- If you're new to online advertising,
all the options available to you
can quickly become super overwhelming.
But if you're a small business
or a digital marketer looking to quickly impact your leads
and sales, there's no better method than pay-per-click ads,
otherwise known as PPC.
Part of what makes PPC ads so appealing
is that you only have to pay for an ad
when the user clicks on the ad.
The amount you pay for those clicks
is referred to as CPC or cost per click.
The goal of any PPC ad is to get the most clicks
for the lowest CPC.
Try saying that five times fast, you know what I'm saying?
To help you keep those CPCs low, we recruited one
of HubSpot's in-house pay-per-click experts,
Dominic Taguinod.
First, we asked him to explain why PPC ads are great
for first-time online advertisers.
He said, "PPC campaigns allow you
to precisely target your audience
and place a message in front of them.
It's one of the easiest ways to get your brand
in front of the right people,
as long as you do it correctly."
So if your PPC ads run correctly,
HubSpot has a free PPC kit that you can download
from the link in the description below.
It'll help you keep up with the competition
that's already profiting from PPC ads.
Now let's jump into the strategies you need
to run a successful PPC ad campaign.
First is deciding where you should run your ads.
Every online advertising platform offers some form
of pay-per-click solution.
So we asked Dominic Taguinod his advice
for choosing the right outlet.
He told us, "There's no one-stop shop
for every available audience.
Your customers might be searching
for your product or service,
or maybe they need to be introduced first
through social media."
In other words, you can focus
on capturing leads via search engines like Google
where the user types in what they're looking for
or you can use in-feed ads on social media
to capture a targeted audience
that might be interested in what you're selling,
but needs to be made aware of it first.
Why choose one method over the other?
Well, PPC ads on search engines respond specifically
to intent like I intend for you to click on my ad.
The user is actively searching for information
and your relevant product or service
can be the first result they see.
It's hard to imagine being more right place,
right time than that.
New advertisers also like search ads
because they're easy to launch.
You don't need to spend time taking photos
or shooting videos to use in your campaign.
As someone who shoots video for a living,
I find that very hurtful, and I completely understand.
All you have to do is enter the text
and start running your ad right away.
You pay Google every time a user clicks on your link.
And hopefully, that click turns into a lead or sale.
It's that easy.
The problem is not every product
or service gets enough search volume.
And if nobody Googles what you're selling,
then search ads won't work to increase business.
Instead, you need to increase awareness
while encouraging clicks.
That's why social media ads are great for just that.
For example,
did you know there are apps designed specifically
to help you find and cancel subscriptions
that you forgot you pay every month or year?
Me neither, but after seeing this ad
on my social media feed,
I clicked the install button on my phone
and it saved me a ton of money.
I totally forgot
about that intermittent fasting app I downloaded back
in 2020.
Placing your social media feed ad
in front of the right audience
can help you get those clicks,
leads and downloads you're looking for.
No matter whether you choose search
or social pay-per-click ads,
it's important to set parameters
before you start running any campaign.
Otherwise, and not that I know this from experience,
you'll end up wasting money on ads that underperform.
You need to get specific
about the exact result you want to achieve.
So if you're selling a mobile app,
your immediate KPI is probably people installing the app
on their phone.
KPI should be mashed up with other metrics
like average lifetime value of a customer,
determine if the pay-per-click ads you're running
are actually worth what you're paying for.
A lot of people ask,
"How much should I be paying for my PPC ads?"
Well, according to our expert, Dominic,
"The best way to determine your cost per click, CPC,
is to reverse engineer
from your acceptable cost per acquisition."
Of course, there's a difference
between acceptable cost and optimized cost.
A lower CPC means less money spent for the same revenue
and more money going towards your bottom line,
which is why even after you've learned
how to run basic PPC ads, you'll wanna put effort
into optimizing them to get the best results.
You can do that by testing different ad copy or graphics
or special offers and comparing the results like, "Hmm.
Yeah, the ad copy where I told everyone that I would cry
if they didn't download my product, uh, that didn't work.
Hmm. Hmm. I learned something today."
But another way to improve your CPC
is through better targeting.
No matter where you run your PPC ads,
you can target them to a specific audience.
This can be done in two ways.
The first is through keywords
which are actually short phrases
that help search engines make sure
you're advertising matches what the user is looking for.
Google Ads has built-in tools
that will recommend keywords based
on the landing page your ad points to.
It's important
that your landing page matches the offer you're advertising.
You don't want to just point to your homepage.
That would be foolish, all right?
Create a specific landing page for each ad
so the user can make a purchase or sign up
for more information in just one click.
Google can also make suggestions based
on your specific product or service
or you can mainly enter your own keywords.
If you wanna do your own keyword research,
there are dozens of tools online
that will let you dive deep into analyzing the best keywords
for your product or service.
I did a whole video on keyword research
that you can find in the description below.
In addition to keywords,
both search and social media platforms offer targeting
by user interest and demographics.
You can target by things like location,
language spoken by the user
or interest as they pertain to your product.
These are all great ways to get your ad
in front of the right customer.
The better suited the ad, the more likely the click
and the lower the cost per click.
And look at me.
I think we can all agree that that's the good stuff,
(laughs) you know what I'm saying?
Now, in order to know how well your ads perform,
you need a system to keep track of the analytics
that will tell you if your ad campaigns
are moving the needle in the right direction.
You wanna track things
like the number of impressions your ad received,
the amount of clicks those impressions generated,
how many of those clicks became conversions
and the average cost of all three.
Remember that free PPC kit link I mentioned
at the beginning of this video,
it includes a template for recording all
of the essential PPC ad metrics
so you can easily evaluate and improve your PPC efforts.
It also includes a spreadsheet
to help you organize your future ad planning.
And there's a checklist
that you should review every time you're ready
to run a new PPC ad campaign.
You can download the whole kit for free
from the link in description.
And don't forget to smash the subscribe button
and ring the notification bell so you never miss a video
that will help you learn all the tips and tricks
for online marketing.
That's what we call the HubSpot way.
Now, if you'll excuse me,
I got some ads that I'm gonna go click on,
you know what I'm saying?
You won't see me for a while.
Until then, I'll see you next time.
- I can't find this client info.
- Have you heard of HubSpot?
HubSpot is a CRM platform
so it shares its data across every application.
Every team can stay aligned.
No out sync spreadsheets or dueling databases.
HubSpot, grow better.
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