direct6marketing

PAY PER CLICK ADVERTISING

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).

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.

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!

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.

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.

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:

                     Keyword grouping
                     Quality score
                     Ad relevancy
                     Click through rate management
                     Bid pricing

And many more…

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.

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.

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.

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.

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.