Artemis Internet Marketing are one of the leading companies in Spain providing effective
Internet Marketing in Spain and overseas for a growing number of clients.
Our
philosophy is quite simple. We explain things in plain English and provide realistic targets and expectations. We firmly believe that as long as we do what we say we will do (often exceeding these expectations) we will develop a long term relationship with our clients.
The following post is lesson one in setting up an effective Pay Per Click advertising campaign. To be honest all of the information below is on the Internet if you have the time and dedication to researching the subject. We hope that the lessons that appear here will give you a
head start with advertising your business online.
Remember for the most effective results you need to monitor and tweak the adverts on an ongoing basis. That is where we can help as we offer
Pay Per Click Management services in Spain
That aside whether you want help or not the following lesson will guide you through step one of setting up an effective
PPC campaign.
Pay Per Click (PPC) Advertising Lesson One
Keywords
Whatever product or service you want to
advertise you need to know what keywords people will use to find your services (or products) online. Many will be common sense but you want to make sure you capture as much TARGETED traffic as possible.
We use the word TARGETED as it is one of the most important factors in keeping your AdWords costs down whilst receiving the best quality visitors and leads.
If you have an Italian restaurant in the middle of
Estepona you would not want to use the keywords "Italian restaurants Spain". Yes you will more than likely get far more traffic by using it but only a small percentage will actually be potential clients in your area or about to visit your area. The same goes for property. If you only sell property on the Costa
del Sol it is a waste of money and your time to have the keyword "property for sale Spain". You will get people looking in Costa Blanca, Madrid, Valencia etc. and not be able to help them. YOU would have paid for the click but with no chance of getting the business.
Research suitable keywords
There are some tools to help you with this, although none of them are fantastic, they w
ill give you an idea of the most search terms. The best one seems to be
wordtracker but it is not free.
Try it here. It is however one of the best and most used tools by Search Engine marketers to research suitable keywords.
Take a look at what your competitors are doing. See what words they appear for and do the same.
Adding your keywords - Do you broad match, phrase match or exact match?
This is an area where the majority of people not employing a
PPC management company fall down. Google has various options available for your keywords.
Broad Match - this means that if you enter the words Luxury Italian Restaurant
Estepona your advert could potentially appear for any of the words or any combination of the words i.e. luxury restaurant,
marbella restaurant etc. It could also appear for any other words tagged on to the search query such as luxury restaurant
France, or Italian restaurant central
London.
If your business relies on a certain geographic or sector do not use broad match as the quality of visitors will be lower and you will spend your budget much faster
Phrase Match - this gives you more control over what searches your advert will be found for. To use phrase match you simply insert your keywords inside speech marks. So now the term "
Italian restaurant
estepona" will only be returned if all words are within the search query i.e. restaurant
estepona, Italian
estepona etc. It also allows for words to be added in the search phrase i.e. good Italian restaurant in
estepona, cheap Italian restaurant
estepona etc.
Exact Match - this is used to ensure your advert ONLY appears for the keywords you want it to. To exact match you place your advert within square brackets. So the term [Italian restaurant
Estepona] will ONLY appear for that exact search. The Search Italian restaurants near
estepona will not appear when using exact matching.
You can of course be clever when creating your keyword list but you will need to understand a little more about Google AdWords. You can include negative keywords. This means that by adding a minus symbol - to the front of a keyword if a search has that word in it, your advert will not appear.
For example using the following negative words means that if any of the following terms are included within a search, your advert will not appear.
-
marbella
-
puerto banus
-property
-takeaway
In the next lesson we will take a look at creating effective adverts and landing pages.
In the meantime, if you have any questions about
PPC advertising please feel free to ask