Why use PPC Ads?
Maybe you’re thinking to yourself: “Umm…why do I need to pay for ads? I’m all about that organic traffic, thanks.”
And, okay, I hear you. Maybe you think it’s not really worth it to shell out the cash for PPC ads. But let me ask you this: you’re serious about building a blog, right?
Did you know that 64% of searchers click on Google ads? Especially when they are looking to make a purchase.
So saying no to cashing in on Google Adwords could be…goofy.
However, what I don’t want you to do is waste time and money on something that won’t be profitable.
If you don’t know what you’re doing on Google Adwords…that’s exactly what will happen. That’s why I created this Adwords Guide.
We’re going to talk why and how of PPC ads: why they work and how to create them. Then I’ll walk you through the Google Adwords tutorial.
You ready to rock?
How to Research for a PPC Ad
Listen, don’t go jumping all willy-nilly into Adwords without a clue what you’re doing. You will waste your time and money and it will be very sad.
Before you start putting together ads, you need to do some research in the following areas:
Do Your Keyword Research
Step 1: Go to Google Keyword Planner and select “search for new keywords using a phrase, website, or category”.
Step 2: Under the section titled, “Your product or service”, type in your product/service. For example: fitness blog, aerobics blog, neon spandex blog…whatever. Then select “Get Ideas”.
Google will take you to a generated list of keyword ideas. Out of that list, select keywords with over 100 searches per month and write them down.
Step 3: Using some of the keywords you selected, go back to the keyword planner main page, and this time select “Get search volume data and trends” under the bottom section.
Then, enter your keywords and select “get search volume”.
Step 4: Analyze the data and pick out keywords that are low competition with high search volumes.
Now you have basic keyword research to use for your PPC ads.
Know Your Customer
Here is the number one thing you need to know about your customer: they are not looking for a product. They are looking for a solution.
Your goal is to offer an irresistible solution to the people who need it most.
Customer with specific problem + You with awesome solution = Conversions
So in order to get a potential customer to click on your ad, you need to get in their head.
It’s important to know exactly who you are targeting with your ads. That will help you determine what solution your prospective customers are looking for. The best way to do that is to create an ideal customer persona.
You can even draw a little stick figure, if you need a visual.
Here are some questions you need to ask about your ideal customer:
- Who are they? (Start basic, but also get specific)
- What challenges/problems/needs do they have?
- How desperate are they for a solution?
- How can I help?
Write down the answers to those questions next to your stick figure. That will give you a visual as you write content for your ads.
Once you know who you are talking to (your ideal customer), you can craft a message that they won’t be able to resist.
Spy on the Competition
When I say spy on your competition…what I don’t mean is post up outside their house in a tree with binoculars. Creepy.
What I do mean is this: know what other people in your niche are doing with their ads. Here’s how you can see what keywords your competitors are going after:
Type your competitor’s URL into SpyFu to see their organic and paid keywords, as well as their actual Google ads.
Use what you find out from these competitor investigations to make your own ad campaign better.
How to Craft a Powerful USP
Here we arrive to the juicy part of the Google Adwords Tutorial. This is the most important puzzle piece. We’re talkin’ about the USP.
What oh what is a USP, you ask?
In more basic terms…your USP is the thing that sets you apart from all the other fish in the sea.
When a potential customer finds you, they have three options:
- Choose you
- Choose someone else
- Do nothing
Your USP answers the question, “Why should I choose you?”
In a crowded marketplace, the key to success is differentiation. Offer the thing no one else can offer. You know who does a great job of this? Nerd Fitness.
Steve, the founder of Nerd Fitness, knew he had to stand out in the jam-packed world of fitness. So he went after a super-specific target market and offered them something totally irresistible.
A workout plan that references Star Wars? C’mon. He nailed it.
Steve was able to make his company stand out and, as a result, has been wildly successful. So when you’re coming up with your USP, here are some things to ask yourself:
- What are my core strengths?
- How is my product or service different than everything else out there?
- What unique value do I bring to the table?
I love this illustration from the KISSmetrics blog:
“Fresh hot pizza delivered in 30 minutes or less, guaranteed.”
Where have you heard that line before? That’s Domino’s Pizza’s USP, and they used it to build a billion dollar empire. They don’t claim to be all things to everybody.
In fact, they don’t even mention quality ingredients, price, or taste. They focused their entire business on the one thing their customers care about most – fast, on-time delivery.
Picture some college students late Saturday night with the munchies, and you’re looking at Domino’s Pizza’s ideal customer avatar.
How to Create a PPC Ad
You’ve done your keyword research, you’ve built an ideal customer persona, and you’ve scoped out the competition. You’ve come up with a powerful USP.
Now it’s time to throw all those ingredients in the pot to create an ad in Google Adwords.
First things first: let’s talk about AIDA.
AIDA is a quick-and-dirty (and super successful) formula for writing ads. I didn’t come up with it, it’s a formula all the best copywriters in the world use. And it works for them, so it will work for you.
I’m going to walk you through how to use the AIDA formula when writing content for a PPC ad.
To make life a little extra exciting, Google AdWords only allows 25 letters for a headline and 70 letters for the body text.
That means each word needs to pack a punch!
Headline: the headline should have your keywords, and should be directly targeted at your ideal customer.
Body: this is where you present your USP. Make yourself stand out in such a way that you are irresistible.
LOOK AT THAT. A 95-word ad that attracts attention by piquing interest with a bold claim, creates desire to get the secret, and tells the reader exactly what action to take.
AIDA is the best.
Google Adwords Tutorial
Now it’s time to launch your ad! Get yourself over to Google AdWords. Sign up using your existing Gmail account and your blog’s URL.
Google does a really good job of walking you through the process, but just in case…
Step 1: Set your budget. Your budget is how much you are willing to pay per day for your ad.
Step 2: Choose a target audience by picking locations and networks for your ad to appear, as well as picking your specific keywords (these will be the long-tail keywords you researched before).
Step 3: Set your bid. Your bid is how much you are willing to pay for each click. You can let AdWords set your bid for you, or you can set it manually.
Step 4: Write your ad content. (Using AIDA and your awesome USP.)
Google will handle the rest, and you can edit and add additional ads from your AdWords dashboard. Okay. Your ad is ready! Now, one more thing before I let you go…
Don’t Forget Your Landing Page
You can have the best PPC ad in the world, but if it leads to a page that isn’t set up to convert, you’re basically screwed.
If your ad just leads to your homepage, you run the risk of losing your potential customer. Why?
The purpose of your homepage is to explain your business. It probably doesn’t correlate to the ad that customer just clicked. If your ad leads to your homepage, you could end up with a lot of confused potential customers. Don’t make that mistake.
Create a landing page that matches the keyword and the ad. The entire sales process needs to be congruent so your potential customer is continually reassured he’s going down the right path.
Need to know how to make a landing page? GREAT news! I wrote a guide for those, too:
So there you go….
- Research keywords, your customers, and your competition before you put together an ad.
- Craft a powerful USP to set yourself apart from everyone else.
- Use the AIDA model as the building blocks for your ad content.
- Use Google Adwords to build and launch your ad.
- Don’t forget to create a landing page that is congruent with your ad and keeps your potential customer on the path to conversion.
Now get out there and make some PPC ad magic!