In my last post, PPC 101: Pay-Per-Click basics, I described PPC as a form of marketing advertisers could use to bring targeted audiences to their sites. This guide will detail the steps you would take to actually create a PPC ad campaign.

  1. Go to Google Adwords and create an account if you don’t already have one. You may use other search engines but if you’re new to this, I suggest starting with the most popular, Google Adwords.
  2. Perform research on keywords for your site.
  3. Create a keyword list that you want to display your ad upon being searched.
  4. Choose how much you’re willing to pay per click. This is known as your bid amount.
  5. Choose or create a landing page for your ads. This is where you want your targeted audience to show up. If possible, it should be a page developed specifically for your campaign and usually not your home page.
  6. Write your ads. Stick with text ads for now; for each ad you will need a headline (max 50 characters), a description (max 200 characters), and the URL for your landing page.
  7. Activate your Google Adwords campaign!

Those are the steps to create your PPC campaign but you are not done! Just like any ad campaign, you need to monitor your performance closely. If this is your first dive into a online ads, you’ll find that you probably need some fine-tuning almost immediately. Luckily, unlike traditional ads, you can be as agile as you want. To be candid, you can almost chalk up your first campaign as a learning experience and if you somehow make a few dollars in the process, then that’s a bonus.

A final tip: the parts that advertisers should evaluate (and constantly re-evaluate) are steps 2 and 3. Getting the keywords right is an art and a science. Even if you eventually get your keyword list to what you think is perfect, it’s probably time to look again.

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