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Pay Per Click Tips
Pay-per-click (PPC) is by far one of the easiest and quickest methods of driving targeted, consistent traffïc to your website. While this may seem like a daunting method of advertising for some, it's actually quite easy and can end up becoming that one marketing method that you can't live without.
Last Updated - 12th November 2005
Experimenting With Different Search Engines
There are many PPC search engines, with some being better than others. The top two are Google and Yahoo, which was previously known as Overture. It's a good idea to start your PPC campaigns with a small budget, spreading it out over a few different search engines to experiment and see where your target market may be lurking.
Generally speaking, Google Adwords is better for more technically orientated products or services, including software, hardware, web design etc. Yahoo, on the other hand, is better for general consumer products, including insurancë, toys, music etc.
The previous paragraph is very general, and you should analyze your campaigns carefully to see where they are performing their best.
Selecting the Right Keywords
The keyword selection process is probably the most important of all when it comes to creating your PPC ads. You'll need to select keywords that are specific to your product or service offering, but you need to be careful not to select keywords that are extremely popular, as this may deplete your PPC funds sooner than expected.
The keyword selection process begins by asking yourself just one question:
"If I was searching for a product just like mine, which words or phrases would I search for?"
Using your answer(s) to this question as your base, you can then use a thesaurus and common sense to start building your keyword list with plurals, synonyms, similar words, etc.
To see which keywords your competitors are using, simply try searching for them. If you see a PPC ad along the side for your competitor, then note that keyword down and add it to your list.
Another way of coming up with great keywords is to use the overture search suggestion tool.
Type in a set of keywords and it will list similar keywords, including the number of times that keyword has been searched for on Overture (Yahoo) in the last month!
There's often a fine line between selecting keywords that are either too specific or keywords that are too general. Try to keep away from these, as they can often result in wasted PPC funds.
The term "internet marketing" is searched for 825,674 times per month on Overture alone. Combined with the huge number of different advertisers that target this keyword, the top bid for "internet marketing" on Google AdWords is $13.84 per clïck! With an average of 240 clicks per day, a single day of advertising alone would cost $505!
Nöw, unless you have an extremely high conversion rate of visitors to salës, or you're selling a high priced item that usually has a high customer acquisition cost, we suggest targeting more specific keywords. Not only will this decrease your overall competition with other advertisers, but it will also increase the chances of turning your newly found web site visitors into customers.
It's also helpful to note that taking the top bid is not always necessary, and anywhere in the top 5-10 can generate great leads. This really does come down to budget and analysis.
Attracting People to Your Ad
Nöw that we've selected our keywords, we need to get those searching to clïck on our ad, which in turn will result in them clicking through to our web site and potentially purchasing our product.
One of the simplest ways to get peoples attention is to use their search keywords in the title of your PPC ad. This has been proven to increase click-thru rates on ads by over 50%.
Why? Simple. If the potential customer is searching for "Advertising" and the title of a PPC ad begins with "Advertising", then their attention will be grabbed instantly. He or she doesn't need to know much else, other than that the PPC ad is catered specifically for him or her.
One thing to keep in mind is that you can sometimes create a more relevant title by combining your different keywords into one PPC ad.
Another important technique to attract attention to your ad is to differentiate yourself from your competitors.
Now We need to create a description for our PPC ad that will attract the potential customer and let them know that our product is exactly what they are searching for.
Finally, it's good practice to add a "Call to action" at the bottom of your ad. If you're not familiar with this term, its usually an instruction to tell the person to do something, such as "Clïck hëre to view a demo", "Download Nöw", etc.
Marketing experts seem to agree that the average human needs to be prompted to clïck on an ad or take action, so we'll add this line to the end of our PPC ad's description:
Sometimes it's important to reduce the number of clicks your PPC ad is receiving. This could be because you are attracting people who are only after frëe products/services, or even the wrong target market.
The two quickest ways to reduce click-thru's are to make the description of your ad more targeted and to add the price of the product to the ad.
Making the description more targeted can reduce your overall click-thru rate, but potentially increase the likelihood of a clïck resulting in a purchase.
Secondly, by adding the price of the product you are selling to the end of the ad, you instantly eliminate those looking for frëe products, and target those willing to purchase your product or service.
Tracking Your Clicks and Conversions
The fundamental core of a successful advertising campaign -- whether it be a PPC ad, banner ad or even newspaper ad -- is knowing whether or not your ads are actually converting into salës or not.
If your ads aren't making you monëy then you're more than likely better off saving your advertising dollars and adjusting your ads or using your marketing budget elsewhere in your company.
Both Google and Overture have built in tracking and conversion tools that you can use to get a holistic view of your current PPC ad campaigns. You can even use external tools which let you add conversion code to your website to tell you exactly which of your ads are converting into salës and which aren't. This is often referred to as knowing your ROI or Return on Investmënt.
We need to know exactly how much monëy we are making per dollar spent on every PPC ad. If the ROI is positive and we are making more monëy than we are spending, then the ad is working and we can use this knowledge to further improve our other ads or increase ad spending for that particular ad/set of keywords.
If, however, our ads are costing us more than they are returning, then we can reduce our spend, change our approach, or remove these ads altogether. It's a rather simple formula, but frustratingly ignored by many advertisers.
You must track your ads if you want to succeed with any förm of Internet advertising. You should also constantly monitor and adjust your ads according to how they are performing, your return on investmënt, etc.
Disclaimer: The Pay Per Click Tips / Information presented and opinions expressed herein are those of the authors and do not necessarily represent the views of Tips And Treats . com and/or its partners.
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