Pay Per Click Marketing
Pay Per Click Marketing
Introduction
One of
the most effective marketing techniques is pay per click advertising. And the
most beneficial aspect of this type of marketing is the fact that you don’t
need to pay a set fee. Instead you pay for each occasion someone clicks on your
ad.
To
narrow it down even farther, you choose specific keywords and then bid for
placement of your ads for those particular keywords. That way, your advertising
is highly targeted, limited to only those individuals who are actively and
deliberately using those precise search terms.
In
other words, you have the ability to reach people who are already interested in
your specific offer or product.
By
doing it this way, you have a great deal of control over your buying public and
the amount of money you pay for advertising. The only downside, of course, is
the fact that over-spending can take place much too easily.
In
order to combat that possibility, you need to make certain you place ads that
possess two key elements…
1. They attract qualified prospects and not random
viewers.
2. They’re based on keywords that are directly related
to what you’re offering.
Naturally,
there’s more to it than that. But those two elements alone will help prevent
you from over-spending.
As long
as you establish a budget - and stick rigidly to that budget - you can relax
and concentrate on things like improving your pay per click ads and expanding
your advertising reach.
A good
solid pay per click campaign is worth its weight in gold, not just in revenue
but with regard to the overall benefits.
First
and foremost, initiating pay per click campaigns will enable you to drive an
unlimited volume of targeted traffic. And, you can do it from the moment your
ad gets published.
Compare
that to other advertising or traffic generating methods. With basic “organic”
SEO, for example, you would have to wait until the search engine spiders
crawled your website and then hope your income-producing pages ultimately get
listed.
Although
organic SEO is highly profitable, it can take a considerable amount of time
before you experience enough targeted traffic to make it financially
worthwhile. With pay per click, you have the potential to bring in revenue
within hours of launching your campaign.
Another
advantage is the ability to benefit from highly competitive search phrases. If
you were simply waiting for traffic to arrive through the usual search engine
tactics, you would most likely avoid those types of keywords.
With
pay per click, you merely have to bid higher than most of your competitors.
Having done that, you’ll automatically begin to benefit from any and all
traffic associated with any given search phrase.
Additional
benefits are tracking and testing. In order to accurately determine the return
on your investment (ROI), you need the power to track all your ad campaigns.
You
also need the ability to test any and all pay per click ads. Instead of diving
head first, you can run minimal campaigns just to see whether or not they have
the potential to be financially successful.
Of
course, with all pay per click ad campaigns, it always comes down to how much
money is being spent versus how much income is being generated. And that’s the
major pitfall.
Implementing
solid organic SEO tactics, you can be rewarded with months or even years of
targeted traffic. And all without spending a dime. Pay per click traffic,
however, will only work as long as you continue funding your campaigns.
Truth
be told, this type of advertising can be a blessing or a curse. If you do it
right, you can generate a substantial amount of income from each and every ad
you place.
On the
other hand, if you fail to put together a good solid campaign, you could be
literally throwing a great deal of money away.
Like
any other form of paid marketing system, you have to ease into it. There are
just too many variables not to. Try it. Kick the tires. Take it for a test run.
Then, if all goes well, you can expand your advertising efforts.
Making The Most Of PPC
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The
very first thing you should do - even before you plan your pay per click
campaigns - is establish exactly who your target audience is.
For
example…
·Is there a specific age group
you need to reach?
·Is gender a major factor?
·Is their family status relevant?
·Is their income level important?
·Is their education level
important?
Overall,
you need to choose the type of people who can most benefit from whatever
product or service you’re offering.
You
also need to zero in on those individuals who will be most receptive, people
who have a specific problem or need that you or your product can satisfy.
Without
this type of information, you’ll get off to a very rocky start, one that could
cost you a great deal of money.
Adversely,
if you know exactly who you want your advertising to be geared toward, choosing
the right keywords will be a much easier task. Plus, your campaigns will be
much more effective.
Your
goal is to select keywords (search phrases) that form a direct connection
between your product or offer and the people who are interested in that
particular product or offer.
Basically,
you need to determine your own expectations and then choose keywords that will
attract the individuals who can fulfill those expectations.
Keyword
Strategy
Following
are the key aspects of developing a cost-effective pay per click keyword
strategy.
1.
Above all else, you need to determine exactly how much you can afford to bid on
any given keyword. In order to do that, you need to first calculate how much an
individual visitor to your website is worth.
2. It’s
not necessary to be in the number one position in order to experience a
financially successful campaign. Anywhere in the top three would be exceptional,
but even having your ad appear in the top ten would deliver good income results
in most instances.
