|Ðð©'§ Pay-Per-Click Advertising Information Library|
How to Maximize Paid Search Results
Because of increasing competition that has led to higher advertising costs with pay-per-click marketing, many battle-scarred - "do-it-yourself" ? businesses have not realized their desired objectives. Although publicized as a straightforward, self-service marketing tool, pay-per-marketing involves far more knowledge than most businesses are able to invest in developing in-house. Faced with a moderately or less performing pay-per-click marketing program and the pressure to allocate resources elsewhere, many businesses choose to drop their pay-per-click marketing entirely ? leaving a vast potential of sales for their competitors to harvest.
If you face pay-per-click marketing challenges, before you decide to drop the program, try these proven strategies to get it producing your desired results.
Discover These Proven Strategies to Produce Quick Results.
A. Keyword-Level Tracking
Track your pay-per-click marketing at the keyword-level ? referred to as the "root". For pay-per-click marketing, it is essential that you know your "per click" results from the money you have spent.
For example, if you have 1,000 keywords active in your pay-per-click marketing program and you spend a total of $3,000 a month ? do you know which of the 1,000 keywords produce the best results?
What if 80% of your sales stem from 20% of your keywords? Moreover, what if this 20% accounted for just a small percentage of your $3,000 monthly cost? If you do not have keyword-level tracking you will not be able to make these financially beneficial assessments. Time-tested experience shows that the 80/20 rule applies to pay-per-click marketing.
Does the 80/20 rule apply to your pay-per-click marketing? Get keyword-level tracking.
But Beware of Matching Options!
Although matching options (i.e. broad, advanced, exact, phrase and so on) offered by Google Adwords, Overture and other pay-per-click search engines provide "convenience" they unfortunately skew your keyword performance results.
If you setup a "broad-match" for the keyword "real estate", you will attract visitors who have entered any possible variation of the term "real estate" including geographically specific "real estate" keywords that may have absolutely no relevance to your product or service.
Here is a scenario where matching options skew your results?
You generate $1,000 in revenue from the broad-match keyword, "real estate" yet the total click cost for it exceeds revenue and because of the keyword's negative return, you label it as a poor performing keyword.
What if the majority of the click cost originated from irrelevant, broad-match keyword variations like "Louisiana real estate" - while one variation, "real estate strategy" generated all of the revenue? By identifying this keyword (hard to do in a broad-match environment so rely on your web stats program), taking this one keyword and isolating it as an exact term you will reduce your total click cost while continuing to generate the same revenues.
How are your broad-match keywords performing? Isolate keywords to save click costs and to regulate individual keyword performance.
B. Landing Page Development
Pay-per-click marketing is unique compared to other mainstream forms of online marketing. In part because marketers have the opportunity to select specific keywords, write specific ads and direct the click-through to a specific web page. This "connect-the-dots" structure creates the need to develop consistency among the visitor's expectation from the keyword they enter to the ad that draws their attention and down to the web page, they "land-on". Relevancy and consistency are essential for an effective pay-per-click marketing program.
One of the reportedly major reasons why pay-per-click marketing programs fall short of their intended goal is because businesses direct all of their click-throughs to their home page. Since most businesses' home pages are designed to serve mutliple audiences (i.e. media relations, investors, current clients, potential prospects, customer services, etc.) they do not provide the level of relevancy and consistency expected from the visitor to get them to act confidently.
What in the Virtual World are Landing Pages?
Landing pages are simply web pages designed specifically for a keyword or related group of keywords. They are highly relevant to the keyword searched and consistent with the ad's claim. They immediately focus a visitor's attention to a primary call-to-action (most wanted response). In essence ? landing pages ask your visitors to take an action.
If your pay-per-click marketing is not living up to your expectations, consider which web pages you are sending visitors to. Are they relevant and consistent with your pay-per-click ads and keywords? Do they offer too many calls-to-action? Do they "fit" the expectations of the visitor searching on the particular keyword?
For example, are you sending a visitor searching on the keyword "Sony LCD TV" to a web page with twenty varieties of electronic products? An effectively designed landing page would present the visitor a "Sony LCD TV" with customer benefit oriented copy, an immediate "buy now" call to action and all applicable guarantee, shipping, customer service and return policies.
Make it Easy for Your Visitors and they will Reward You with Sales.
C. Keyword Selection
Keyword selection is important. The keywords you select provide access to "pools" of visitors at different stages in their buying cycle. By selecting the right keywords for your products or services, you can open a completely new market of ready-to-buy visitors.
