PPC (pay per click) and Twitter: The Nitty Gritty details

BigBlueBowerBird

This nitty gritty details of PPC (pay per click) and Twitter post is brought to you by yesterdays post What do PPC (pay per click) and Twitter have in common? Everything! After making it’s rounds on Twitter I received several DM’s asking for more info and a deeper explanation, so here we go.

Keywords
Keywords are the backbone of a PPC campaign. If you don’t have your keywords list ready you won’t know what you want to bid on and you won’t be able to write your ads and so you won’t have a PPC campaign. It’s really that simple. When it comes to Twitter and using it’s search feature you’re going to be searching for keywords.

Lets stay with the bird theme I started yesterday (it is Twitter after all) and say you run a store that sells bird supplies online. A very simple keyword list you might be using for a PPC campaign might look like this:

  • Bird Cage
  • Bird Feeder
  • Bird House
  • Bird Food
  • Bird books

Depending on how in depth you want to go and competitive the field is you might have a list that spans dozens or even hundreds of keywords you bid on, but for the sake of simplicity lets just say these 5 are your main ones that cover the largest portion of your business.

If people are looking for it on Google, chances are they’re also talking about it on Twitter. What you want to do is take your keywords, do some searches, and then get the RSS feed of that search sent to your Google Reader or feed reader of your choice. If you’re not using an RSS reader use Google’s, it will make your life easier.

Here’s an example using our keyword Bird Books

BirdBookTweets

It’s not anyone looking to buy a bird book, but there were people talking about a really cool bird book that seems to have recently come out (it actually is an incredibly awesome site: The Bird Book). If you have anything that compares in your shop to what’s being talked about bring it up, or simply join the conversation and make some new friends.

Once you have your lists setup and they’re being delivered your RSS reader then you can setup a schedule to look through them. When you do this think of them as leads, they’re people who could possibly be interested in what you’re offering so screen the results as they come and look for good, qualified leads of people looking for what you’re selling.

Optimizing
Optimization is a big part of a PPC campaign, you look at what words and ads are performing, which ones aren’t and you try out alternative copy inject holiday relevant terms with your other keywords, etc. If a keyword or an ad isn’t performing and it’s just not getting the kind of conversion or traffic you want then you cut it. Same with Twitter keyword searches.

Using the Advanced search option (to the right of the search box) you can create more detailed searches and optimize what you’re looking for as you hone your feeds and figure out what’s working and what’s not. Right now I have a list of 25 search feeds delivered to my RSS reader that I work with and optimize as needed and check 1 – 2 times a day.

It will take time and some work will need to be done with it, but  it will help you connect to the right people and help you find the right kind of leads. Keywords and searching is where the power of Twitter comes from, use some of the efforts you’ve already put in place through other marketing methods and start integrating everywhere you can, in the end it will make things easier to manage.

Thank you for reading,
Josh “Shua” Peters

P.S. How was that? Better? Did it help clarify? Are there any other questions you have about this idea? If you do, please put them in the comments.

image by Oddsock

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