3. In
many instances, you can get substantial benefit from bidding on commonly
misspelled keywords or lower priced variations. Rather than pay several dollars
per click - as you would for the most popular and competitive keywords - you
could be spending as little as a nickel per click for similar and misspelled
keywords.
4.
Rather than choose a small number of the more popular keywords (which most
often carry the highest bid prices), bid on a larger volume of less competitive
search phrases.
5. Shy
away from the most commonly used general keywords and locate ones that are much
more specific. You might not receive an exceptionally large volume of traffic,
but your overall sales conversions will be much greater due to the highly
targeted prospects you’ll be receiving.
6.
Conduct test marketing in some of the less popular pay per click search
engines. Although Google AdWords ( http://adwords.google.com/select/ ) and
Yahoo Search Marketing ( http://searchmarketing.yahoo.com/ ) are the top two
players, you can still get good solid results from some of the other services…
MIVA
(formerly FindWhat)
MSN
Paid Search Advertising
http://advertising.msn.com/searchadv/
Kanoodle
Enhance
Interactive
LookSmart
LookListings
http://aboutus.looksmart.com/p/aboutus/advertise/
Espotting
(UK Search Engine)
Pay per
click search engines such as these might not provide the same kind of traffic
you’ll gain from Google and Yahoo, but they’re capable of producing a
respectable amount of income at a much cheaper cost.
To keep
informed of all the current pay per click search engines, use Pandia’s Guide
which is located at http://www.pandia.com/optimization/ppc.html.
6.
Always write separate and independent ads for each offer that you’re promoting
(these ads would be specific to each of the keywords you’re bidding on). This
allows you to send prospects to a highly targeted landing page, giving
searchers exactly what they’re looking for.
7. Take
advantage of some of the specialty pay per click search engines. You’ll find
ones that are targeted toward niche areas such as gaming, Nascar, pets,
science, and travel. You can find many of them listed, along with a brief
description, on the Pay Per Click Search Engines website at http://www.payperclicksearchengines.com.
Writing
Killer PPC Ads
Just
like choosing your keywords, each of your pay per click ads needs to be written
with a specific target audience in mind.
For
example, if the individuals you’re trying to reach are women in the 30 to 45
age category who live in a somewhat rural environment, are married and have
children, that’s who your ad should be specifically addressed to.
If your
ad is written in a more general demographic nature, you could be attracting
scores of people who would not benefit from what you’re offering (men,
teenagers, elderly).
Don’t
forget… you’ll be paying for each and every click your ad link receives.
So the
third most important aspect of any pay per click campaign (the first two being
target audience and keywords), is writing ads that work from two different
directions at the same time.
The
first direction is attracting the precise prospects you need in order to
fulfill whatever results you’re expecting to achieve - selling a product,
generating more newsletter subscribers, and so forth.
The
second direction is a bit more tricky. You have to actually deter any and all
individuals who would not be seriously interested in your offer.
Basically,
you need to create an ad that will weed out tire-kickers while at the same time
cause ready-to-act prospects to click over to your landing page.
Attracting
the right type of individual can generally be whittled down to merely using the
search phrase in the title and/or body of the ad.
If the
individual is searching for “dog training collars”, they’re most likely to
click on ads that display those exact words. And they’ll click on those ads
first. Then, if they still don’t find what they’re looking for, they’ll try
some of the other ads, ones that either don’t display their search term or have
some variation of it.
But
let’s say your landing page is all about electronic dog training collars. In
that case, you want to make certain that the only people who click on your ad
are in fact interested in what you’re offering and not some other type of
collar.
In that
particular instance, you definitely want to include the word “electronic” in
your ad, either in the title or the body. By doing that, you’ll automatically
whittle your click-through results down to prospects who are highly interested
rather than merely lukewarm.
Another
method of eliminating almost every lukewarm prospect is to include the actual
price of the item. This won’t work with every product or service, but when it
can be used, it will help isolate those individuals who already have a
particular price in mind.
If your
price is higher than what they’re willing to pay, they won’t even bother to
click on your ad. If the price seems reasonable, they’ll go to your landing
page fully prepared to spend “x” amount of dollars for the product associated
with their search.
The
same concept of divide and conquer can be applied to any information you
include in your ad. It’s simply a matter of being brutally honest about
whatever it is you’re promoting.
That
means making certain whatever you state in your ad doesn’t conflict with what
the prospect finds when they reach your landing page.
Using
gimmicks or “false” advertising to drive traffic to your website will have only
one result… it will cost you, both in terms of money and credibility.