Make sure that you thoroughly canvass your marketplace using strategies such as:
? Your competitors' websites
? Your website's copy
? Third-party tools ? Overture's Suggestion Tool, WordTracker, and others
? Your website metrics program (look for "natural search engine" keyword phrases)
? Search engines like Ask Jeeves or Alta Vista (who suggest keyword variations)
Most importantly, "THINK" about your potential customers and what direct or indirect keywords they may use to find your products or services. Never give up searching for new keywords to setup and test. Both seasonal and even weekday keyword performance fluctuations should be analyzed and studied in addition to potential associations people make to find your products and services.
What about you - have you selected the right keywords?
D. Bidding Strategies
All pay-per-click search engines possess unique bidding nuances. However, for the two largest, Google Adwords and Overture do not become fixated on the top bid position. Test how each keyword performs against your website's sales or lead conversion metrics up to the seventh bid position.
Depending on your product or service, you may be amazed how bid position six attracts less click-throughs but produces greater sales or lead conversion on your website. Or maybe position four generates better conversion. Regardless - test, test and test ? the outcome may mean lower costs and higher sales conversions for you.
Consider this New Update in Your Bid Strategy.
Are you aware that recently Overture's top partners, MSN and Yahoo, opened their results to up to eight "sponsor results" or paid ads on the first page? In some cases, the fourth and fifth or fifth and sixth positions will show at the bottom of the first results page and again at the top, right margin of the first results page ? in essence two ads for the price of one.
Do not be lured into competing for the first place position instead keep an eye on your keyword performance (via your keyword-level tracking) and occupy whichever position provides the best sales or lead conversion.
E. Writing Effective Ads
Finally, always test different ads by interchanging words in the title and description. For Google Adwords, try split-testing two different titles and descriptions and add a unique tracking code to each one so you can identify which one causes the best sales conversion increase. Notice that I did not state, "the best "click-through rate increase". Why? Because "a lot of nothing" (i.e. a lot of traffic without sales or lead conversion) is not a financially effective strategy. Consider that even a single word change on your ad can create a significant jump to your sales or lead conversion rate.
Follow these strategies to boost your pay-per-click marketing results today. Good Producing!
Kevin Gold is a Partner and Co-founder of Enhanced Concepts, Inc., which specializes in turning website visitors into leads or sales through tested website conversion strategies and performance-focused search engine marketing. To learn how to generate greater performance from your search engine marketing and to turn more website visitors into leads and sales go to http://www.enhancedconcepts.com
Independent Search Engine & Directory Network (ISEDN) - Breaking News!
Watch out for a shift in the pay-per-click (PPC) industry, happening right now! This shift is finally going to give smaller search engines and directories the ability to tap into the PPC market, currently monopolized by the big guns online (Google, Yahoo & MSN). They will attain this lofty goal by banding together and delivering paid ad placements on a mass community scale for a fraction of the cost.
Pay-Per-Click Search Engines ? The Basics
Search engine optimization can take a long time to show results. The Google sandbox alone can delay optimization results by 6 to 8 months. So, what can you do to get traffic while you wait? Pay-per-click ["PPC"] campaigns fill the time gap. This article discusses the basics of PPC advertising.
Adsense-ble, Or The Art Of Promoting, Without Promoting
Hey, wait a minute. You can't have popups on the page. Ok, no problem. Moreover, you can't tell anyone you have an ad from Google on the page. You can't write about it, point to it or tell someone to click on it
How to Skyrocket Your Paid Search Profits
Faced with a mediocre or worse performing paid search campaign and the pressure to allocate resources elsewhere, many businesses choose to drop their paid search or scale back their budgets ? leaving ripe buyers waiting to be harvested by their competitors.
Google AdWords: Like Playing The Lottery
A "dollar and a dream," is all you need said the television commercial. The lure of the Lottery is a seductive one: plunk down a dollar and you might become a millionaire for life. The promise of "pennies from heaven" makes the Lottery a daily habit for millions. People flock to convenience stores every morning to buy a newspaper, a cup of coffee, and a lottery ticket.
Why Paid Inclusion is Better than PPC Advertising
When search engines pay website owners a percentage of the bid cost, you're just looking for trouble. This is the problem with Pay Per Click (PPC) advertising, especially with smaller named search engines. Many websites request or even pay there visitors to search a specific search engine and click on a result. This just sends advertisers fake leads and causes problems for the advertisers that paid for the keyword listing. Many PPC search engines offer webmasters up to 80% of the bid price. For example, let's say I pay 'Example Search Engine' $1 for the keyword Viagra, they then pay webmasters $.80 per visitor they send that searches and clicks on a bided search term. You can see why PPC can be a problem.
Google Sued Over Click Fraud in Adwords
On June 24, 2005, a lawsuit was filed against Google for alleged click fraud on the Adwords pay-per-click program. The Plaintiff, Click Defense, claims Google failed to enact appropriate measures to guard against fraudulent clicks resulting in unwarranted marketing fees. Click Defense claims it has lost over $5 million to click fraud.
