How to place a successful ad for your small company

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When placing a search engine ad, your first job is to figure out what keywords will work best to get people to your website. It's best to be as specific as possible.

One time I decided that I needed to take my own advice and so I launched a paid search campaign, targeting (I thought) event planners who were looking to hire business speakers like me to speak at their conferences.

As such, I created a Google ad for “small business speakers.”

Can you guess what happened?

I dropped about $500 on people looking for a different sort of small business speaker – like Bose and JBL.

There is definitely a learning curve with a pay-per-click (PPC) campaign, so I am here to make sure you learn the easy way and not the hard way like I did.

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The steps to paid search success are these:

1. Consider your keywords

The point of your ad campaign is to send highly targeted, qualified traffic to a landing page or pages on your website. Your first job therefore is to figure out what keywords will work best to get people there.



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