Creating your first pay-per-click, or simply PPC ad, can be a fun and challenging experience. PPC has already established itself to be an effective and affordable online advertising medium and provided you know the basics of creating one, your efforts can be extremely rewarding.

The first thing to consider when creating a PPC ad is who your target audience is.Understanding their demographics and psyche will determine how to craft and word your ad. Choose the right words and communicate them appropriately and you’ll be surprised at the number of clicks a well-made ad can generate.

Where do you begin?

For beginners or those who simply do not have the luxury of time to create their first PPC ad, it might be a good idea to hire the services of a professional. Not only will they know how to go about using the features of Google AdWords or other pay-per-click advertising tools, they will also be able to help you monitor your PPC ad’s performance.

Find Your Ideal Customers offers PPC management services designed to help you get your online advertising campaigns implemented as quickly as possible. Experts in digital marketing, Find Your Ideal Customers was founded by Jayson Rodda, a specialist in AdWords and display advertising with no less than 10 years experience in the field amounting to roughly 15,000 man hours.

What can Find Your Ideal Customers do for you?

PPC advertising relies on a careful selection of keywords, which happens to be Jayson’s expertise. Find Your Ideal Customers can help you determine the right keywords to choose that will trigger your ad to appear in search results based on your target market’s choice of words or phrases in search engines.

What’s more, Find Your Ideal Customers understands that creating a compelling PPC ad means understanding your business as well as you potential customers. With a thorough understanding of both, you will be empowered to present your product or service in a way that entices potential customers to engage further by clicking on it and being whisked away to your website, where you can engage them some more.

Added benefits of a PPC Ad

Once you have created your PPC ad, you can sit back and let it do the hard work for you. One of the most noteworthy benefits of PPC advertising is that results are virtually instantaneous. As soon as you run your ad, it becomes visible to just about anybody who types in your chosen keywords in a search engine. And not only can you reach thousands of people this way, you are in fact reaching the right people who are likely to show an interest in your product.

What’s more, through PPC management, you have at your fingertips full control of your ad campaign. AdWords Manager allows you to select what time of day your ad will appear right down to what months you’d like your ad not to run. This gives you total control of not just your campaign, but also of your ad spend which you are always on top of depending on what your budget is for that particular campaign.    

Don’t waste any more time. Learn how to create a compelling PPC ad today by phoning Find Your Ideal Customers at 1300-76-00-84 and ask to speak directly to Jayson Rodda .

In Australia today, a variety of companies have sprung up to service the needs of businesses wanting to capitalise on the Online marketing channel.  Online marketing is a general term that comprises of many specialist components. 

We are specifically going to talk about Adwords management and the flat fee method of payment that some Adwords service providers use to bill clients.  This one of many methods that are available for clients when choosing an Adwords company.

The information compiled below is based on 10 years experience managing Adwords accounts & over 4 years managing the Paid Search Division in Australia’s Largest Online Marketing Company.

Flat Monthly Adwords management fee:

This is the most common method used in the market.  Fees are fixed and will generally range between $100-$1000 per month.  Some companies do pay up to $10,000 per month in management fees of larger accounts.  With this type of method Adwords Agencies or service providers are not obligated to provide minimum number of hours service, rather you are paying for the end result.
If the agency does not provide the expertise or man hours to achieve optimised performance, the client will generally not stay as a client. In busy agencies, clients at the lower end of the monthly fee are the last accounts that get worked on.  These accounts are worked on by the least experienced account managers.  There are many occasions that accounts may not be touched for months at a time.  The agency will always protect the highest value clients with its best assets on highest allocation of time.

Talented Adwords Managers, can have an Adwords account running at optimal levels within a few days, whereas inexperienced Adwords managers may take weeks or months and never achieve the results required.  This is where both the agency and client can win and lose significantly.

What percentage is the management fee of the Adwords budget?

