PPC, or Pay Per Click, is a new and revolutionary way of advertising on the Internet (social media, basically). Some of the most famous websites and social networks that have been offering PPC are Facebook, Google and YouTube. So, what is so new-and-revolutionary about it? Pay Per Click has been described as “A way of advertising your
products on a website wherein the publisher of that website has to be paid every time someone clicks on the ad.” Hence, the name ‘Pay Per Click’.
For large organizations and companies, PPC has turned out to be a giant of a success. But, it continues to terrify the individuals who wish to use it for advertising their music or their bands. The fundamental reason behind this mini-phobia is that PPC involves a great deal of factors that have to be considered before you use it for advertising. In this article, I’ll try to give you a basic guideline to help you overcome that PPC-o-phobia. At the same time, you’ll realize there’s more to PPC than only paying and clicking.
Why do YOU need it?
This is the little birdie that has been twittering inside your head from the moment you started reading this article, isn’t it – the question that why exactly do I need to know what PPC is and how I need to go about it? So, here’s the answer: Suppose you’ve written this phantasmagorical song and you have this little audience comprising of your family and friends in front of whom you flaunt your talent. All they say is, “This is so beautiful, John! You should so totally put it up on the internet and sell it! This is divine music!” So if you’ve actually decided to sell your music on the internet, you first need to realize that you’ll be having an audience that is million times your ‘usual’ audience. Plus, most of them are only going to think, “What’s so special about this John’s song that we spend our dollars just to buy it and listen to it?” THAT is where PPC comes into picture.
You put up a PPC advertisement on a website and this website’s publisher will target the people who are more likely to click on these types of advertisements. So, only people who’ll actually be interested in listening to your kind of music will be shown the advertisement and only they’ll click it (and most probably even buy it). Hence, you won’t have to waste your time spamming people’s inboxes and urging them to listen to your music even when they aren’t really interested.
Okay, so you need to use this. But, how?
Different websites have different advertising programs. Facebook has its own system, while others usually feed their program through Google. You first need to target a certain website that is popular enough to get you clicked within the first few hours. Also, don’t go haywire and start advertising everywhere. By everywhere, I literally mean EVERYWHERE. Usually, paranoia gets the better of a few people and they post ads everywhere in desperate attempts to get clicked by a large population. Don’t. Do. That. You’ll simply be wasting your money. You can use Facebook to gather likes on your Facebook Page. But if you use Google ads, you’ll successfully drive traffic to your own independent website.
Next, we focus on the steps you need to design the best ad campaign for your music.
Step One: Let them know WHAT you are advertising
It doesn’t matter (for now) where you are advertising because any PPC program that you target will want you to state exactly what you want to advertise. In case you are using Facebook’s PPC program, you might be aiming at advertising your Facebook page and also your independent website. But, if you choose Google, you’ll be advertising your website, or your blog, or an online music store that sells your music or something like that. So, set your preferences clear and be thorough with what exactly do you have to advertise. According to that, approach the appropriate website with the kind of PPC program you need.
Step Two: CHOOSE the correct keywords
Once you’ve selected the right PPC program and defined what you wish to advertise, you’ll be required to choose a set of keywords. To know what keywords are, try to picture this – your advertisement is locked behind a few doors. These doors can only be opened if someone searches for few, specific words. This means that these specific words are keys to the locks of those doors and only when the searcher opens one or more of these doors will he be led to your advertisement. Hence, they are known as ‘keywords’.
This leads to the conclusion that if your music falls under Country or Blues, your ads will be shown to people who search for “country” or “blues” or people whose social profile has a record of them being interested in those genres. While choosing your keywords, keep them as simple as you can. Also, avoid using one-word-keywords because they are very commonplace and you won’t really be able to target the audience you actually require. For example, if you make country pop music, you might want your keywords to look like “country pop”. Google gives you the Google Keyword Tool that will help you choose the right keywords.
Step Three: TARGET the right audience
Before you release your ad, you should know what kind of people will want to click it. And once you figure that out, you need to know how to make these set of people click it. When you are selling something, you should know all the right uses of it, and who exactly might want to use it what way. You might want to select your audience on the basis of their age, their status, their choice in music, their past searches, ads they’ve clicked on till date and so on. If you wish to advertise your online store, you might want to use Google so that it directs the searcher to your store directly. If you are targeting music lovers who watch a lot of videos, then YouTube will be it.
Also, you’ll have to keep experimenting with different types of audiences and keeping a check on the number of clicks each set gives you. Yeah, this is more like trial-and-error, but you need to realize that the ‘audience’ we are talking about is nothing but people, and people get bored.
Step Four: USE your PPC budget wisely
You need to analyze a few things before you start spending. Usually, there are two things that might happen – either you’ll end up spending more than you wanted to without getting good results or you’ll get good returns for all the money you spend. If you’re dealing with the first condition, understand that you’re doing it wrong. You need to sit back, analyze, and formulate a new plan. On the other hand, if what’s happening to you comes under the second condition, you might want to spend a little more if you are getting good results. Don’t splurge, but push up your investment by a tiny level.
According to a few statistical analyses, as beginners you can spend $1.00 a day. But if you’ve advertised on popular websites like Google and Facebook, $1.00 might get used up too quickly. So, plan out your budget wisely.
Step Five: CREATE an ad copy and release
The “Create” has been highlighted above to signify that you really need to be ‘creative’ and come up with something that is short, sweet but superlatively catchy. Honestly, nobody is going to click on an ad that simply says “The Best Country Pop” or “The King of Country is Here”. These have become too old school. Also, words like ‘sale’ and ‘free’ have stopped getting the overrated attention they used to. You have to write something that tells people exactly what you are giving them (be honest, you don’t want to get bashed up by the audience later) and you’ve to do this smartly. Give them something funny, not flashy, something that’ll make them think, make them curious and make them want to click on your ad.
Do, do and redo
PPC advertising isn’t something you can get done with easily. You need to keep a constant watch over your web traffic, whether you are getting the amount of clicks you wished to according to your budget analysis. If things are dropping down, you need to perk them up by changing your keywords, by selecting a different audience, by trying out other websites and other ways of advertising, play around a little with your ad copy and so on. Google gives you a free service wherein you get to call their professionals who’ll give you feedback and input on your ads for the first few weeks after you’ve put up your ad on Google. This will be highly advantageous because we all know how experience and professional advice never goes wrong.
All in all, you can conclude that before choosing any, absolutely ANY, mode of advertisement, you need to know that way in and out. You need to keep a constant check on the numbers and on your audience and obviously, unless you fool around with your ad campaigns you won’t really know how NOT to be a fool!