEO is inter-related, PPC tips and a lot more.

However, I think we haven’t talked about how PPC can help and how it can be better utilized by startups yet. This is why this article is completely dedicated to all those startups looking to get started with PPC as it will tell you in detail about aspects of PPC that startups can pay attention to while putting together campaigns in order to develop more impactful ads while they’re building their new business. Let’s go through them one by one.

Describe your objective as specifically as possible

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Like it’s important to have a well-defined explanation of your goals for any other thing, is important for PPC marketing as well as this is something that acts as the foundation for everything you do onwards, even dealing with the failures. It helps you align you efforts well with your goals.

Talking about PPC, the first thing that you need to do is to answer a few questions before creating your advertising plan. Mainly, there are three things that need extra attention-your startup, your prospects and of course your spending.

So when it comes to creating a blueprint for your startup, make sure you have a clear idea about what you offer, what makes you special and where do you offer your product. Define them as specifically as possible.

Second thing is your prospects and for defining these goals find out who is your target audience, where are they and what actions do you want them to take such as to register, to make a purchase and so on.

Now comes your spending for which you clearly need to answer a few questions such as what isyour budget, how much do you plan to spend on PPC every month, how much do you want to pay for each customer acquisition, sign-up and so on.

The idea is the more specific your answers to these questions are, the more effective your PPC advertising will be. So, before you do anything related with campaign and keyword research, get your basics clear.

Build up a comprehensive keyword inventory

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As we have discussed in our previous articles, long-tail phrases are best ones to go after when it comes to keyword selection, especially for startups. They are not only highly targeted but also more cost-efficient than those highly competitive phrases.

And, you know what? After you have the answers for all the questions we talked about just now things become far easier. After you have gathered sufficient data about broad phrases related to your business, carry out some research and find out some of the long-tail searches related to those terms that take place every now and then.
Moreover, you always have Google’s Keyword Planner at your disposal to find out which long-tail terms are best for your PPC campaigns.

Study your competitors well

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Your third step would be to carry out a competitive analysis so that you can identify opportunities. Squeeze out some time to analyze your competitors and find out whether they offer a benefit for which you present a strong differentiation or not, or is there a keyword missed by you that they are bidding on, how different are their ads & landing pages from that of yours, etc. this analysis will give a better insights on various effective acquisition tactics adopted by others in your market.

However, while doing so, make sure you don’t end up wasting time in analyzing those who aren’t your primary ones as analyzing those who are thriving in your market will certainly give you better insights on the most effective tactics to be adopted and when.

Keep an eye on your conversions since the day one

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The most appealing fact about digital marketing is that you can measure it at its every part and PPC being one of its components offers same. So, if you really want to make most out of what you are putting in it, you must implement conversion tracking throughout. Starting from the day one of your campaign’s launch till the time you stop doing ( if), make sure your conversion tracking is on as this will help you settle on what investments led to conversions so that you can optimize your spend. Moreover, the data that you get from this measurement not only helps you run your PPC campaign effectively but also gives you a clear picture about your target audience and helps you adjust your messaging accordingly on various platforms.

Moreover, you have this conversion tracking tool called Google AdWords Conversion Tracking or Google Analytics Conversion Tracking that you can make use of right from the start. So, make sure you run your PPC campaigns blindly.

Keep on fine-tuning your PPC campaigns, even your skills

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PPC is extremely dynamic and always has new updates and features, so can say you have to be on your toes at times but then if your work like a real pro, things would of course be different. So, do as much as research as possible, keep learning from expert, do whatever but keep yourself informed and updated with the latest.

Besides, you can also make use of a bid management tool in order to optimize your PPC campaigns automatically and give more attention to the optimization of your ads, landing pages, etc. in fact, there are so many bid management providers who offer a free trial and so you can test whether you feel comfortable using the solution or not and then make any investment in it.

Afterword

With careful contemplation, considerate development, and the right hacks, PPC advertising can be a useful resource investment to get startups off the ground in conjunction with their other marketing campaigns. Just make sure you pay close attention to your PPC campaigns to benefit your results and budget eventually. Don’t just set it and forget it.

Note: – To know about tips to reduce cost-per-click and optimize Google Adwords campaign, read our article here where we have explained it in detail.

Important!

PPC advertising is just one of the 15 components in DSIM’s advanced digital marketing training program wherein you will learn A-Z of PPC advertising that too with in-class hands on practical exposure. For more details you can download DSIM’s course curriculum or view the following image about all that is covered under PPC advertising, Google Adwords.
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