For example, if a client has a management fee of $500 per month with a spend of just $500 per month, the management fee as a percentage is 50% – which is really high.  With a $10,000 budget this percentage is only 5%.  This is a significant difference.

Any Adwords expert will find it difficult to improve account performance by double.  If your total spend was $1000 on Adwords and will be cut to $500 with $500 for management fee, this is probably not the right choice.  Unless you are in a lucrative industry where the market size is very limited and squeezing maximum market share is the key, this method would not likely suit your business.

What is the relative importance of Adwords success to your business?

If Adwords, is not critical to business success then opting for a flat fee with a modest budget might be a good choice.  This provides you with coverage, average performance achieves profitability, this might be what you need.  The stakes are not too high, so that if there is a bad month, the doors won’t shut.

That being said, unless the Adwords management is sharp, you may never know the full potential that is possible.  Regardless of whether you are starting or a seasoned Adwords user, talk with different providers to find out what results they have delivered.  Wherever possible, talk with the staff that will be doing the job, not the sales rep that will tell you whatever they can to get you to sign on the dotted line.

Key takeaways of flat fee Adwords management method:

• Provides for certainty of cost – good for budgeting cashflow
• You pay for what you get – is your Adwords manager a gun or a rookie
• Understand where your business fits in with the Agencies pecking order of fees – who pays the most & who pays the least, this will give you some idea of how important you will be to their business
• Budgets that are likely to increase achieve better ROI from fixed management fee

Find Your Ideal Customers is a start up Digital Marketing agency backed by Australia’s Leading Adwords Management Team.  With over 10 years experience, Jayson Rodda is truly an authority in the field of Adwords Management this field.  Please reach out to discuss your needs and find out if your business can benefit from Professional Adwords Management services.

Learn more about the Author: Jayson Rodda

Google Adwords should be an effective channel for almost every business in Australia today. Unfortunately too many business owners end up paying the Google Adwords stupidity tax, the lucky ones for a month or less and (these people stop their accounts), others unfortunately have paid it for years and just don’t realise it and those that, get how Adwords work are achieving excellent returns and have unlimited budgets.

Having reviewed in excess of 500 Adwords accounts, there are common problems that appear time and time again. These mistakes often start before setting up an Adwords account.

Have a plan:

• Business goals – what do you want to achieve
• When you Find Your Ideal Customer – what is lifetime value of this client worth for your business
• Measures of Success – how will you track and measure performance
• Competition – how do your prices, services & USP stack up in the market?
• Can your business make money from Adwords?

Once you have answered the above questions, you will know whether Adwords is the right fit for your business. If you would like to understand more about each of these key points above, subscribe to our (members only section).

Know your targets:

Once you have defined what clients are worth to your business, you need to balance out short term and long term concerns.

You might decide that an average client is worth $20,000 to your business over 2 years. As a rule of thumb working on 20% cost of acquisition, you are willing to pay $4000 for every new client. That includes costs of salespeople, cost of marketing and cost of administration.

There becomes a balance for many small businesses, in managing cash flows. To win a new customer will only net $850 per month, yet cost up to $4000 to attain. This model is only scalable to cash flow limitations in your business.

Let’s take it to a deeper level.

Sale performance:

Talk with most sales people, they will tell you they close all of the good leads and the rest were tire kickers. If you are doing your own sales, and you are honestly assessing your performance, you might convert 20% of (non referral or repeat clients) into sales. This will range between 10-25% at the higher end.

If you don’t measure sales performance, start doing it! Buying leads from online marketing are very different to referral leads, the ROI is what counts here.

Lets then work on simple averages for this example:

• 10% of your leads turn into sales
• Business is already cash flow positive and can fund growth
• Willing to pay up to $4000 to win each client
• The business has capacity to service 4 extra clients per month
• The Adwords average cost per click is $10 and your market is big with 100,000 searches per month – to learn more about assessing market size, refer to article on Google Adwords keyword tool.

