So you want to do PPC:
This is how you need to think about your ads, otherwise you are throwing money down the drain.
What is PPC (skip if you know)
PPC stands for Pay Per Click. This is important because it is different from other forms of advertising.
Most advertisements, you pay to place in front of people. Then, if they want, they can follow up and look for you.
With PPC, you are paying, as it is called, per click. If the lead does not click, you do not pay. This is useful in two ways:
- It helps you not to waste money, because if no one wants what you sell, you will not have many clicks.
- It creates a very simple, easy to grasp competition with your competitors.
The common oversight
If you write a very good ad and people click on it, but do not buy your product, you could waste your ad spend in matter of days.
Let’s think for a moment about our goals:
Keep in mind the whole funnel
We want to sell product without spending lots of money. The ad is the first step in the funnel—the wider part. If it’s a good ad, the user will click, but they aren’t yet captured. That’s done with a good landing page. We won’t talk much about how to make a good landing page in this post: that’s Chevas’ job, and I’ll leave that topic to his expertise. However, making the ad is my area, so let’s explore that.
Let’s start at a very high level: with Google, think about what it is.
Google is about getting information.
Ask anyone who works on SEO (search engine optimization), and they will tell you: Content is King.
Specifically with Google, Informative Content is King.
Google’s users want to be informed. They want to know where that restaurant is, they want to know how to do their makeup. They want to know what PPC advertising is. If you are not informing people, you are not going to be heard.
On your website, SEO is the practice of analyzing your content and working to make it more informative so that Google will show it to people. If it is good, it ranks higher. If it is bad, it ranks lower.
Adwords, Google’s pay per click platform is the same, but with a twist because everything you do is ranked in the top three or four results.
The difference here is that good content is cheaper for you, and bad content is more expensive.
Getting more clicks than the other guy means cheaper clicks for you and more expensive clicks for him.
The quality of content is measured by Click Through Rate (CTR).
Higher click through means less work for Google, and therefore less cost for you.
Play the game right and the competition can be slaughtered, where you get all the clicks for nothing, and they pay top dollar for a handful.
Getting that precious CTR
How do we get a higher Click Through Rate?
Who are we talking to? To understand this, we need to know what our goal is, and to know our goal is to know what types of leads there are:
A cold lead is someone in your market, but they do not have brand awareness. You want to get their attention, say hello, and shake their hand. Exchange contact information, and start a dialogue. Tell them what their problems are. Make them feel understood. Accomplish this, and they become a warm lead.
A warm lead knows who you are, and they know what you do, but they don’t know that you are the company to accomplish what they need.
Tell them how you can fix their problem
s, and why that makes you such good friends. Show how you are different from everyone else. When they see this, they become a hot lead.
All a hot lead needs is a buy button, and for you to make sure that you are treating them like a friend even after you get the sale.
Your mindset as you write these ads needs to be from a service perspective. If you are trying to convince them to buy, you are already off course.
Your product needs to be the solution to their problem, and you need to see this first. You are here to help, not make money. It’s not about you, it’s about them.
Full understanding of the problem is paramount.
They don’t want a car, they want a status symbol. Or to make a positive impact on the smog in their city. Or an adrenaline rush. Tell them this in a way that they want to hear it.
Don’t show them where to buy the product, show them that you already solved their issue, provided the result that they want. They just need to buy it.
They aren’t giving you their money to make you rich, they’re giving you their money to make them rich. You spend money on ads to put value in other people’s lives.
You need to be very talented at conveying information. Remember that information is the key to Google. Educate them on the market as a whole, so that they can see where you stand in it.
Show them what their problem is at its root: don’t need an electric car because it’s electric. Instead, we need to tell them what the card does for them.
Make videos, graphs, blog posts, and/or a downloadable pdf that will make their life better
Do everything you can to convey all you know about the market. You are not trying to hide behind a shell of mis-information, you have nothing to hide. They can trust you, because you trust you, and you have faith in your product.
Your click through rate depends completely on your capacity to understand your customer and help them understand you. The last step is to test.
Your research doesn’t end when you make an ad, in fact, it is just beginning. Maybe your car is appealing for it’s eco-friendly features, maybe it’s for speed. Probably it is appealing for both, but to different people. Don’t try to sell to two different people with the same ad.
The guiding principle for all this is called the Pareto Principle. This principle is observable everywhere, and it is intrinsic in the foundations of the universe: 80% of the result is due to 20% of the cause.
In any given room, in general, 20% of the people own 80% of the shoes. For example, let’s say that there are 1000 pairs of shoes owned collectively by 100 people.
- 20 people own 800 pairs of shoes
- out of those 20 people, 5 people own 640 pairs of shoes
- 1 person owns 512 pairs of shoes
This principle applies to cars, food, the animal kingdom, and everything else.
AND it applies directly to your marketing. 20% of your ads will bring in 80% of your revenue.
If you could choose between spending 100% of your budget to bring in all of your customers, or 20% of you budget to bring in 80% of your customers, you would obviously choose to spend the 20%.
Do that same ad in five different rooms, and you now have a 400% increase in your customers.
A sale is not just a sale
Find what works really well, and then do that more, and everything else less.
This seems really obvious, but it is not. A sale is not just a sale.
How do we find that 1% of ads that gets over half of the results? Split testing.
This is where you need to get good at documenting results. This is science. Make a theory, test it, and document the results. Every theory needs control to make sure that you can actually pinpoint what caused a difference in result.
A sale is not just a sale, it is a goldmine of information about what your market wants and how to communicate with them. We are looking for the people that we can help the most and give the most value to.
How do we know an ad is working? The answer should seem obvious by now: an ad is working when it is bringing in actual customers.
You are spending one dollar to make two, and the further you can increase that gap, one dollar for one hundred, or even a thousand dollars, the more successful you are.