How to Get Started with Paid Search

I’ve been sitting on an ebook I wrote for about 2 years. My plan was to write it, make it look pretty, and then distribute it. Well, I got as far as finishing the first step (I have minimal design skills) and got stuck. My NEW plan is to offer the first chapter on the Vibrantorange blog and then finally get around to finding somebody with design skills to help me make the ebook look pretty. If that is you, let me know.

And now…the ebook.

The New Marketing
Four things you need to know about four important marketing topics in order to be a successful marketer; Paid Search, SEO, Display, Social Media, Analytics

Marketing has changed. With a bit of knowledge and a credit card you can build up a business into something successful. Gone are the days of lead times and long-term marketing contracts. With AdWords, Twitter ads and other channels, you can jump in and out of tactics quickly and make adjustments on the fly. Advanced analytics systems are available to everyone, and for free if you use Google Analytics. With so many tools available sometimes getting started, or even knowing where to make changes, can be difficult.

The New Marketing is my attempt to make things simple for marketers. New marketers will be able to know a few basic concepts of multiple marketing channels, while veterans may learn from a different point of view or learn a new tactic or two.

The New Marketing focuses on the five main areas of expertise needed for any successful marketer in today’s world. Paid Search, SEO, display advertising, social media management, analytics are all needed in order to be successful.

Chapter 1: Paid Search

1. The Right Words – “We should bid on Brittany Spears”

A VP of marketing once told me that we should be bidding on words that most people search and she used Brittany Spears as an example. Of course, I nodded politely and said I’d look into it. Of course the first thing I did was go back to my office and email every paid search marketer I knew and told them what she had said and we all had a great laugh at how silly of an idea that tactic would be.

What makes paid search work so well is that marketers are able to tap into the intent of the consumer. While there are keywords that are closer to the buying stage of cycle, being able to hit a consumer at any time when they are looking for your product or service is unavailable in may other marketing channels. The right AdWords keywords are essential to your paid search marketing and choosing the wrong ones can lead to a quickly depleted budget. What makes up the “right keywords” though? Choosing the right keywords takes time and will require testing. Using the AdWords Keyword tool is essential to building out your campaigns and adgroups as the tool gives you a decent idea on volume, competitiveness and cost-per-click. While it may seem counterintuitive, choosing less words to start is better as you will need enough clicks to know if a word, or phrase, is working or not. Looking at the estimated cost-per-click for your words and your overall budget, should give you an idea of what it will cost per day for your account.

For example, if you are in a highly competitive business and the average cost-per-click is above $10 for some words and you have a budget of only $100 per day then it will take quite a bit of time to get enough conversions to know if your keywords are working for you. While building out a large campaign takes time, building the right size campaign for your budget is essential. Testing what words works for your business is essential. Even if your budget is small, scaling your account is easy if you figure out the right keywords. Think of it this way, if you invest $500 in AdWords and make $5000 in profit, you can then use that money to expand your account. Personally, I have taken multiple campaigns from minimal spends to upwards of six figures per month using this method. Conversely, I have seen accounts that have had thousands and thousands of keywords, but such a low budget that optimization was nearly impossible. A healthy AdWords account should be judged on ROI not the number of keywords managed.

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