How to get predictable leads using pay-per-click advertising

Pay-per-click or PPC is online advertising that charges you for each click or action the viewer takes. What’s great is you only pay for the result, instead of the distribution, such as with print marketing. 

Anyone’s who’s used Google or Facebook has seen PPC in action. On Google, it’s the ads that show up on the right side of the search results. On Facebook, it’s ads that show up as Sponsored posts in your newsfeed or the right column ads.

Of course, there are more PPC vendors than just Google and Facebook, such as Bing, Yahoo, Twitter, LinkedIn and YouTube, to name a few.

On November 10, Garry Wise and I will be showing you how to “Get Predictable Leads Using Pay-Per-Click Advertising.” Join us for an in-depth training, loaded with real-world examples!

Tuesday, November 10 at 9 a.m. PST/ 12 p.m. EST
Claim your spot now!

The common PPC experience

The most common experience with all people who use PPC is this: they run a campaign based what they think their audience wants. They let that campaign run for a while and get terrible results. The conclusion they come to is PPC — or Google, Facebook, etc. — doesn’t work for their business. They run the campaign, get bad results, and stop.

This common experience stems from not understanding the process for using PPC in your business. There is a very specific set of steps one must take to make PPC work for any business. I say “to make PPC work” because PPC must be designed, tested, tracked, refined and retested until the desired outcomes take place.

When you take the time necessary to learn and implement PPC right, it can become a very predictable stream of business. It can be a lever you can turn up or turn down, based on your bandwidth and ability to do something with the opportunities you’re purchasing. 

The process for implementing PPC

So what is the process for using PPC? First you design your objective or the outcome you want. The outcome might be to get a prospect to request more information or to buy something for your website. The more specific the outcome, the better, because you’re going to design your “funnel” around the outcome.

With the right outcome, or goal, in mind, we can begin on get our PPC ads to the right people with the right message.

 The general approach is this: we take our best guess at what the “right message” is in the form of building ads, we then take our best guess at finding the “right person” using our PPC platform of choice. We run our first campaigns with the perspective that we are using those campaigns to get data to help us discover the right message and people.

Once we’ve done this, we use the reporting tools to craft and test new messages and to fine tune our targeting to the right people who respond to our messages or ads.

Want to learn more?

On Tuesday, November 10, at 9 a.m. PT/ 12 p.m. ET, Garry Wise and Chris Scott of The Paperless Agent will be hosting a live training on “How to Get Predictable Leads Using Pay-Per-Click Advertising.”  During this session, Garry and Chris will show you examples of campaigns they’re using from GoodLife Realty, their brokerage in Austin, TX.

Select Members: Attend this webinar and get the Online Marketing Kickstarter Kit containing everything you need to jumpstart your pay-per-click advertising campaign.