Selling More With Pay Per Click (PPC) Campaigns

Selling More With Pay Per Click (PPC) Campaigns

PPC-graphic-stitchcraftmarketingWhat is a PPC Ad?

Pay-Per-Click (PPC) advertising is a deal you make with Google or other search engines to improve the power of your sponsored advertising. Google AdWords is the most popular PPC advertising system; if you sign up for the AdWords platform, your ads will appear on Google’s search engine and other Google properties. Advertising that appears high up in the Google search results or appears on frequently visited Google properties can be very valuable and help you leapfrog over competitors without tedious or ongoing search engine optimization (SEO) efforts.

How Does It Work?

  1. Open an account with Google AdWords. You can use an existing google account if you don’t already have an AdWords account set up.
  2. After you compose your advertisement, you will be able to identify search keywords you want to bid on.
  3. If the keyword you are bidding on is popular, a competitive bidding process is opened up. You will make a bid which is the maximum amount you want to pay per click for the keyword -usually between $2 and $10. An overall budget of $100 would be a suitable budget for your PPC campaign in this scenario.
  4. Next Google will assess the Quality Score for your ad. This is based on factors like the relevance of your ad to the keyword you bid on, the relevance of your ad to your landing page, and how well your account has performed in the past.
  5. The actual position your ad will occupy on the Google search engine is computed from a simple formula: Ad Rank = Your Bid X Quality Score. Even if your bid is very small, you can obtain high prominence in the Google search engine if your quality score is high. It’s best to choose one or two keywords and show up as the top result for those keywords than to bid lower on many keywords and not get first page placement.
  6. From then on, you will pay Google every time someone clicks on your ad. How much you actually have to pay depends on another simple formula: Your price =(The Ad Rank of the person below you) / (Your Quality Score). The better your quality score, the less you have to pay.


 Targeting yarn and fabric customers using PPC campaigns:

The best way to target customers is to make your search words directly relevant to what you are selling. Before starting a campaign, make sure your website has category or product landing pages and is easy to navigate. If your site is disorganized, arriving customers can’t find what they want and will “bounce” away. Conversions from the ad will suffer and you will pay your PPC rate for nothing.

Think of a PPC campaign as a way to show your customers directly to the shopping aisles which have the products they want the most. With that in mind, it’s important to be very clear in your ad and in your keywords. The best practice may be to make a separate PPC campaign for each major yarn or fabric category. Bringing your advertising completely in-line with your products will improve quality score in the AdWords bid process as well as improving the success of your advertising. Eventually, you will be able to see which keywords and which product categories are bringing you the best returns. It might take a few months to really narrow down which keywords are working best for you so be patient with testing and be sure to monitor results.

  • Organize your landing pages in a logical way so customers can figure out how to find products on your site. Make sure the page is arranged or indexed in a way that people can find what they want quickly: including a sorting function which allows customers to search by type or cost can really improve sales.
  • Avoid casting too broad of a net. It is sometimes tempting to choose keywords that will attract a wide audience. While this may get you more clicks, you often will not get more sales in the end. The keywords should be aimed at the target and point to what people want.
  • Your ad should include prices where possible. By including prices, you will turn some people away from clicking on the ad, but those that do click will be much better qualified prospects for your products.
  • Create multiple campaigns. In many cases, you will get the best results by separating brand name keywords and generic keywords into separate campaigns.

If you need some hand-holding in setting up a PPC campaign for your yarn or fabric company, contact Leanne:  email or call  719-539-3110. We’d love to help you get started.


Leanne Pressly
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