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Pay Per Click Internet Advertising - How to Use PPC Campaigns Without Losing Your Shirt
By: Francois Baril
Pay per click is an advertising medium that is gaining more popularity each day. The most effective and largest is the Google AdWords. If you have a product or service you want to advertise you will pay Google to see your advertisement whenever someone search for specific keywords and that is how PPC works.
I will show you how to create a PPC campaign that not only attracts, but CONVERTS when people land on your page.
First, in order to have a successful PPC campaign, and like with any advertising, you must know your audience and target. You must know what they are searching for and what keywords they are using to find it. Write down these keywords on a list.
Here are the "secrets" to run a successfully PPC campaign:
HAVE A CEILING DAILY BUDGET. This may be evident, but sometimes beginners overlook this crucial element and get positively KILLED.
By looking at your available budget to begin with you can nail down which keywords you want to bid for and what you want to pay and Google will estimate how often those ads will show.
Otherwise, you pay for however many clicks you get without a budget limit. In other words, you haven't put a cap on how much you can spend in a day. PPC can get pretty expensive very quickly. You will get killed if you don't know what you are doing.
USE KEYWORDS RELATED TO MAJOR KEYWORDS. In any market, there is the potential for saturation. This holds true for keywords, too. You are going to have vast amounts of competition for certain keywords. This is why it's important to experiment and find alternative keyword phrases for your ads. Experiment, be creative and most importantly, TEST.
CREATE A COMPELLING AD that promotes the click, NOT the product! The proper ad will target the right audience, create curiosity and provide a call to action ("visit now"). Just be certain that your ad message binds with your target page.
FOCUS ON CONVERSIONS, NOT CLICKS. You can get 1000 clicks per day, but if they convert to zero sales, you've wasted your time and money. The goal of your PPC campaigns should be to have the highest conversion rate possible. You must get away from the "click" mentality and graduate to the "Conversion" School of Success.
MAKE SURE YOUR AD AND LANDING PAGE MATCH. There is a certain percentage of folks who think bait and switch is an effective PPC tactic. Baiting someone with a promising ad that doesn't match your landing page or sales message is perilous for several reasons:
First, your conversion rate will drop off dramatically. When people click on your ad, it's because they think clicking on it will solve a question they have. You have to be very careful managing your bids and selecting your keywords, or pay-for-performance advertising can become ineffective.
Second, you will lose money fast. PPC can be costly quickly. If you have a dynamite ad that gets plenty of clicks, but doesn't convert due to a landing page content mismatch, you'll be in the red in no time flat.
Third, your ads will be pushed down on the results of the first couple of pages for each respective keyword. You will see a huge spike in your cost-per-click amount (this is because lower rated pages need to spend more money to be listed).
Not only should your ad match your landing page, it should be massively targeted to the page. Improve the on page the relevance of your landing pages to the keywords you are bidding on.
Bottom line, keep your landing page specific and as pertinent as possible to the ad and your PPC rankings will soar.
TEST RIGOROUSLY YOUR ADS. Testing is essential. Keywords are, after all, vital if you are going to get the right visitors coming to your website. Choose the wrong ones and you could get a lot of visitors, no sales and a hefty PPC advertising bill to pay at the end of it.
CREATE MULTIPLE CAMPAINS AND AD GROUPS. Google offers a free service that is able to generate detailed statistics to your website. It can also track how your website visitor ends up at your website. It is able to track all the referrers, including search engines, display advertising, pay-per-click networks and email marketing.
MEASURE YOUR BUDGET AND ROI (return on investment) to see if your campaign has been profitable, breaking even or not profitable.
PPC marketing or pay per click marketing is the most popular method of advertisement employed by various websites on the Internet. PPC marketing may often be referred to as pay for position, cost per click or pay for performance. But regardless of the term used, PPC marketing is the online advertiser's medium of choice for promoting products and services to online consumers.
PPC marketing is beneficial to both the advertiser and the consumer. Advertisers using PPC marketing only need to pay for the actual click throughs linked to their sites from search engines. At the same time as consumers are relieved of having to get annoying emails or pop-up ads for products and services.
When an online consumer searches for a specific product or service on the Internet, corresponding PPC marketing ads are also displayed alongside the results generated by the search engine. This forms a highly targeted consumer group that is more likely to purchase a specific product or service. In addition, websites get to limit their advertisement costs with the use of PPC marketing. PPC marketing is truly a winning solution for both parties.
Possible drawbacks of PPC marketing
Despite the obvious advantages of PPC marketing, there are possible drawbacks that can cancel out its benefits. One of the most common problems associated with PPC marketing is the inexperience of many people attempting to use this profitable advertisement method. Simply submitting PPC marketing ads to a search engine such as google, does not make up the entire campaign.
PPC marketing requires a calculated and systematic approach to setting up ads. PPC marketing involves the use of keywords and biddings in order to get top placement on a search engine. Getting top search engine placement helps boost traffic to a website that can easily translate into profit.
Without the necessary experience and knowledge to carry out a typical PPC marketing ad, may turn into an expensive campaign that does not convert into profit. PPC marketing ads also require continuous funding, as discontinued payments will also result in discontinued ads. This can be unfavorable for a website that has already built high rankings with their PPC marketing ads.
Bidding on keywords can also be quite costly, as the growing number of websites on the web struggle against each other to bid on the most popular keyword for their PPC marketing ad. Obviously small business websites are at a disadvantage here since big business websites are able to pay more for popular keywords related to their site. This is because most small businesses only set aside a small portion of their capital for advertisement, putting them at a disadvantage.
Running an effective PPC marketing campaign
There are a number of things that a website should consider when running an effective PPC marketing campaign. It is important to develop a marketing plan in order to get the most return on investment from PPC marketing. Selecting the most appropriate keywords that relate to the site's business is essential in PPC marketing.
However, simply choosing the most popular keywords does not necessarily translate into profit. Selecting more specific keywords that will put a site within the first ten results of a search also gets greater awareness from online consumers. In addition, it doesn't cost as much as getting the top spot for PPC marketing.
It is also important that a website constantly monitors the performance of their PPC marketing campaign. This will help the site modify any existing PPC marketing ad to make it more productive. At the same time any PPC marketing ad that has not proven effective can be immediately discontinued. Altering PPC marketing ads is a continuous process that many websites do in order to increase their return on investment.
Getting professional help with PPC marketing
The popularity of PPC marketing has given rise to professionals offering PPC marketing services for small and big businesses. Hiring a professional PPC marketing company is advisable for a small business without experience in PPC marketing. Most PPC marketing companies offer reasonable rates for their services and at the same time produce acceptable results.
A PPC marketing professional can attend to all the details commonly involved in a PPC marketing campaign. Handling a PPC marketing campaign is a time consuming process that can be overwhelming for a small business. A PPC marketing professional can help set up a PPC marketing campaign and later on train someone from within the business to handle it to ensure its continued success.