Welcome to part two of our introduction to PPC – not read part one yet? Read them in order – y’know it makes sense y’all

So last time we gave a brief overview of what PPC is. Today we’ll be looking at the planning stages you should go through prior to setting up your PPC Campaign.

Before you rush straight in there creating your account, picking keywords, creating ads and so on, it’s a really good idea to take a step back and look at the bigger picture. Now’s the best time to get your house in order.

So what do you need to do first?

Decide what you are trying to achieve…

Now this might sound obvious, but it’s a really important step. Depending on what sort of business you run you might be looking to achieve one or more of the following:

1. Sales / Purchasers
2. Leads
3. Email sign ups
4. Whitepaper downloads
5. User registrations

This is by no means an exhaustive list, your own objective(s) might be different – but now’s the time to decide.

Check your website & internal processes are up to the job

All too often we see clients whose PPC campaigns have been ill-fated from the start, simply because their websites and/or their internal processes weren’t set up to fulfill their objectives.

You need to get this sorted out now. As soon as your campaign’s up and running you’ll be spending money, and that money will be wasted if your website or your internal processes aren’t up to scratch.

For example if you’re running your campaign because you want to generate sales leads – here are some key things to double-check:

1. How can visitors register their interest in your product or service? If they need to complete an online form, does the form work? Is it easy to complete, or does it throw back endless errors? Does it ask for more information than you really need?
2. Where do the completed forms go to – make sure they don’t get ‘lost’?
3. What happens with the completed lead forms? How are they dealt with internally? Does just one person deal with the leads? What happens if they’re not in the office?
4. Are there other routes to conversion? E.G. can visitors call you to register their interest? How are you going to track that? How will those leads be dealt with?
5. How are you going to monitor how many of the leads turn into sales?

We really could go on (and on and on) about this – but I’m sure you get the general idea.

Think about what you can afford to pay per click

Again – this really is fundamental. So much so we devoted a blog post to the subject. You don’t need to set this in stone right away, but it is worth thinking about this now.

Agree Budgets

When you first start a PPC campaign it will be a steep learning curve.

It is unlikely that from the get go you’ll have a profitable campaign. You’ll need to test and learn as you go. You’ll also need to get commitment from others to do likewise.

As such it’s a really good idea to agree a budget from the outset. Ideally you should also gain agreement as to how long you’re going to give the trial. When we take on a new client we ask that they sign up for a minimum period of three months. This allows us to iron out kinks in the campaign, test, get rid of the bits that don’t work, maximise the bits that do and so on.

Above all, make sure that everyone’s comfortable with the budgets which have been agreed.

So, plenty to be getting on with

Next time, we’ll be looking at setting up your PPC campaign – same bat time, same bat channel (or something).

Image credits Cliff 1066 & goat_girl_photos.

Well, hello there and happy Friday!

Welcome to our new feature. Each week we’ll be bringing you a round up of some of the best blog posts/articles we’ve read relating to Search Marketing – so here goes!

SEO

Stephan Spencer (via Search Engine Land) rants about a site which despite being ‘unfriendly’ to search engines, still ranks well.

Small Business SEO

Sugarrae (Rae Hoffman) wrote an excellent post on how small businesses might increase their online presence. She’s used lawn care to illustrate her example, but the ideas can easily be applied to any business.

Search Engines

Google Searchology 2009, saw the launch of some new developments – Google Search Options, Wonder Wheel, Google Squared and Rich Snippets - see Matt Cutts’ thoughts and Danny Sullivan’s Live Blogging coverage.

Blogging

Preparing to launch your blog? Or maybe just considering your options? Don’t miss Lucy Langdon’s fantastic blog launch checklist on SEOmoz.

Social Media

There’s been a whole lot of noise about Twitter, but I couldn’t agree more with Dr Pete’s post about the real power of Twitter on SEOmoz.

Jennifer Horowitz talks us through the seven deadly sins of social media - check yourselves boys and girls :)

Web Design & Usability

OK, so this post wasn’t written this week, but I think it’s fantastic. Dr Pete’s created a really rather marvellous cheat sheet to designing a usable website. The man’s a genius.