Pay Per Click and Search Engine Optimization ? A Perfect Marriage
Pay per click or search engine optimization, which one should you use? Many view PPC marketing as a colossal waste of money while others disdain search engine optimization. In reality, the two marketing strategies form a perfect marriage.
Profit from Adsense with Adwords
Here's a feisty trick where you can profit from Adsense with the use of Adwords. First you need to find a high paying keyword. It is better if the keyword you will find is worth more than $20 so you're EPC(Earnings per click) would average anywhere from 1$ to 10$. This is just a guess because Google doesn't disclose its revenue share with website owners but many claim its 50%.
How To Get Banned From Google Adsense In Just 2 Clicks
The darkest nightmare a hardworking affiliate webmaster fears is receiving a dreaded Google Adsense Warning, or even worse, a notice that Google Adsense has been disabled for the entire account.
Internet Advertising Options
Your online business will likely require more advertising than a contemporary business downtown, yet some new to the world of online business do not spend the time and money to advertise their business appropriately and are, in turn, losing money. Your online business is crammed into the world wide web along with thousands of others selling the same product or service as yourself. Consider this scenario: In your hometown you want to open an art supply store. In that same town there are thousands of art supply stores. In order for your business to be successful, it will have to stand out in some way from the others. This is exactly what is happening when a business is opened online. There is so much competition, that you must take drastic measures to ensure that you are getting noticed. Advertising can be done in so many ways online. These are some of the most successful ways that you can promote your online business.
Advertising Your Work From Home Internet Business With PPC Search Engines
If you want to make money online with a work from home business then you are going to need lots of good targeted traffic to your web site and or affiliate links. One way to get good targeted traffic is to pay for it. I know you were hoping to do this business of yours without spending a dime right? Well if that's what you are thinking you better keep working for someone else and forget about working from home with your own internet business.
Discover How to Create Ads Which Give Incredible Results!
Many people decide to spend a lot of money putting their advert all over the internet in the hopes that their web traffic will sky-rocket. Most people end up disappointed. This is usually due to the fact that their ad is just not appealing enough to a scrolling browser. The key to creating an advert which is constantly clicked on can be found by fulfilling these 4 criteria:
The Evolution of Google AdSense
The web has evolved into a complex "organism" which, to some, appears to have a life of its own. As the Internet has evolved, so too have online marketers and publishers. The dot-com balloon is said to have burst but savvy publishers have grabbed the coat tails of the Google search monster and employ Google AdSense on content-rich websites. Google AdSense, a pioneer for providing content-sensitive advertisements, has been a boon to webmasters looking for alternatives to amortize their web trafffic.
We Are Right In The Middle Of A Pay Per Click Baby Boom
No, this baby boom will certainly not swamp the Social Security system (sort of a bad joke for those that live in the United States, but many other countries...most notably Japan...have an even more acute problem), but this baby boom is revolutionizing the way that pay per click advertising is being spread across the Internet.
Want Higher Adsense Earnings? Then Optimize Site Navigation
Webmasters know that Adsense generates a sizeable source of additional advertising income. That's why they're using it to go after the "high paying keywords." They've bought the lists that tell them what these keywords are and they've used various other methods of identifying them. And yet, after putting up these "high paying" pages on their websites, the advertising money they expected to see isn't rolling in. What's wrong?
Affiliate Tips to Raise Your ROI - From Loser to Winner in 30 Days
"Todd" was keen to compete in one of the most notoriously difficult categories ? work-at-home. He was smart, earnest, hard-working and keen to make affiliate marketing more than just a part-time endeavor. He had dreams of living on the beach in Mexico and surfing between sessions at the computer.
PPC Search Engines Revealed - 5 Things You Need to Know
The pay per click (PPC) search engines have created a new way for websites to advertise and increase traffic to their sites and it is very affordable. There are a variety of things about PPC search engines you should know so read the following suggestions and educate yourself on PPC advertising. Once you know how pay per click advertising works, you will be able to utilize this affordable advertising tool to increase your website traffic.
The Click Fraud Problem
Click fraud has become a major problem for online marketers. If you participate on Google adwords campaigns or Overture, you must already pay a lot for your campaigns.
Google Adsense, The Smart Way To Earn
Do you want to get paid for posting ads on your web site ? I believe whenever you visit some popular sites, you see some square boxes with text links following by "Ads by Goooooogle". They are the google ads. They are smart enough to know what your page is talking about, and they will post relevent banner ads onto your site. They are mainly pure text for less traffic and wont affect the performance of your page. If someone is interested on the ad and click on the it, google will pay you a portion of their income from the advertiser fee.
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