Pay per click advertising consists of ads (when
you do a Google search, they show up on the right hand side
of the page) that are written by advertisers to be triggered
when certain keywords or phrases are searched on. Each time
a person clicks on the ad, they are sent to the advertiser’s
website, and the advertiser is charged for that “click”.
Pay per click advertising can be a VERY profitable way to increase
sales and leads (if done correctly).
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It’s fast
– you can have a campaign up and
running in less than 30 minutes. Getting your site into
the search engine listings can
take weeks or even many months depending on the competition
level. |
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If you understand how to manage a pay
per click campaign, you
can have immediate feedback and metrics to determine
the return on your investment. You can see exactly how
much money you’re spending, what your potential
customers are doing
online, and what sales you’ve made. If you think
about advertising in the Yellow pages, it’s the
exact opposite…with the Yellow
pages, you never even know if anyone sees your ad! |
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It can tell you what the money terms
are! How do you even know
what search terms you want to optimize your site for?
You can test them quickly and easily with a pay per click
campaign, and then apply that knowledge to your search
engine optimization efforts. |
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Pay per click advertising needs to be a part
of every business owners’ Internet advertising campaign.
Unfortunately, managing even a small pay per click campaign
can be complex and require very specialized knowledge and experience.
There are several problems that the novice advertiser runs into.
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Google’s rules
and tips and tricks to work within them
– Google doesn’t make it easy
to advertise. There are lots of
unwritten rules for how Google likes campaigns to be set
up and run. These rules have a direct impact on how much
you’ll pay for the advertising. If not respected
and understood, many campaigns are doomed to be unprofitable.
These rules include: |
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Keyword grouping |
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Quality score |
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Ad relevancy |
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Click through
rate management |
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Bid pricing |
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And many more… |
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Keyword research –
I guarantee that if you’re already using adwords,
you’re leaving out important keywords in your campaign.
If you have 10-30 keywords currently, you should most
likely be bidding on 1,000-3,000. It’s that big
of a difference when you have access to the right tools
and strategies. |
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Ad testing –
If you’re not split testing (comparing a control
to a candidate, or a different ad to see which is better),
you’re most likely getting only ½ the visitors
to your site than you should be. |
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Conversion tracking
– Most business owners don’t
know how to track whether a dollar spent on advertising
generated any
sales. Obviously, without this information, you’re
flying blind. |
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Tools –
There are several very important tools in the market to
help create and manage pay per click campaigns. The problem
is that they are expensive, and don’t make financial
sense for one business owner managing one campaign. |
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Only sending visitors to the home
page – There are
probably many different types of potential customers for
your products
and services. Sending them all to a generic home page
isn’t nearly as effective as sending them to a targeted
page that tells them exactly how you can solve their particular
problem. |
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Our services our designed to help you manage your pay per click
campaign. Check out or strategy on how
to dominate your market to see what we can do to use pay
per click advertising to boost your profits today! |
