Introduction to Pay Per Click Advertising Optimisation
The benefits of Pay Per Click (PPC) Google AdWords compared with conventional advertising is just this: almost all normal methods are broadcast methods to users who have demonstrated little interest in buying your product. Think TV ads etc. They are all broadcast ads. Sure there some focused than others, if you are selling marketing services to companies, you put adverts in a marketing magazine, but that's a crude technique these days.
Search MSN for "marketing" and on the right hand side, you'll see adverts by websites who are paying them to have their ad and site shown there on the first page of results. This is Paid Search Engine Advertising and this is why Google now turns over more than $6 Billion per year!
Compare that to someone searching Google for "what is the best car engine size"? That's a potential customer that right at that precise moment in time is interested in learning a very specific thing. If you expect to sell a product that can help, you'd better hope that you're on the first page of Yahoo or other Search Engine. What's its value to you to have that consumer visit your webpage within four seconds of entering that into the search engine?
You might search engine optimise your webpage to make sure you have Higher Search Engine Ranking for your keyphrase, but this takes time and effort and a reasonable investment in cash. This is where PPC marketing really starts to shine, and is not used enough in my opinion. Your website could be on the first page of MSN the same day for that search term for a relatively low budget. In a few days you'd have some idea of the amount of consumers that will really search for that term, browse your site, and buy your product. This is real time, market research for a tiny budget that you simply can't get any other way.
Let's say that you are paying 20p per click, and 500 people click your link making a combined total spend of 100. And say your conversion rate is a average one percent, so you've got 5 new orders and more importantly five new customers that you can now sell to again. All for just 100 spend! What is your average customer worth in total? Isn't this worth it?
Another important thing to know is how Google ranks the sponsored PPC marketing Adverts. In essence it's a real time auction. The highest bidder comes out on top. If you bid 20p and someone else bids 25p, they will rank higher than yours. It is in fact definitely more involved than that: if you have a top quality Pay Per Click advertising, it is likely for you to rank above the 25p advert because the search engine will give bonuses to higher performing Pay Per Click Adverts. What this means is that if your Pay Per Click Firm knows what they're doing with PPC bid management, it is likely you will achieve better rankings (i.e. additional traffic) for less money. So your limited online website promotion budget works harder and you save money. Equally, if your AdWords ad campaign is managed by someone who does not know their job, it will cost you real cash.
Here are some of the tasks a specialist Google Advertising Professional should perform (Like Intrinsic-Marketing.co.uk who provide Economical Search Engine Optimisation) whilst managing your account, if yours isn't, we strongly propose you get a PPC review of your online marketing campaign as soon as possible:
Bid or Don't Bother - The objective of PPC advertising management is to get on the very first page of your Google etc fast. However, where there is in excess of eight (normally) even Pay Per Click ads can drop off the 1st page. Where there is competition such as this, there is definitely no point doing a Pay Per Click marketing campaign if you're not on the first page, so either boost your Cost Per Click (CPC) values, or there's no point.
Tracking for Better Website Return on Investment(ROI) - This is high technology marketing, this is not usual marketing, so use that to your benefit. The technology exists to monitor each and every sale and where it comes from. You can learn definitely which advert converts to sales and which don't. It's one thing to have significant traffic, it's another to have a lot of sales. Would you rather have for Pay Per Click paid advertising: an advert that generates one thousand clicks and 1 percent sales, or one that generates one hundred leads and ten percent sales? For both you achieve the same sales, but the first costs you 10x as much in PPC advertising budget.
Match the Landing Page - A very common issue is not matching the page that people land on when they click your advert, to the content of your ad; which should be aimed at what the person searched for. This just means that when the consumer clicks your Advert, they see what they expect. Internet users are lazy! Would you believe that did you know that half of all internet searchers exit a website in less than eight seconds because they do not discover what they expected! Do this before doing Search Engine Optimization Consulting
Split Testing Your Ads - This is good Pay Per Click management and simply involves having more than one advert and testing which one works best. Here is one personal example, we had 2 adverts which were totally the same in every way except the start of the top title. One began "Learn to Prevent . . ." and the other began with "Stop . . ." Split testing determined that five percent of the users who saw the "Learn to Prevent . . ." clicked it. BUT eight percent of the users who saw the "Stop . . ." ad clicked that one. Guess what, we abandoned the first ad and got a better quality advert which in the end Google promoted to the premium advertising slot on the page, for the same Price Per Click!
Multiple Ad Groups - The basic rookie failing is to group all your keywords together to feed a single advert. This is usually bad. Keywords must be split up into separate groups with advert text that reflects the keywords searched for.
Exact Matching/Broad/Phrase - Google AdWords allow three different ways of matching search terms to your keywords, but most online marketers just go for the broad matching option. You could double your traffic from intelligent use of the other options which many incompetent Google Advertising Professionals do not even bother with.
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