3 Pay Per Click Tips For Beginners
Every day there seems to be another agency sprouting up and trying to get their piece of the Pay Per Click (PPC) pie. But when you are new to the industry, there are a lot of growing pains you have to go through. Here are a few tips that will hopefully lessen those pains:
1. It is OK to Ask Question
It is human nature to want to look educated and portray confidence in a business situation. But when you are just starting out, don’t try to fake your knowledge. Those who have been doing this for a while will see right through it. Many newbies make this mistake – they overhype their abilities and come off as a little arrogant. And when they get asked to do a task that should take 10 minutes, they are forced to do hours of research to find out how to accomplish the task. In addition to the stress and self-doubt you out yourself through, your co-workers know what is going on, so all you are really doing is damaging your own reputation.
So before you start putting yourself out there as “experienced”, make sure you actually have the experience needed to back it up. If you don’t, it only takes a simple task to consume hours of your day and cause everyone to wonder how someone with “that much experience” could be so bad at their job.
If you don’t know something, ask someone who does. It’s okay if you don’t know, but it is not okay to fake it. You are only left looking like a fool.
2. Don’t Fall for the PPC Myths
There are several statements that get recycled again and again, but aren’t necessarily accurate. For example, “SEO is a long-term solution, while PPC is just for immediate (but not lasting) results, and meant to be a short-term program just to get things started.” Don’t believe myths like this! PPC and SEO each have their audience
If you’re doing both, don’t stop PPC just because you see your organic results going up! If you do, you’ll lose on potentially profitable opportunities. Plus if your SEO campaign gets slammed when Google does its next big update, you’ll have nothing working, and some very uncomfortable conversations in your near future. PPC is a beneficial asset to your marketing strategy and can be for the very long haul.
Another myth , “Bing isn’t as good as Google” or “Google gets better results than Facebook.” Any absolute statement like that is an instant red flag, and anyone saying it should be banned for life. Well, maybe not that extreme, but really, anyone who has told me either of the above is someone who has had a drink of the Google Kool-Aid, and in reality just doesn’t know how to advertise on Bing or Facebook.
Don’t be fooled by these myths!
While it is not the reach of Google, Bing has a vast audience and you might find that a campaign performs better, giving you a lower CPA, and a higher conversion rate on Bing. Facebook has a wonderful array of tools that allow you to identify your target audience. Don’t fall for the PPC myths! There is not a “one size fits all” solution to PPC! Instead, run tests, gather and analyze the data, and make smart decisions based on real world results. If you avoid letting preconceived notions stand in your way, in the end you will find out that no one thing is widely “better” than the other.
Last example, “The industry is always changing.” What does that even mean? Is that an excuse to just cover up mistakes? Or is that someone just trying to sound like they know what they are talking about? Things do change, but a general claim like that needs to be supported with some concrete examples. Some PPC practices that worked for years still work today.
3. Find someone to be your Mentor.
It’s important to have an experienced “go-to” person for questions. But it is even more important to have a mentor who is willing to work with you and will try and help you reach your personal goals and better yourself in this industry.
What should you do if your click through rate starts to plummet? Can you afford to increase your bids on those keywords and still be profitable? What cause the lack of conversions this week?
It is times like this when no one should be in a vacuum. Sometimes all it takes is a hand to steady yourself, and to let you know that things are going to be alright. A good mentor isn’t there to give you the answers, but instead to help you diagnose the situation and allow you to solve the problem. You’ll know your mentor has done a good job when you can teach them something they didn’t know or share new ideas with them.
While finding a mentor may not be easy, it is a valuable asset. So start attending webinars and enroll in some free sources so you can find the person who may be right for you.
In conclusion, if you don’t know something, its okay to ask questions. Don’t just try to fake it, you’ll end up doing more damage than if you just humble yourself and ask for help. Don’t fall for the PPC myths.
davidking | Jan. 26, 2021, 8:36 p.m.