How To Run A First Class PPC Campaign – By Way Of Door To Door Sales

I have been meddling in and around PPC campaigns for a long time. Both in the publisher’s arena and in the advertising space. This article isn’t about being a publisher or making money online; rather, it is about how to sell your products or your services using PPC campaigns.

There is a very vital comparison one needs to make in order to be successful through PPC campaigns – that of setting up and running a PPC campaign the same way someone would approach door to door sales…

In order to sell door to door, you need two things – a qualifier and a sales pitch.

The Qualifier

The qualifier is usually a list that is picked because of some demographic. For example, you start a copier company. Would you go door to door in your local neighborhood? Probably not because no one needs or wants them. They have their scanners and digital printers and everything else. Would you go to the larger companies like General Electric or Geico? No again. They all have corporate contracts, and you could never hope to fill the orders. So you turn to small businesses. Just 1 to 49 person shops with revenue of $500,000 or so.

PPC campaigns aren’t any different. If you are selling an ebook on How To Install Security Cameras In Your Home would you try to market to everyone search for cameras or security on the Internet?  No.  Marketing to those people would be extremely ineffective, and cost you a fortune in clicks that do nothing!

Instead, you would market to people searching for security cameras, home security cameras, or you might even get into marketing to contractors.  That includes using the brand names of security camera companies.  Another avenue you might want to consider is using keywords that are very specific to home security.  They don’t have to have the word “camera” in them!

The Sales Pitch

The sales pitch in PPC campaigns is about 12 words long – the text you use in your ad copy itself.   Run around the Google searches for a bit, and see what I mean.  You get generic advertisements that don’t really tell you a damn thing.  They describe the site, or they might get into product details, but they require no action from you!

Imagine a door to door salesperson that tell you all about the product, naming its features and telling you what it can and can’t do.  Are you going to buy from that person?  Probably not.  But what if that same person walked in your office and started by telling you how his product was going to make your life easier!  And then closed his speech with a call to action.  Now that will lead to a sale.

PPC ads aren’t any different.  Use the text you are allotted wisely.  In 15 words or less, tell the prospective buyer how your product is a good fit for him/her.  Tell them how their life will be easier if they purchase through you.  And include a call to action, so they know right from the get go that they are going to be asked to buy something of sign up for something.  The people that aren’t interested won’t even click on the ads, saving you the money that that click would have cost!

Summary

In general, people will make the decision whether they are ready to buy within the first 5 or so seconds that they are on the landing page.  Which is unfortunate but true.

It is up to you to do a good job qualifying them through their keywords, and selling them through your ad text.

At any given time, you hear people saying that PPC campaigns are a blessing because it is quantifiable and allows them more customers than just a simple website ever would.  At the same time, in a different corner of the Internet, you hear people damning the entire system because they lost so much money and there was no return on investment.

Here is a little secret – the ones who praise the system qualify and sell through their ad text, like I summarized above.  The ones don’t – drive down the freeway and throw money out the window…

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