Pay Per Click Marketing – or PPC – can be tricky, especially if you’ve just started out with your business or you’re looking for new ways to promote your brand online. It’s a term usually used to describe services offered by Google Adwords, whereby a business owner pays Google a small fee every time a user clicks on an advertised link to their website – paying per click, if you like!

In order to get the most out of PPC, you will normally need some sort of training, which can be time consuming and a little complicated. You’re having to deal with brand new metrics that can require a bit of thinking – like ‘average cost per click’, ‘quality score’ and ‘impressions’. Many, and we don’t blame you, choose to boycott the learning of this stuff all together, and hire a PPC Management team (like Zebra!) to look after it for them. However, if you’re feeling brave, and want to give the world of PPC Marketing a go, then here’s a few handy tips to get you started.

To start off with, you need to establish a strategy and work out how you’re going to measure your success as accurately as possible. First of all, you need keywords which relate to the most popular products or services that your business has to offer, and ones that you want to be found for online. So, for example, if you own a gift shop you could choose ‘birthday cards’ or ‘wrapping paper’ as a search term that your target market would use to find you. You can then input these words, and variations of the phrases, into Google Adwords who will tell you how much, these words will cost you to rank for every time someone clicks on your ad.

Sounds simple enough so far? We’re just getting started! Google Adwords also allow you to add ‘modifiers’ to you keywords, to help you access a broader demographic or eliminate terms you don’t want to appear for from your portfolio. Back to the gift shop example, you may not sell ‘flowers’, so you could use this as a negative keyword, eliminating your appearance for those searching for that term.

Within your Adwords account, you’ll create ‘campaigns’, usually split between the product types you offer (like cards, wrap, etc) and then by sub category (birthday, get well, Valentine’s etc), which will help you decide and track your budget allocation on a daily basis.

Starting to sound a little more complex? Don’t panic. We know it’s a minefield, which is why Zebra offer full PPC Management Courses to help you get up to speed with managing your account, and fast.

We can also offer in-depth keyword research and PPC strategy definition which will tell you the popularity of certain keywords surrounding your business, the average cost-per-click and the competition for that particular search term, all of which are vital snippets of information in those early strategy-construction days.

PPC is a great way to help you find out what works for your business and give you some deeper insight into what your customers want. If this sounds like something that would be useful to you, contact Zebra today to discuss your options. If you’d rather free up some time, you can even leave it to us and we’ll even manage your whole account for you!

We’re a sociable bunch over here at Zebra and we’d love to have a chat and hear your ideas if you need some advice. Give us a call on 0191 261 2252 or come and say hello on Twitter @the_zebras!