If a
person is searching for a particular item, don’t lead them to believe you can
deliver that item and then attempt to talk them into something else when they
arrive on your website.
The
most effective pay per click ads are those that state exactly and precisely
what is being offered on the other side. Anything less than that and you’re
pretty much wasting one of the best means of gaining hot targeted prospects.
A good
method of developing effective and eye-catching pay per click ads is simply
looking at what your competitors are publishing. Just search using one of your
keywords and then take note of how the top position ads are written.
Although
you can’t “steal” their ads, it will give you a solid indicator of what type of
headline and text content work best for any given keyword or search phrase.
Just use that knowledge to format your own ads.
Naturally,
no matter how effective you think your ads might be at the start of any
campaign, you’ll still need to track and monitor them on a regular basis.
That’s the only way to find out for certain what kind of results an ad will
generate.
Once
you’ve established the average performance of an ad, you can decide whether
it’s worth fine tuning (in an attempt to get higher results) or whether it
should be taken completely out of the running.
Solid
PPC Landing Pages
No
matter how hard you work on your pay per click ads, they’ll be totally
ineffective if you don’t aim them in the right direction.
Referred
to as a landing page, this is where visitors are taken once they’ve clicked on
an ad. The more relevant and productive the landing page, the higher the
conversion rate.
Of
course, whatever landing page you associate with any given ad campaign depends
entirely on what course of action you want the visitor to take.
Do you
want people to sign up for your mailing list or subscribe to your newsletter?
Then you’ll need to direct them to a page that effectively promotes the capture
of names and email addresses.
Do you
want people to purchase something from you? Then you’ll need to direct them a
sales page that effectively turns a lukewarm prospect into a hot buyer.
Naturally,
it’s entirely up to you just how effective your landing page is. You’ve already
pre-qualified these visitors by choosing the right keywords and publishing a
killer ad. The only thing left to do is make the final conversion.
If your
pay per click campaign isn’t giving you the results you want, look toward your
landing page.
·Is it the right landing page for
that particular campaign?
One of
the primary reasons pay per click ads fail to produce is because of the landing
page. Either it’s the wrong one (for example, sending visitors to the home page
rather than a specific product page) or it isn’t powerful enough to get the
desired result.
Above
all else, the landing page must conform to and deliver whatever the visitor is
expecting to find…
If a
visitor conducts a search using the term “electronic dog collars”, they expect
to arrive at a landing page that focuses specifically on that particular
product. Make certain that’s what they get and not a generic listing of every
other type of dog collar.
·Does the landing page have the
ability to close the deal?
If
you’ve gotten a visitor all fired up with your pay per click ad, don’t drop the
ball when they arrive on your landing page.
You
know they’re pre-qualified because your ad did the job it was intended to do.
You’ve got their attention and their willingness to take you up on your offer.
Don’t blow it by subjecting them to some half-hearted attempt to get the action
you need.
If
you’re trying to sell a product, then you’d better be prepared to hit your
prospects with some very compelling sales copy. If you don’t know how to write
the kind of sales copy that will result in high conversion rates, hire someone
who can.
If you
want people to subscribe to your newsletter, you need to actively sell it. Tell
them why your publication is exactly what they’re looking for. And you do that
by making certain your “sales” pitch is based on the search phrase they used to
get there.
Here’s
an example…
Let’s say
the search phrase for one of your ads is “dog training tips”. Although you sell
a variety of dog training products on your website and promote the products
through your newsletter, you also have a feature segment that gives out free
training tips and advice.
Since
the visitor got to your landing page by using the keyword “dog training tips”,
you know they’re not interested in purchasing dog training products. At least,
not yet. So the content of your landing page for that particular keyword should
be centered around the valuable tips and information your newsletter provides.
Of
course, once you’ve converted that person from a random visitor to a subscriber
of your newsletter, you can begin to promote all those wonderful dog products
you sell. You just don’t want to do it on the landing page that‘s tied to the
phrase “dog training tips”.
That
page should be focused entirely on what the visitor is looking for. And nothing
more. If you dilute the page by adding information other than what they’re
looking for, there’s a good chance they won’t even bother signing up for
newsletter.
It’s
also a good idea to conduct tests. Try different landing pages and see which
one produces more results. Or simply beef up the content of the landing page
(change the headline, add a bonus, tweak the sales copy).
Google
AdWords
Of all
the pay per click options, the Google AdWords program is by far the best choice
for effective advertising. And, you can implement two different types of ads…
Search Match - These paid “sponsor” ads are listed on
the top and right-hand side of Google’s search results pages.