What is needed:

• 40 leads are needed
• Maximum cost per lead is $400 per lead
• You allocate a budget for up to $16,000 per month

What should you expect: On average

• Average market share from Adwords will be 2-3% – not aggressively bidding
• This suggest you could spend $20,000-$30,000 per month @ $10 per click
• Average conversion rate from click into lead is 1-2% = $200-$400 per lead

Ho w this will impact cash flow:

Based on $850 per month income from each client – 4 new clients = $3400 per month

• Month 1 = -$12,600 ($16,000 -$3,400 new income)
• Month 2 = -$9,200 ($16,000 – $3,400 new income + $3,400 previous month)
• Month 3 = -$5,800 ($16,000 – $3,400 new income + $6,800 previous month)
• Month 4 = -$2,400 ($16,000 – $3,400 new income + $10,200 previous month)
• Month 5 = $800 ($16,000 – $3,400 new income + $13,600 previous month)
• Month 6 = $4200 ($16,000 – $3,400 new income + $13,600 previous month)

Cash flow requirements:

• Hit profitability in between months 4-5 – $30,000 cash required approx

How to get above average results:

The average results quoted above include novices and dedicated professional teams with significant differences between either results making up the averages. Unless you are skilled in running lead generating campaigns there remains the chance (in the above example) of blowing nearly $100,000.

Working with a professional Online Marketing company with the above example should cost between 15-25% of your budget.

Budget on 20% to Agency for $10,000 per month = Pay the Agency $2,000 – advertise with $10,000. The services should include Google Adwords Management & Landing Pages designed for conversion.

Likely Outcomes:

• Boosting conversion rates from click into lead from 1-2% towards 5% will be game changing
• Reduced wastage on campaign
• Cost per click optimised with ideal Adwords quality score
• Correct tracking of leads to precisely measure cost per lead

An experienced Adwords consultant or Adwords company should be able to deliver 20-30% improvement to any average Adwords account. When combined with boosted conversion designed landing pages the potential scope for improvement is significant.

Think about the time and stress you will save yourself.

This is a typical example of many businesses trying to run Adwords account themselves.

If you would like to discuss your ideas for growing your business , we suggest rather than just jumping in feet first, talk with one of Australia’s most experienced Adwords Management team about what we deliver for clients businesses just like yours.

Find Your Ideal Customers is exempt from paying the Google Adwords Stupidity Tax.

We welcome you to join our series Find Your Ideal Customers – via Online Marketing where our team will provide tips used by the Pro’s that will reduce your Adwords Stupidity Tax.

Learn more about the Author: Jayson Rodda

Similar to the Keyword Tool, the AdWords Placement Tool helps you locate placements to target on Google’s display network. Just like with the Keywords Tool, you can leverage this handy tool via words or phrases, a URL, or a category of websites that you’d like to place your ad in.

In the entry below, a placement has been requested based on the phrase “digital marketing agency” in Australia then set the advanced filters and options accordingly.

Placement Tool

Once the keywords have been entered, simply hit search and the Placement Tool will return a list of possible websites, mobile sites, videos, games, and so on for your consideration.

Considering that this tool generates suggestions, bear in mind the types of results you’d like to receive. The Exact match or phrase match option works best if you’re looking for specific types of placements. For a broader list of sites, you’d be better off selecting the category match.

Determining which match criteria to use can be tricky. When choosing the right website, in particular, searching for a specific site often yields only a handful of results. As such, it is therefore highly recommended to create campaigns around keyword themes and then carefully monitoring its performance. However, for longer running campaigns on larger scales, the Placement Tool comes in handy when discovering relevant sites, thus giving you the perfect opportunity to advertise to find your ideal customers.

Tips:

1. We suggest you visit the sites you plan on advertising on. Get a feel for the audience that would use this site, review how other ads are being displayed. If you will be advertising here, how should your ads appear to achieve above average results.

