Tweet



.
Close


  • 6. Consider Using Paid Advertising
  • Rule 2: Start Small and Scale Up

Rule 2: Start Small and Scale Up

HIGHLIGHTS:
  • "Start small" means you should start out with ads that only appear when searchers enter targeted, specific "long-tail" search phrases

  • Long-tail phrases have much lower search volumes (so you won't be risking very much money) and those who search for them usually have a much higher intent to buy (i.e. they're in "buying mode")

  • Choosing which search phrases to target for your ads is completely separate from the main 1-2 keyword phrases you're trying to get ranked well in Google through your SEO efforts

  • With PPC, you should start out by targeting search phrases containing:

    • a brand name
    • a product name or model number
    • buying words
    • descriptive words

  • "Scale up" means doing the following:

    • Start with very targeted, long-tail phrases

    • If your Actual Cost Per Conversion is less than your Maximum Cost Per Conversion...

    • Create more ads for slightly less targeted search phrases

    • If your Actual Cost Per Conversion for those NEW ads is less than your Maximum Cost Per Conversion...

    • Create more ads for slightly less targeted search phrases

    • Continue exanding out to more & more general, broad search phrases until you reach the point where Actual Cost Per Conversion for the NEWEST ads basically equals your Maximum Cost Per Conversion

    • Then stop scaling up any further!

Video Q&A

  Login or create a free account to ask a question
No public Q&A yet. Be the first to ask a question about this training video...
clear