PPC (pay-per-click) Marketing Playbook

Pay-Per-Click Marketing (also known as PPC Marketing) gets your website on the first page of Google — and in your target audience's social media feed — instantly; driving targeted web traffic and generating qualified leads in a matter of hours (yes, for real).

My PPC marketing and web development company helps businesses drive instant website traffic and generate qualified leads using PPC marketing, landing pages and conversion optimization.

This is our playbook...

Phase 1: Strategy

Creating a rock-solid foundation is crucial to a profitable PPC marketing strategy. During this phase, we'll define your business's goals, identify your company's ideal customers and map out a clear path to profitability.

• Define Business Goals - Lets zoom out to the highest level - as a business what do you want to achieve with PPC marketing? Generate 300 new customers in 12 months? Increase lead quality to double close rate? The first step is to get ultra-clear on what your organization wants to achieve. From there, we can reverse engineer an inbound marketing strategy to get you from where you are now to where you want to go.
• ROI Audit - Before we start working with any client, we do everything in our power to make sure profitability is attainable and that you’ll reach a (hopefully huge) ROI on PPC marketing efforts.
• Define Buyer Personas - Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers. Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.

Phase 2: Account Setup + Campaign Creation

Once we've determined who your ideal customer and your business goals in the Strategy phase, the next step is to set up your advertiser accounts.

• Targeting - Determine the keywords your customers use when searching Google to solve their problems and find your business.
• Ad Creation - Write compelling ads that speak to your customers' pain points and encourage them to click through to your website.
• Landing Pages - Landing pages increase the number of website visitors that convert into leads by using a targeted approach that clearly fulfills the promise made in the online ad and guides the customer towards the actions that matter to your business.
• Conversions - Now that we have some website visitors, we want to be able to turn these visitors into leads and measure which keywords and ads are responsible for generating the most profitable results for your business.
• Reporting - Weekly reports show you where you ad budget is being spent and your return on investment directly related to PPC marketing.

Phase 3: Account Management

A good PPC marketing campaign improves over time as your customers engage with your ads, take actions on your website and respond to your offers. We perform the following actions on a weekly bases to improve your PPC ad campaign performance:

• Ad split testing - Testing multiple variations of ad copy and creative is essential to understanding the most effective way to communicate with your audience.
• Audience testing - Similar to ad split testing, we test multiple variations of audience targeting to determine which market segments are most likely to take the actions that are profitable to your business.
• Keyword optimization - Determining which search keywords and phrases your customers are using to find you is essential to improving search engine marketing results and ROI.
• Campaign structure revisions - As your business grows, so will your ad campaigns. Restructuring ad campaigns based on your company's objectives will allow us to scale your PPC ad campaigns are your company grows.
• Negative keywords - The keyword you DON'T show up of the first page of Google for are just as important as the keywords you do show up for...
• Conversion Rate Optimization (CRO) - CRO is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a lead form, becoming customers, buying products or similar.