Many business owners either don’t realize how much PPC (pay per click) advertising could help them grow their business or they shy away from it, thinking it would simply be expensive. But the truth is, using Google Adwords, Google Shopping or even promoted Twitter tweets and Facebook ads is a quick, manageable marketing method to reach potential customers… if done correctly.
PPC has come a long way over the years. With being able to target certain and very targeted demographics on Facebook to using Remarketing Lists for Search Ads, advertisers are much more in control of who sees what and how much it’s going to cost. It’s actually a very cost-effective form of marketing for small budgets, as Entrepreneur’s Brent Frei explains.
So here, I’ve chatted with Menachem Ani of JXT Group about what a business owner should know if they’re considering getting into the PPC market.
Veronica Davis: Can you tell me a little about yourself and how you ended up in internet marketing?
Menachem Ani: I’ve been managing Google AdWords campaigns since March 2003. I’ve always been involved in eCommerce, starting with selling on eBay. Internet marketing has always appealed to me because I like the challenge of growing a business with the results of my work.
V.D.: Internet marketers tends to be the black sheep in the marketing industry. This is probably mostly thanks to the “black hatters”, but also the horror stories from businesses who trusted a marketing company that could never live up to its promises… how do you deal with the skepticism?
M.A.: Coming from internal eCommerce marketing teams prior to founding JXT Group, I’ve seen those horror stories first hand. We try to stay above it by focusing on client goals and rely on our reputation above all. Additionally we are a Google Partner and a Bing Ads Accredited agency.
V.D.: The skepticism that comes with the label of internet marketer can make it difficult to gain the trust of a potential client. What have you found to be the most effective way to attract the right type of clients?
M.A.: Our agency is very focused on each individual client’s business goals, we follow the campaign ROI. This leads to satisfied clients who feel confident in recommending us to their colleagues. So I would say that our reputation is what works for us.
V.D.: The world of pay per click is scary for most businesses. In the past it would be very easy to accidentally end up with a 4-digit bill when you only expected it to be a few hundred dollars. How has this changed and how can a business get cheaper clicks?
M.A.: Always make sure your budgets are set at actual numbers that you are willing to spend. I’ve seen accounts where people increase the budget as a way to increase traffic. However if you’re not hitting your budget, increasing it won’t do much. You’ll want to increase bids and expand keywords while keeping your budget where it should comfortably be.
V.D.: What advice would you give a business that’s new to PPC for choosing which keywords they should target?
M.A.: Be conservative with keyword targeting out of the gate and expand slowly as you see results that are in line with your business goals.
V.D.: Is there a specific platform that’s better than the others? Or do you use multiple outlets?
M.A.: We find that our clients typically see the best ROI on Google Shopping. However, we’ve seen a lot of success with some new AdWords campaign options such as Remarketing Lists for Search Ads (RLSA) and Dynamic Search Ads (DSA). Additionally Bing Ads and Bing Shopping gets great results for most campaigns too.
V.D.: For Adwords, Quality Score can seem like a dark mystery. How would you explain it to a business owner who’s never dealt with it? What do you recommend for getting a better score?
M.A.: The easiest way to understand Quality Score is to understand that a campaign’s historical performance can impact the results of a campaign. The idea is to make sure that your ads, keywords and landing pages are as relevant as possible.
V.D.: At the end of the day, how do you measure a campaigns success? How do you tweak and improve it?
M.A.: We measure a campaign’s success according to the client’s business goals. For an eCommerce retailer that would be revenue and transactions, for a service provider that would be phone calls and leads.
V.D.: What’s the best piece of advice you have for a business considering PPC?
M.A.: Track everything. Tracking the results of your campaign is definitely the most important factor in any PPC campaign. This allows you to measure the results on a very granular level and will help you decide where to spend your money for the best results.