Pay-per-click (PPC) advertising can be an important element of your technology marketing toolkit, if you use it correctly and wisely. PPC advertising networks including Google Adwords can burn budgets quickly if you aren’t careful, so here are some quick tips to consider before you launch your next campaign.
Pay-Per-Click Landing Page
It is important to have a landing page on your website that matches the expectation in your pay-per-click ad copy. Make sure the landing page (www.yourcompany.com/yourofferpage) includes an easy to complete form that is high up on the right side of the page. Include copy points about what happens when you complete the form. If you are offering an onsite network security assessment set the expectation on what you will check for and what the prospect will get (i.e. a report).
Many MSPs operate within a truck roll of their clients. This may work out to be a fifty mile radius. If your business operates within a set geolocation make sure to target your service area. Google Adwords makes it easy with a map feature that lets you target your ad within a specified distance of your office. With this feature you don’t need to include your city name in the keywords because Google has an algorithm for serving ads that includes the geolocation based on the IP address where the search query originates.
Setting up your PPC Budget
Most pay-per-click networks including Google Adwords have the flexibility that allows you to limit your spending by day and set a maximum amount you want to spend per click. You may need to experiment with your first pay-per-click ad to determine your own success rate to get someone to “convert” on your site. Traffic varies based on your search terms and geographies. The wider the geography the better chance for more click traffic. For local searches you may need to budget 10 – 20 clicks per day to get your fair share. For a national campaign you may need to budget 100 or more daily clicks.
Measuring PPC Performance
Google Adwords provide reports on your ad Click-Through-Rates (CTR), CPC and other ad-centric information through the Adword Console. When you get started you should check this daily. To get comprehensive reporting about repeat visitors, abandon rates, site navigation and other market data consider using Website analytics and tracking to measure conversion rates.
Pay-per-click advertising can offer MSPs a predictable way of adding to their lead flow, if done properly. It can also lead to wasted time and budgets, if you are not careful. If you want to know more, read this article I wrote for CRN or check with your digital marketing expert for more insight on how to include pay-per-click campaigns as part of your technology marketing toolkit.