Have you ever wondered how businesses get listed at the very top of search engine results pages?
If you have, and want to know how to make it happen for your phone repair business — you’re at the right place. And if you have an understanding, but want it broken down step-by-step, this article is also for you.
So what is it, exactly?
Well, it’s not SEO-sorcery, but pay-per-click ads. Like Facebook ads, businesses are spending money to promote their businesses. Only, instead of appearing on news feeds, they appear above organic search results.
Pay-Per-Click (PPC) is a marketing tactic that both supplements and complements your other strategies. It’s a tactic that provides visible, tangible and quantifiable ROI. For example, let’s say you allocate a $100 budget to your PPC ads. Once exhausted, you’ll be able to see exactly how many visits, leads or conversions each ad generated.
PPC can be a massive beast to conquer (and get right). It has many nuances and intricacies that could fill hours upon hours of an online course. So, this guide will give you a high-level overview of the strategy. It will get your started on the path to pay-per-click success.
Here’s why it’s another valuable weapon in your online marketing arsenal.
Pay to Win
PPC is a favored tool by many digital marketers when creating online strategies. The cost to benefit ratio of PPC can be fierce. Now, you don’t need to hire your own marketer, with some time (and this guide) you’ll be able to reap the benefits too.
Organic SEO efforts require time to see your business land on Page 1. But, once your PPC ads are set up, the right keyword search will bring them immediately into view. It’s instant exposure to your targeted market.
Tailored to Time-Sensitive Campaigns
Have an upcoming sale? Limited-time offer? A one-day flash sale? PPC ads are perfect for immediate, high-impact marketing campaigns. Proper targeting puts your promotion in front of the eyes of the right people at the exact time you need them to see it.
Build Authority on Search Engine Results
Perceived authority can be just as powerful as earned authority in the digital space. By having your business appear first on search results helps garners trust.
Combine this with organic SEO and you have a powerful one-two punch. Appearing twice on Page 1, in two separate sections, will cement your business as the best choice.
You decide on everything when it comes to your PPC ads. What it says, how it looks, where it links to. This gives you complete control and autonomy when it comes to optimizing your ads.
PPC ads are also immune from the transient nature of Google’s algorithmic changes. So if Google decides to change how they rank search results — your ads remain as viable and visible as always.
How to Set Up Your Own PPC Ads
Paid advertising can seem like a difficult landscape to navigate for first-timers. But if you’re ready to jump in and start seeing your phone repair business at the top of the search results — here’s how.
Step 1: Define Your PPC Goals
A pre-devised strategy, as we’ve come to learn, is invaluable when it comes to digital marketing. The first step is creating a successful PPC ad campaign is to define your objectives. What are you looking to achieve?
- Increase in site traffic
- Increase service form requests
- Build your email list
- Increase ecommerce sales
- Increase sales/service enquiries
Having the right goals in place from the get-go will help shape your entire campaign. It will provide a yardstick by which to measure its success. It will determine if you’ll need to run multiple campaigns and segment them by each objective.
Step 2: Setup Google Adwords
Once you know the why of your ads you’ll need to create a Google AdWords account. Currently, a guided process leads you from account creation to setting up your ads. But you’re going to want to use the keyword tool before this. If you use the guided process, you won’t able to use the keyword tool until AFTER your ads are live.
So instead of going through the guided process, instead, click Skip the guided step:
This will allow you to create an account and complete Step 3 without writing or paying for any ads (yet). And if you already have a Google account you can use the same email address for account creation.
Step 3: Keyword Research
Next, comes targeting — in the form of keyword research. It’s figuring out exactly which relevant search terms people are searching for. As previously mentioned, AdWords comes with a nifty feature to help — keyword planner.
The tool allows you to search for keywords. It provides you with estimated search traffic, competitiveness and recommended bid. It also provides you with keyword recommendations based on your search.
The crux of keyword targeting is relevancy, low competitiveness, and high search traffic. Fulfilling all three criteria is the key to successful targeting.
Step 4: Write Your Ads
Figuring out what your ads will say is an iterative process. Set up different variations of text and see which performs best. Remember to include your targeted keyword(s). Google provides the following format for you to tinker with:
- Headline 1 has a 30 character limit
- Headline 2 has a 30 character limit
- Description has an 80 character limit
A conversion copywriting tactic you can employ is message matching. This is making sure the text in your ads match the text or value proposition of the page it links to. Let’s say your homepage has the slogan “Fix Your Broken Phone Without Breaking the Bank”. You can incorporate that text or sentiment into your ad copy either as a headline or in the description.
This can help if you’re stuck on ideas while writing your ads. It also helps guide visitors through a natural transition between an ad and its landing page.
Step 5: Observe and Optimize
Once your ads are live and kicking, it’s time to track their success against your original goals. Determine which are the highest-performing ads and then consolidate your efforts (and budget). Bolster what’s working instead of attempting to salvage what’s not.
You can also use your highest performing ads as models for writing new copy variations. Then, repeat the same steps of optimization and consolidation. This will ensure your ads are constantly improving and performing.
Pay Per Click and Cell Phone Repair
The many options in online lead generation can leave you stumbling for direction. PPC ads can be effective on its own, but shines in tandem with other strategies. Dedicating time and remaining vigilant will entice clicks and bring in the business.