Pay-Per-Click (PPC) Ads
you ever gone online to do a
keyword search to find
your company and … NOTHING! Your site is not even on the
radar of Google, MSN or any of the other search engines
you've spent prayers and time on.
Yes, life is not fair and neither are search engines.
They pick up what they pick up, but there are a number of
factors involved – and let's not forget competitors. Well,
just maybe the site wasn't optimized as it could have been.
Or maybe the site was No. 1 last month – but nowhere to be
seen today, because the search engines changed their
formulas for ranking Web sites.
Do you want guaranteed positions in
keyword searches? Then
Major search engines such as Google, Overture and Find
What.com allow advertisers to bid against each other for
the placement of ads tied to
No, this isn't something only big companies can afford
to do. An account for your business can be opened for $5 to
$50, and bids typically start at 5 cents or 10 cents per
click. Paying one penny above another advertiser moves your
listing above his. Beyond the account set-up fees, your
credit card is charged only for the clicks on your
listings. So, the more you pay, the more ad viewers are
clicking through to your Web site.
Rated Best ROI in study
Pay-Per-Placement advertising offers a greater return on
investment than all other forms of online advertising,
including opt-in e-mail marketing, banner advertising, and
paid inclusion in search rankings.
Pay-for-placement advertising does not replace Search
Engine Optimization. Both strategies are necessary in
online marketing today. But pay-for-placement is a
short-term strategy that can have immediate results and
benefits. It's an instant way of boosting qualified site
traffic and sales. Search Engine Optimization is more of a
long-term strategy for a business. If your optimization
efforts aren't paying off, or you want to test a new
promotion now; it's time you considered buying your way to
Strongest growth in online ad sector
Online advertising as a whole generated $7.27 billion in
U.S. revenue in 2003 and is expected in 2004 to eclipse its
previous high of $8.09 billion. The sharp rebound is
largely due to the success of paid search listings, which
have been available since the late 1990's.
But, as you might expect, Search Engine Advertising
isn't a brainless activity. Your watchful eye is needed
to make sure you're attracting buyers and not browsers
because browsers can dilute your return on investment
Six Tips for Getting Strong Results Using
- Create a marketing
foundation. This may sound like a boring
task, but it is essential to getting your ad campaign
ready. Write down your marketing foundation, which
- Your mission statement (what does your company do?)
- Target market (whom does your company serve?)
- Unique selling points (why your company?)
- Calls to action (what should prospects do on your
Identifying the above will help you choose
overview also will give you copywriting ideas for ad
listings and landing pages. And, yes, that means
writing a mission statement for your company if you
have yet to do so.
- Choose popular and
keywords. This is
crucial. Type one of your
into Overture's free search-term suggestion tool (http://inventory.overture.com)
to see the related phrases that include your
keyword, and how many
times those phrases were searched last month. It's
natural to want the
with the highest potential traffic. But hold on.
You don't want to end up buying junk traffic.
- Write compelling ad
listings. What sets you apart from your
competitors if you are all bidding on the same
keywords? Your ad
listing. Write an ad title and description that
includes a benefit that your business provides to
clients, and offer an incentive. Study your
competitors to create a more persuasive call to action.
Make sure the
you bid on are in your ad copy. Your ad will appear
relevant to users' searches, which help you achieve a
strong click-through rate.
Use landing pages on your Web
site to close the deal. Once ad viewers have
search, read your ad and clicked on it, they're a step
closer to becoming your customers. The page they land
on plays a significant role in whether they move into
the ordering process, or leave your site.
send people to your home page. They've been
promised something specific in the paid listing, so
take them to the page in your site that gives it to
them. That means either a product or offer page, or a
special landing page designed just for that ad. Many
businesses create a special landing page just for
To invite the sale further, put all critical
information "above the fold" of the landing page. You
need an information-rich page. Put whatever you've
mentioned in the ad listing right on the page, making
it easy to see. Reducing navigational choices on
your site also can be helpful toward closing the sale.
- Test, test, and then test
some more. With the variety of bid
management and tracking tools available today, you're
able to see your results immediately.
Because you can change your
keywords, ad listings
and landing pages at any time, you have impressive
control over the performance of your advertising
campaign. You can delete components that aren't
delivering sales. You can swap out ad listings and
landing pages monthly to promote new offers.
Simply launching a search engine ad campaign will drive
traffic to your web site instantly. Then you can continue
tweaking your paid listings in an effort to improve your
leads or sales at the lowest cost per customer.
Watch your budget! You
must monitor your pay-per-click campaign regularly to
make sure you're getting results and not burning
through cash faster than you expected.
If an advertiser is paying $300 per month for the
clicks, and not seeing any sales, then that is probably
a bad investment. It could be that the product or
service isn't right for marketing on search engines,
but it's also likely that something in the campaign
isn't working. Try different tactics, perhaps a change
keywords and/or ad
copy, to improve the quality of traffic and increase
Pay-for-placement advertising has been called by some
the most effective method of direct marketing today. The
results are immediate and very profitable for a lot of
Click here for more information, or call:
(281) 829.0223 or email@example.com