Content Match - These are Adsense ads which are placed
on websites other than Google. They are displayed either vertically or
horizontally on the page, based on the display options an individual webmaster
chooses.
With
search match ads, the top positions aren’t determined by the price that’s paid
per click. In order to achieve that coveted placement (and move from the
right-hand side of the Google results page), an ad must receive two things:
1. an extremely high click through rate
2. manual approval by a Google AdWords worker
Just
keep in mind that top placement does not necessarily equate to higher
conversion rates. That’s why it’s important to test different strategies with
regard to positions as well as constantly track and record your conversions and
ROI.
AdWords
also gives you the ability to choose between four different methods of search
phrase targeting…
·broad match
·phrase match
·exact match
·negative keyword
Broad
match - Your ad can display for either the keyword phrase or some variation of
it, even if the words are out of order or separated by other words. Although
this works well with highly specific searches, it can result in a large number
of non-targeted clicks for general terms, especially those that carry more than
one meaning. For example, “dog songs” can match “songs by three dog night”.
Phrase
match - Your ad will display for a search phrase just as it’s written, whether
included with other words or not. For example, “dog training” can match the
phrase “electronic dog training collars” but not “training dogs”.
Exact
match - Your ad will display for the precise search phrase, exactly as it’s
typed, and nothing else. For example, “dog training” can only match “dog
training” and not “dog training methods”.
Negative
keyword - This allows for the exclusion of certain words by placing a hyphen in
front of them. For example, if your keyword is “dog training collars” and you
want to exclude results that are associated with electronic collars, you can
specify “-electronic” as your negative keyword. Any match with electronic dog
training collars will then be automatically eliminated.
By
choosing the correct keyword matching option, you’ll be able to reach more targeted
viewers, improve your conversion ratio, lower your per-click cost, and increase
your ROI.
In
addition to keyword matching and practicing the top two pay per click success
methods - targeting the right audience and bidding on cost-effective keywords -
the following will help generate greater AdWords results.
Assuming
it applies to your particular promotion, you can dramatically improve your
conversion ratio and increase sales by restricting your ad views to certain
languages and/or locations. Simply select the languages and countries you wish
to target when you’re creating your individual campaign.
Another
method that is extremely effective with AdWords is to use your keywords in the
title or the body of your ad, or both. This not only makes your ad stand out,
it will attract more targeted prospects, mainly because they see the phrase
they’re searching for and naturally assume you’ll be able to satisfy their
search criteria.
Since
Google allows you to create different ad groups for different search phrases,
it’s a good idea to take full advantage of this feature. That way, you’ll be
able to easily test your ads for relevance as well as polish and improve them
for maximum click through results.
Of
course, the best thing you can do in order to achieve the highest financial
results with Google AdWords is conduct proper research. In the world of pay per
click, that equates to locating targeted keywords that are associated with a
substantial number of monthly searches but have little or no competition.
You can
conduct that kind of research manually, gathering all the information by hand,
or you can save a considerable amount of time and effort by simply using a
software program like Ad Word Analyzer ( http://www.adwordanalyzer.com ).
Either
way, the more energy you invest in your preliminary research, the more
successful your Google AdWords campaigns will be. And that means only one
thing… more money in your pocket.
Tracking
Your PPC Campaigns
With
any pay per click campaign, there are two performance aspects that are critical
in establishing what type of results you ultimately achieve.
The
first one is the click through rate. This lets you know what percentage of the
people who are exposed to your ad actually click through to your landing page.
The
only problem with this particular statistic is the fact that anyone who
accesses the page where your ad is located would be included in the results.
But just because someone visited that page doesn’t mean they actually viewed
your ad.
The
second performance aspect, conversion rate, is the most important. This tells
you how many of the visitors who went to your landing page acted upon your
offer. For example, purchased the product or subscribed to the mailing list.
Both
Google AdWords and Yahoo Search Marketing have advanced tracking systems that
deliver this type of conversion data. Even so, it’s always a good idea to
implement an independent tracking system, one that will accurately measure not
only keyword phrases but referral traffic as well.
Without
tracking and monitoring your pay per click campaigns, you have no way of
determining just how effective any given ad happens to be. And that means you
have no method of improving whatever financial results you achieve.
Advertising
through pay per click search engines can be extremely effective and profitable.
But it’s not a “set and forget” type of method. Once you begin, you have to
stay on top of things, always calculating results and implementing improvements.
Keeping
A Lid On Your Campaigns
The
most important aspect of keeping a lid on any pay per click ad campaign is
simple… just don’t spend more money than you can afford.
That
might seem obvious, but most people don’t think past the money in their pocket.
But that’s not good enough when you’re talking about pay per click.