2. Create separate campaigns for image ads and text ads on the display network. This will allow you to easily measure the performance between both formats.

3. Consider running managed placements across the display network. This is one area that many people go wrong. Remember the word “control” this what every Adwords advertiser can exercise yet many don’t. By using managed placements you control where your ads appear, no nasty surprises that do occur with automatic placements.

Consult a Professional

Whilst Google AdWords is free to use, unless you are willing to invest the time to learn the system, you will likely achieve below average results.

Find Your Ideal Customers are specialists in Google AdWords are other PPC services including display advertising, Facebook advertising, conversion rate optimisation, and paid search across other networks including Bing and Yahoo.

Founded Jayson Rodda, an experienced AdWords veteran of 10 years and has a deep appreciation and understanding of the intricacies behind it.

Before you waste another $1 on Google Adwords phone Find Your Ideal Customers at 1300-76-00-84 and ask to speak directly to Jayson Rodda, today. This will likely save your business many $1000’s in waste and provide upside in connecting with more of your ideal customers.

Learn more about the Author: Jayson Rodda

If you think you haven’t made contact with as many customers as you should, maybe it’s time to rethink your approach. Are you investing too much time and resources on traditional marketing techniques? Does your digital marketing plan lack muscle? These are just some of the questions that need to be answered when seeking to build a wider client base.

Meet the Specialists

Find Your Ideal Customers is a start-up Australian digital marketing agency that draws on specialist skills ranging from AdWords Management, SEO services, content marketing, display advertising, Facebook advertising, conversion rate optimisation, and paid search across other networks including Bing and Yahoo. Its founder brings to the table no less than 10 years experience in AdWords Management and a burning passion for creating effective and successful campaigns.

Among its many specialisations is Google AdWords Services, which is geared towards helping businesses of all sizes improve their organic ranking in search engines. User-friendly and relatively affordable, Google AdWords can provide small business owners with complete control over who they opt to advertise to, as well as how much they are willing to pay per visitor.

Keywords & Ad Copy

By narrowing down your customer profile and targeting them alone, SEO services such as this empowers you to reach more prospects for every marketing dollar spent, thus enabling your listing in search engines to gradually rank higher with each campaign through the proper keywords.

Writing compelling ad copy is also of paramount importance when engaging potential customers. The trick to writing effective ad copy is to articulate how your product or service will improve your customers’ life by mentioning the problems that purchasing it will solve. To do this, it’s always a good idea to keep track of what your competitors are doing and how they go about it. How are you different from them?  What are their strengths and weaknesses? A quick visit to their respective websites can provide you with tons of competitor insight.

Website Communication & Performance Tracking

Effective website communication can also spell the difference between turning prospective customers away or enticing them to stay and learn more. It is therefore imperative that you showcase a good and thorough understanding of their needs by sending your AdWords campaigns to the right pages. Make it a point to make further enquiries easy for them by including call to action forms and your phone number where they can reach you at all times.

Last but not least, tracking your performance is the best way to evaluate what you’re doing right and which areas have room for improvement. Simple measures such as asking customers who phone in how they found you and recording their answer for future reference are enough to get the ball rolling. Alternatively, you can also track your performance through AdWords set-up conversion tracking, which you simply install on your “thank you” page, or by monitoring your AdWords account and adjusting accordingly based on recorded conversions and phone intelligence.

Start the Conversation

These are practical tips that can dramatically improve your digital marketing efforts. For a more intensive approach, Find Your Own Customers offers 10 years experience of specialised Google AdWords services for all your online advertising needs.

Give them a call today at 1300-76-00-84 to discuss how they can help you find your ideal customers.

Learn more about the Author: Jayson Rodda

Google Adwords is a very user friendly platform that can provide a small business owner with complete control over who you want to advertise to and how much you are willing to pay per visitor. With 10 years of setting up, managing and reviewing Adwords accounts, I have a few simple tips that can be your cheat sheet to running successful Google Adwords management.

