Learn Paid Search Engine Advertising Optimisation
The benefits of Pay Per Click (PPC) internet advertising compared with normal techniques is simply this: almost all traditional methods are broadcast methods to consumers who have demonstrated next to no interest in purchasing your product. Think of flyers through doors etc. They are all broadcast adverts. Sure there some focused than others, if you are selling marketing services to firms, you advertise in a marketing magazine, but that's a crude technique these days.
Enter "marketing" into Yahoo and down the right hand side, you'll see ads by websites who are paying them to have their ad and site listed there on the main page of results. This is Paid Advertising on the Search Engines and this is why Google now makes more than $6 Billion per year!
How about someone searching Yahoo for "what is the best motorbike manufacturer"? That's a consumer that right at that precise moment in time is interested in learning a very specific piece of information. If you expect to sell a service that can help them, you'd better hope that you're on the first page of Yahoo or other. How much is it worth to you to have that user visit your website within three seconds of typing that into MSN?
Sure, you could search engine optimise your site to get you Better Search Engine Rankings for that search term, but it takes time and a significant investment in cash. This is where Pay Per Click marketing really starts to shine, and is under rated I think. Your site will be on the first page of MSN the same day for that search term for a very small budget. In a few days you'd have some indication of how many people that will definitly search for that term, go to your site, and purchase your service. This is real time, research into your niche market for a small budget that is impossible to get any other way.
Let's say that the campaign costs you 20p per click, and 500 people click your advert making a combined total spend of 100. Lets say your conversion rate is a modest one percent, so you've got five new orders and more importantly 5 extra customers that you can now up sell to. All for 100 spent! How much is your typical consumer worth in total? Doesn't this look like something you should be doing?
A fundamental thing to comprehend is how Google ranks the paid for Pay Per Click marketing Adverts. Basically it's a real time auction. The top bidder comes out on top. If you bid 20p and a competitor bids 25p, they will rank above yours. It is in fact a lot more involved than that: if you have a better quality PPC ads, it is possible for you to rank above the 25p ad because the search engine will give performance increases to better performing PPC ads. What this means is that if your PPC Management Firm knows what they are doing with Pay Per Click bid management, it is likely you will achieve higher rankings (read more traffic) for a lower budget. So your valuable online internet marketing budget works harder and you save money. Equally, if your online ad campaign is controlled by someone who doesn't know what they are doing, it will cost you more.
Here is a list of the jobs a competent Google Advertising Professional should perform (Eg Intrinsic-Marketing.co.uk who offer Economical Search Engine Optimization) whilst administering your account, if yours isn't, we strongly suggest you get a review of your online marketing campaign as soon as possible:
First Page Is King - The key factor of Pay Per Click bid campaigns is to get on the first page of your Yahoo etc fast. However, where there's in excess of eight (in normal conditions) even PPC Adverts can drop off the 1st page. Where there's competition like this, there's absolutely no point doing a Pay Per Click marketing campaign if you're not on the 1st page, so either boost your Cost Per Click (CPC) values, or forget it.
Better Website Return on Investment through Tracking Conversions - This is innovative marketing, this is not normal marketing, so you can use that to your gain. The technology exists to track each and every sale and where it comes from. You will learn definitely which advert converts to sales and which do not. It's one thing to get significant traffic, it's another to have lots of sales. What would you rather have for Pay Per Click paid advertising: an advert that generates 1,000 leads and one percent sales, or one that generates a hundred leads but ten percent sales? In each you get the same sales, but the former costs you 10x as much in PPC advertising budget.
Match the Landing Page - A very common mistake is not matching the page that consumers land on when they click your advert, to the words found in your ad; which definitely should be targeted at what the potential customer searched for. This just means that when the person clicks your Ad, they get to see what they want to. Internet users are lazy! Incredibly did you know that 1/2 of all internet consumers exit a website in less than 8 seconds just because they do not discover what they expected! Do this before doing Keyword Analysis Research
A/B Splt Testing Your Adverts - This is good Pay Per Click management and simply involves having more than one advert and testing which one performs best. Let me give you one personal example, we had two adverts which were the same in every way except the beginning of the top title. One started "Learn to Prevent . . ." and the other began with "Stop . . ." Split testing determined that 5% of the consumers who saw the "Learn to Prevent . . ." clicked it. BUT 8 percent of the potential customers who saw the "Stop . . ." advert clicked that one. It will not surprise you to discover that, we dropped the first one and got a better quality advert which ultimately Google promoted to the premium ad slot on the page, for the same cost!
Have Many Ad Groups - The basic rookie failing is to group every keyword together to feed a single advert. This is usually bad. Keywords must be divided into separate groups with Ad text that reflects the keywords searched for.
Phrase/Broad/Exact Matching - Google Online Marketing allow three alternative ways of matching search terms to your keywords, but many online marketers just go for the default matching option. You could significantly increase your traffic from intelligent use of the other options which many careless Google Advertising Professionals don't bother with.
