4 Things to Consider Before Performing PPC Advertising

What is PPC advertising? PPC advertising also referred to as “Pay-Per-Click” advertising is a form of promotional campaign whereby you pay a fraction of your ad spend any time someone clicks your ad. 

PPC advertising is common among prominent social media networks, although most digital agencies have adopted the same advertising strategy as part of their B2B service delivery. 

There are multiple PPC advertising companies such as;
Neil Patel digital, FroggyAds, etc.. Typically any digital agency you could think of, provides such services.

Over 90% of Google’s total revenue comes from its PPC advertising platform because it is extremely effective in outbound marketing. 

Away from the facts and figures, as an affiliate marketer, it is important to consider a few things before proceeding with spending money on advertising.

Most affiliate marketers lose money on PPC campaigns (i.e., fall short of their ROI target) because they fail to carry out proper research and planning before spending on promotions.

In this post, I am going to be sharing four primary things to consider and review before embarking on a PPC campaign, including any other form of advertising.

#1 Spending on the right product

This may seem trivial but it is very necessary. Some affiliates spend money advertising the wrong products, and by wrong products I mean:

*Products that do not have a high demand.

*Products that have low commission rates compared to the sales price.

*Products that are too competitive

*Products with a high refund rate, and so on…

It is a waste of valuable time and resources trying to launch an advertising campaign for products that have a low target market or a product with a low commission rate.

Choosing the right product is definitely the first thing you should consider, in order to start your campaign on the right foot.

To find out more about how to choose the right product to promote see this

#2 Budget Planning

Budget planning is the next step to consider after choosing the right product, and we are going to be looking at this issue from two distinct angles:

*Your mindset towards planning a budget

*Method of PPC budget planning

Your plan on how much to spend within a certain period of time for your PPC advertising should be carried out with a mindset.

What mindset? The mindset that you are spending XX amount of money, and you are expecting XX amount of results within the duration of advertising.

In the opening chapter of Benjamin Graham’s notable work “The Intelligent Investor: A Book of Practical  Counsel”  he made clear the difference between an “investor” and a “speculator”. 

According to Graham:

“ An investment operation is one which, upon thorough analysis promises safety of principal and an adequate return. Operations not meeting these requirements are speculative.”

Going by this point, an investment budget is more thorough and assuring,  than a  speculative budget, therefore, the question you should be asking yourself  when planning a PPC budget is – which category does my budget plan fall under? 

The goal and mindset for spending money on advertising (PPC, or any other form) are for the sake of results, profit or ROI, this means establishing the groundwork for ensuring that your budget promises safety and return is very crucial.

Secondly, the method of creating a budget for your PPC advertising depends greatly on your preferred platform. Not all PPC platform operates at the same average CPC (Cost-Per-Click) rate, and not all produce similar results.

For example, see the difference between the Average CPC of Facebook Ads and Google Ads in the images below:

Data from WordStream.
Data from WordStream

CPC: Total Amount Spent / Total Amount of Clicks

This formula can help you structure your budget, to determine the results you are expected to achieve for each penny you are spending on your campaign. 

Other things to consider when setting up your budget are:

*Total Impressions per daily spend.

*Total estimated reach per daily spend.

*Total ad clicks per daily spend.

It may seem overwhelming, but it is quite comprehensive, each PPC platform has been designed to show you most of these figures to help you plan your budget better, for example, see this image from Google Adword displaying data of impressions, clicks, and estimated reach per daily spend.

The “mindset” factor also plays a major role in determining the appropriate approach in setting up your budget, that is, if you are speculative about the results of your advertising budget it is better to go for the least amount of daily spend, but if you are sure of the analytics and safety of your returns, then it is better to increase your budget spend.

To get more in-depth knowledge about the math behind analyzing budget according to how  PPC platforms operate, you can refer

#3 Choosing the right PPC platform for promotion

Consider your options carefully, not all PPC platforms are created equal, some are better in getting you to your target market faster than others (depending on the niche or category of product you are marketing). 

In terms of advertising costs, some PPC platforms are cheaper and more productive than others, for example; running a Facebook PPC campaign is cheaper and more productive than running a LinkedIn PPC campaign (Honest review). Google PPC advertising is more affordable and effective compared to other PPC services like; Wordstream, FroggyAds, Bing, etc..

Therefore, when choosing a platform, weigh your options carefully, by considering pricing (budget per daily spend and budget per monthly spend) and other prospective results.

#4 Keyword Targeting

This defines who should see your ads. To refer to our Graham’s quote stated earlier, most ads spend are sometimes speculative (may or may not produce results) because proper research has not been employed in identifying essential keywords that could help in targeting the right audience.

It is not enough to choose the right product as we discussed earlier but to target the right audience. 

Again, each PPC platform has its respective ways of keyword research that are specific to the type of audience or prospects you need.

What to consider when carrying out Keyword research and targeting:

*Location: your target country, city, state, etc… your target location should be based on the consumption rate of the product you are promoting, (i.e., if such a product is highly utilized in such city or state) and if the product can be easily shipped to such location.

*Demographics: usually the age, gender, language, of your target audience.

*Behavior & Interest: usually determines how engaging and receptive your audience are to such product or service.

Interest-based targeting is the benchmark for making sales on any social media platform, especially on the Facebook ad manager.

Aside from Google Ads, Facebook ad manager is the most preferred PPC platform when it comes to interest-based targeting because they provide sufficient data relating to experience, behavior, and interest of their users, through the
Facebook Audience Insight tool.

This makes it extremely effective to understand what specific keywords you should focus on before running your promotional campaign.

Whatever, PPC platform you choose to use for your campaign strategy, always remember not to be ambiguous with your keywords while trying to target your market.

For instance, an ambiguous keyword could be “dog”  and you are trying to promote a dog collar specifically crafted for Labradors, another example could be a Slow-Carb recipe, and you are targeting the keyword “Fitness & Health”, or “Nutrition & Diet”.

The keywords “Fitness & Health”, “Nutrition & Diet”, are ambiguous concept with lots of different categories, it is ideal to narrow it down to the specific product you are promoting. 

For narrowing down your keywords I recommend you practice this procedure, for example, if you want to promote a Slow-Carb recipe:

*The first step would be to search for a popular or prominent figure in the Slow-Carb niche, maybe a Slow-Carb recipe specialist, author, or company.

Let’s assume you searched for Tim Ferriss.

*Secondly check the related and suggested keywords associated with your search. Now, these associated keywords can be based on interests or search queries, depending on the platform you are using, whether it is Facebook, Google, Pinterest, etc.

Let’s assume the related keywords found are other pages or queries people also love, such as; Slow-Carb nationKeto diet4505 meats (a food company specialized in Pork rinds), Fox-Hill Kitchen ( a food company that serves slow-carb and low-Carb meals).

*After writing down these related keywords based on interests, then choose the keyword that best fits your product.

In this case, since people also love Slow-carb nation, and you are promoting a Slow-Carb recipe, then Slow-Carb nation should be number 1 on your target list. 

Again, since people also love Fox-Hill Kitchen, which is a restaurant people go for Slow-Carb and low-Carb meals, then it should also make your target list.

This is basically the idea behind narrowing your keywords to target your audience based on their relative interests.

As I stated earlier, keyword targeting ( based on interests) on various PPC platforms are different, but with this procedure, narrowing down your keywords irrespective of the platform should not be difficult to handle.


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