It’s
one thing to say you’ve got “x” amount of money to spend on an ad campaign.
Trying not to exceed that amount is a whole different story.
Yes,
you need to establish a budget. Yes, you need to stick to that budget.
Unfortunately,
that’s not easy when you’re faced with someone who’s bound and determined to
out-bid you for a keyword that you’ve already determined is the best choice for
drawing targeted prospects to your website.
One way
or another, you need to establish monetary lines that you absolutely won’t
cross, no matter what the circumstance.
Whatever
monthly budget you’ve allotted, stick to it. If someone outbids you or the
price of a keyword is beyond your financial reach, let it go. It’s not worth
the risk.
As long
as you’re relatively cautious and make an extra effort to bid within your
means, you’ll be able to profit more easily. And in most instances, enjoy much
higher profit margins.
And
speaking of profit margins, you should run a pay per click campaign only as
long as it continues to make money or produces the desired results. If it fails
in that respect, you need to either be prepared to do a total overhaul
(tweaking and refining) or end the campaign altogether.
You
also have to consider your product. Is it the ad campaign that failed or is it
the fact that your product isn’t capable of generating substantial sales, no
matter what you do?
For the
most part, you should be able to determine accurate results after approximately
three hundred clicks. When any ad reaches that plateau, compare the amount of
money you’ve spent to what you‘ve gained. Then, and only then, decide if the
result warrants additional investment.
Pay per
click is only as good as the bottom line. And in this case, that bottom line is
your ROI… return on investment. If it’s good, make it better. If it’s bad, be
prepared to bail out before it drains your entire advertising budget.
The
rule of thumb is this…
Run a
pay per click campaign for as long as it’s generating what you consider
reasonable results. When it stops doing that, it’s time to pull the plug and
invest time and energy in another campaign.
No
doubt, there’s considerable benefit in using pay per click. Handle it wisely
and you’ll be able to rely on it for the majority of your advertising and
promotion needs. More importantly, you’ll have the ability to generate
substantial results in the least amount of time.
Checklist
·Pay per click gives you the
ability to reach people who are already interested in your specific offer or
product.
·Place ads that attract qualified
prospects and are based on keywords directly related to what you’re offering.
·Initiating pay per click
campaigns will enable you to drive unlimited targeted traffic from the moment
your ad gets published.
·You have the potential to bring
in revenue within hours of launching your campaign.
·The first thing you should do is
establish exactly who your target audience is.
·Zero in on those individuals who
will be most receptive and have a specific problem or need that you or your
product can satisfy.
·Select keywords that form a
direct connection between your product or offer and the people who are
interested in that product or offer.
·Determine exactly how much you
can afford to bid on any given keyword by calculating how much an individual to
your website is worth.
·You can get substantial benefit
from bidding on commonly misspelled keywords or lower priced variations.
·Rather than choose a small
number of popular keywords, bid on a larger volume of less competitive search
phrases.
·Shy away from general keywords
and locate ones that are much more specific.
·Conduct test marketing in some
of the less popular pay per click search engines.
·Each of your pay per click ads
needs to be written with a specific target audience in mind.
·You need to create ads that weed
out tire-kickers while at the same time cause ready-to-act prospects to click
over to your website.
·Make certain that whatever you
state in your ad doesn’t conflict with what the prospect finds when they reach
your landing page.
·The most effective ads are those
that state exactly and precisely what is being offered.
·The more relevant and productive
the landing page, the higher the conversion rate.
·One of the primary reasons pay
per click ads fail to produce is because the wrong landing page is being used
or it isn’t powerful enough to get the desired result.
·The landing page should be
focused entirely on what the visitor is looking for.
·Try different landing pages and
see which one produces more results. Or simply beef up the landing page (change
the headline, add a bonus, tweak the sales copy).
·With Google AdWords you can
implement two types of ads… search match and content match.
·AdWords gives you the ability to
choose between four different methods of search phrase targeting… broad match,
phrase match, exact match, and negative keyword.
·You can dramatically improve
your conversion ratio and increase sales by restricting your ad views to
certain languages and locations.
·You should include your keywords
in the title or body of your ads.
·The best thing you can do to
achieve higher financial results is to conduct proper research.
·Locate targeted keywords that
are associated with a substantial number of monthly searches but have little or
no competition.
·Tracking and monitoring your pay
per click campaigns is critical to achieving maximum results.
·Don’t spend more money than you
can afford. Establish monetary lines that you absolutely won’t cross, no matter
what the circumstance.
·Run a pay per click campaign
only as long as it continues to produce the desired results.
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