PPC

Joe of PPC Hero wrote a great post about broadening exposure on the Google Content Network - now many advertisers elect not to run on the content network, but for some clients we’ve seen some really good results – if you’re thinking about trying it yourself, it’s a must read.

Aaaannnnd Finally, Friday’s Funny

Well there;’s not much point in doing this if we can’t make you smile. 1000 Awesome Things is a blog – where in, as the name suggests they count down 1000 awesome things. Kinda like a daily reason to be cheerful – enjoy and have a lovely weekend.

Is there something I’ve missed? Hit up the comments

Puzzled by PPC?

Don’t feel bad, whilst the overriding concept is simple, in practise PPC Campaigns can quickly become complicated.

But don’t worry, we’re here to help. Over the next few weeks we will be running a series of posts designed to give an overview of what PPC is all about, and give some handy hints and tips to improve your campaign along the way.

So, first things first. Are you sitting comfortably? Got your tea / coffee / water / G&T? Then I’ll begin.

What Is PPC?

PPC stands for pay per click. You might also see PPC referred to as Paid Search – it’s all the same thing.

So, you know what it stands for, but what does PPC mean? Well it’s advertising. Now where PPC differs from traditional advertising is that you are only charged when someone clicks on your ad (hence pay per click) rather than being charged for your ad to appear.

The PPC Model was created by Bill Gross, founder of GoTo.com (which later became Overture, and is now part of Yahoo) in 1998; and Google began offering PPC in 2002. PPC really changed the landscape of advertising on the internet – as prior to it’s inception most online advertising was based on ‘impressions’ – i.e. how many times the advert was viewed.

Why is there so much hype around PPC?

On the face of it PPC looks really good. PPC ads appear on search engine results pages, so effectively you are putting your message directly in the path of those looking for your products or services. As such – it’s a very powerful model in terms of targeted advertising. However, a poorly managed PPC campaign can burn through money and offer little in the way of return.

Which Search Engines Offer PPC?

All of the major search engines offer PPC advertising. however each search engine’s PPC programme has it’s own little nuances. We run campaigns for our clients on Google, MSN and Yahoo – however not all clients elect to run campaigns on all of the search engines.

Which Search Engines Do People Use?

In the UK, Google is strongly favoured – for the four weeks ending 9/5/09 Hitwise rank the top five search engines (measured by volume of searches conducted) as follows:

Google (.co.uk)   77.37%

Google (.com)   13.26%

Yahoo   2.86%

Ask   1.65%

Live (MSN)   1.49% 

As such, you can see that by advertising on Google alone you can capture over 90% of the searches completed in the UK. Therefore many clients elect only to run their campaigns on Google.

The UK PPC Market

According to the Internet Advertising Bureau:

So, PPC continues to grow – but how do you take advantage of this potentially powerful media without getting burned? Be sure to check out the following posts in the series – we’ll be talking you through the processes we implement for our clients, so you too can create a PPC Campaign that really works for you.

Image credits jhritz

When I’m creating a new paid search campaign for a client things often grind to halt when I try to talk to them about maximum bids.

 Firstly for the uninitiated – a definition:

The maximum bid is the most you are willing to pay for a click from a given keyword.

So how do we go about calculating a maximum bid?

To be completely honest there are any number of ways. In an absolutely ideal world you’ll already have the following data – then calculating maximum bids is easy-peasy.

Average Spend

This figure might be the average spend per web transaction; or if customers tend to repeat purchase you might decide to use average annual spend, or even average lifetime value

% for Marketing

This figure is entirely up to you – what proportion of your customer’s spend are you willing to use on attracting them? Let’s imagine you run a site selling clothing. Your average customer spends £100. Now how much of this are you willing spend on getting the customer in? £5? £10? Make sure it’s a figure that you’re comfortable with.

Conversion Rate

To calculate your conversion rate divide the total number of visits to your site by the number of visits which result in a purchase.

Using this data you can calculate a maximum bid as follows:

‘Maximum Bid’ = ‘Average Spend’ x ‘% for Marketing’ x ‘Conversion Rate’

What if you don’t have any of this data?

For a brand spanking new site, of course you won’t have any of this data. I’d suggest in this instance to simply make some reasonable assumptions about the above figures. Once your campaign starts and you begin to get some real data you can always tweak your bids.

Image credit ansik