You’ve launched your new site and it’s time to get people to see just who you are and what you have to offer. It’s unlikely that will happen immediately unless you take action to point your target market to your site.
The best way to get quick traffic from your target market is to use pay per click (PPC) advertising. It’s also an easy way to empty your bank account, so use caution (more on this later).
PPC is currently offered by giants Google and Yahoo! and is on the horizon for MSN. Google’s PPC product is called AdWords. It is by far the easiest to get set up — especially if you’re impatient and want traffic to your website yesterday. 🙂
So how do you get started? It’s easy. Just go to the AdWords site. But be careful. I didn’t do it right the first time! There’s even a demo you can watch if you’re not sure. On top of that, there’s a free Google AdWords training course to help you understand how AdWords works. You can create your first ad and have it up and running in about five minutes.
The trick here is your keywords. You have to know what your target market is searching for. Google’s AdWords set up has a keyword suggestion option that will work for you. You can also access the Google Search Keyword Tool free.
OK! Let’s set up your ad. These can be tricky because you don’t have a lot of words to work with. Google AdWords ads are three lines — 24 characters on the first line and 35 characters on the second and third line. You’ll need to be clever to snag just the right words to entice your target market. Here’s the secret formula to creating a good ad.
- Line #1: A phrase with a keyword your target market will use.
- Line #2: The benefit of your product.
- Line #3: The feature of your product.
Piece of cake, huh? Not for most people. But give it a try. If you need more help, scan through the cover of your favorite magazines to get the idea. Or you can hop over to Magazines.com and browse some covers there.
You’re almost done! To finish up your ad, set the maximum amount you are willing to pay for each click and the maximum amount you are willing to spend on any given day. Remember you’ll have to pay the bill at the end of the month so use caution here. That’s it. Let ‘er roll and keep an eye on what’s happening. You’ll need to watch your click through rate (how many people liked your ad enough to click on it) and your conversion rate (how many people who clicked on your ad bought your product), but those are pretty hefty topics for another day. For now, get started!
And if you have additional tips for those who are just dipping their toe in the AdWords pond, kindly leave a comment. Thanks!