We firmly believe that every business can succeed online. The foundation of success is based on the principles of:

• Identifying who your ideal customer is
• Understanding what your ideal customer wants and why
• Market more effectively than your competitors to this specific audience

Setting up your account:

Never rely on Google’s automatic settings. You need to maintain full control at all times. This would include selecting account setting such as; Google search Only (not search partners & display network), Max CPC setting (not auto bids – default setting) & accelerated ad delivery (not standard – as default).

Researching your keywords:

Google Adwords keyword is great starting point. Enter your website address into the tool and press search. This provides a good guide as to what Google see’s your site as being relevant to. If you find specific search terms that you believe are “most” relevant to your products and services these can be a good starting point.

* Select exact match – rather than broad match on the left hand side. This should provide the search volumes each month and the average cost per click.

I would recommend starting with only a handful of search terms – all with [Exact Match].

Structuring your account:

Budgets are set at a campaign level. Therefore given we are starting with small budget we need to control the spend which is done via having just one campaign. If you have chosen 2 services or products make sure you setup an adgroup that relates specifically to the keywords. For example: Adgroup 1 is for presentation folders & adgroup 2 is for Promotional stickers.

Ad scheduling & targeting:

Put yourself in your ideal customers shoes. Will they be searching during business hours or outside hours. Given you are starting small it is better to go one way or another. Most businesses would be 8am – 6pm Monday to Friday. If this is the case, changes settings to Mon-Fri & adjust hours.

If the average cost per click is expensive – you ideally should attract visitors you would have the best chance of converting into sales.

For example: You live in the suburbs of Melbourne and believe people choose to buy locally. Adjust your geo targeting of ads to be displayed 10km around where you are based. On the reverse, you believe that ideal customer is based in CBD target your ads there.

Winning the right to talk to and Find Your Ideal Customers:

Step 1:  Write compelling ad copy: Based on the benefits or problems you are solving

Research your major competitors.

What are they saying in ads, how do they present themselves via website, why are you different, what are their strengths and weaknesses, have you called them as a potential customer. How does your value proposition stack up with competitors?

Step 2:  Effective website communication

Remember first impressions count. You have seen your competitors, all of the good, bad & ugly. Make sure you send your Adwords customers to pages that demonstrate you understand your customer needs, clearly explain how you can help them & why your proposition in the market is unique. Include call to action forms, making it easy for them to; request additional information, join your newsletter, request a quotation.

Step 3: Tracking the performance

1.Every phone call you receive – ask what did you type to find us?
* THIS IS IMPORTANT – record it every time.

2.Via Adwords setup conversion tracking and install on thank you page

3.Monitor Adwords account & adjust based on recorded conversions and phone call intelligence.

This is a basic process that can be done with small spend. It is a process that is used across clients spending $100 to $100k per month in online advertising, just on different scales.

Find Your Ideal Customers is a Start up Australian Digital Marketing Agency that draws on specialists skills including; Adwords Management, SEO Services, Content marketing, display advertising, facebook advertising, conversion rate optimisation and paid search across other networks including Bing and Yahoo.

Learn more about the Author: Jayson Rodda

Google Adwords is arguably the most advanced advertising platform developed by Google to run advertisements over the internet. Typically ads are charged on a pay per action basis. This means that if a user clicks on your ad you will pay a fee. With this pay per action basis it is important to ensure your ads are targeting buyers and that your budget allocation is aligned to ensure your budget is allocated the the most important area of your business.

With the added complexity of features available for advertisers, too many advertisers either are wasting money on poor quality keywords and /or paying far more than they ought to.

FYIC’s Adwords consultants can provide insight into the opportunity available in your Adwords account. We believe that “you don’t know what you don’t know”, that why we don’t do our own tax returns, whilst we can, we always seek the help of professionals who deliver best possible returns.

Learn more about the Author: Jayson Rodda