For whatever reason, there is a vocal minority of information marketers who are telling anyone who will listen that PPC advertising is a bad investment. I am here to argue that point because PPC can still work EXTREMELY well when done properly.
The keyword there, of course, is “properly”.
If you can’t create an effective campaign that targets YOUR specific leads, you’re flushing money down the toilet. To keep this from happening, here are four simple strategies to keep in mind specific to information marketing.
Find the Buying Keywords
Buying keywords are those that someone searches for when they are ready to buy. Let’s say someone finds a product, reads the sales page and then goes to Google to do a quick search and make sure it’s legit.
If you show up for “george foreman grill review” when they search for it, you stand a VERY good chance for landing that sale.
The best part of course is that these are very specific longtails. Match them to specific models, review searches, or people with very specific problems you can solve.
Match Vendor and Product Names
These are often buying keywords but not always. If you are promoting someone else’s product, vendor and product name keywords are extremely effective in closing out conversions. Examples include:
“Joe smith’s affilorator 3000”
“joe smiths affilorator 3000 review”
joe smith affilorator scam”
You get the idea. The terms that people are most likely to type into Google when researching a product vendor, product or type of product. It might be a review search or maybe they just want to learn more about that type of product for future reference. Either way, they get your cookie in their browser.
Customize Landing Pages for Each Ad Group
For every ad group you create, have a custom landing page. This is important for two reasons. First, it will improve your conversions. The more directly you can address your readers, the better they will respond to your sales pitch.
Second, it will improve your quality score. Google will reward you for matching the content to the terms you are applying to the ads. Additionally, as bounce rates decrease and conversions increase, that quality score will go up even higher and you’ll get lower CPCs.
Localize When Applicable
Most information marketers miss this opportunity because it doesn’t immediately jump out as an option. But you can actually localize your content a lot more than you think.
While an eBook or Amazon product might seem like a universal product – something that can be sold to anyone in any state or country, customized messages not only get you lower CPC rates in AdWords – they are easier to match to landing pages, to boost your overall conversion rates and improve quality scoring.
If you’re eager to use PPC advertising for your information marketing campaign, it takes time to get it right. It will take more time to get it “just right” but the extra time will pay for itself a hundred times over in the first week of your campaign.