I have hit a ceiling here. There is way too much information out there on digital marketing particularly with SEO and PPC (articles, blogs, whitepapers, guides, demos, case studies etc).
This is mainly of my own doing. I subscribed to every recommended blog out there. Searchland, Hubspot, Google, Moz, Campaign…you name it. Now my inbox is being bombarded with tips and tricks , download this guide, 6 ways to…..arrgghhhh just stop. A lot of this stuff is very repetitive. For me the best way to deal with this overload of information is to just scan through it in order to see what is of interest. Then I can digest these articles in my spare time, which is limited due to a 16 month old toddler.
Every business is different so the best thing to do is play around with Adwords and the keyword planner tool. This first step is worth doing. Complete the Google Adwords Tutorial. This takes about 1.2 hours. It will stop you making a lot of silly mistakes in your first campaign. Then its trial and error from there to see whats working. Another tip is not to thinker too much. I would give each change a week to see what the outcome is before changing it again.
Create a Adwords account, play around with the keyword planner for a while, create a plan with your adgroups (tier #1 e.g. Digital Marketing Services) and keywords (tier #2 SEO help) and create ads for your Adgroups. All of your keywords are then supported behind the adgroups to make sure you are hitting the right search queries.
Remarketing and conversion reporting are more technical and you may need some outside help from someone in the know or a web developer.
Check out this great article I found regarding using the Keyword Planner Tool here.
Keep the faith.