Pay Per Click Advertising Optimisation Introduction

By: Colin McNulty

The benefits of Pay Per Click (PPC) Google AdWords compared with conventional systems is simply this: almost all conventional techniques are broadcast methods to users who have shown little interest in purchasing your product. Think bill board posters, flyers through doors etc etc. They are all broadcast ads. Sure there some targeted than others, if you are selling marketing services to firms, you advertise in a Marketing magazine, but that's a crude process these days.

Search Yahoo for "software" and down the right hand side, you'll see links by websites who are paying the search engine to have their advert and site shown there on the first 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 truck manufacturer"? That's a person that right at that precise moment in time is interested in learning a very specific piece of information. If you expect to offer a product that can help, you'd better hope that you're on the first page of Yahoo or other Search Engine. How much is it worth to you to have that person visit your webpage within 4 seconds of typing that into MSN?

You might search engine optimize your webpage to get you first page positions for your keywords, but this takes time and effort and a sizeable investment in cash. This is where paid internet marketing really is most effective, and is under rated as far as I'm concerned. You might be on the first page of MSN the same day for your search term for a modest budget. In a short time you'd have some indication of the quantity of users that will positively look for that term, go to your site, and buy your product. This is right on the money, research into your niche market for a small budget that can't be got get any other way.

What's more, lets say that the campaign costs you 20p per click, and 500 people click your link making a total spend of £100. And say your conversion rate is a reasonable one percent, so you've got five new purchases and more importantly 5 extra customers that you can now up sell to. All for just £100 spent! How much is your average client worth to you? Isn't this worth it?

One important thing to understand is how Google ranks the paid for Pay Per Click marketing Adverts. Basically it is a real time auction. The highest bidder comes out on top. If you bid 20p and a competitor bids 25p, they will rank above yours. It is in fact definitely more in depth than that: if you have a better quality Pay Per Click ads, it is definitely possible for you to rank higher than the 25p ad because the search engine will give boosts to better performing Pay Per Click ads. The point is that if your Pay Per Click professional knows what (s)he is doing with Pay Per Click bid management, it is probably you will get improved rankings (i.e. additional traffic) for less money. So your valuable online internet marketing budget goes further and you save cash. Equally, if your online advertising campaign is controlled by someone who has no idea their job, it will cost you real money.

Here are some of the things a competent Google Advertising Professional should be doing whilst managing your account, if yours isn't, we strongly suggest you get a review of your online marketing campaign today:

First Page is King - The key factor of Pay Per Click advertising management is to get on the very first page of your search engine, Google, MSN etc fast. However, where there's in excess of 8 (typically) even Pay Per Click Adverts can drop to the second page. Where there's competition such as 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.

Track Your Conversions - This is high technology marketing, this is not traditional marketing, so use that to your benefit. The technology exists to track every sale and from where it comes. You will know exactly which ad converts to sales and which don't. It's one thing to have significant traffic, it is another to have lots of sales. What would you rather have for Pay Per Click paid advertising: an ad that generates a thousand leads and 1 percent sales, or one that generates one hundred leads and 10% sales? For both you gain identical sales, but the former costs you ten times as much in Pay Per Click advertising budget.

Landing Page Optimisation - A common issue is not matching the webpage that potential customers land on when they click your ad, to the content of your ad; which should be aimed at what the person searched for. This simply means that when the person clicks your Advert, they see what they expect. Did you know that internet users are lazy? Incredibly did you know that 1/2 of all internet searchers exit a website in under 8 seconds just because they don't discover what they expected!

A/B Splt Testing your Ads - This is good Pay Per Click technique and simply involves having more than one ad and testing which one works best. Let me give you one personal example, we had 2 adverts which were totally the same in every way except the beginning of the title. One started "Learn to Prevent..." and the other started with "Stop...". Split testing found that 5% of the potential customers who saw the "Learn to Prevent...." clicked it. BUT 8% of the potential customers who saw the "Stop..." ad clicked that one. Guess what, we abandoned the first advert and got a better quality Ad which eventually Google promoted to the premium advertising position on the page, for the same Price Per Click!

Have Many Ad Groups - The elementary rookie failing is to group every keyword together to feed a single Ad. This is typically bad. Keywords must be divided into separate groups with Ad text that reflects the keywords searched for.

Phrase / Broad / Exact Matching - Google PPC Advertising allow three alternative ways to match search terms to your keywords, but many advertisers just go for the default matching option. You could significantly increase your targeted traffic from clever use of the other options which many lazy Google Advertising Professionals do not even bother with.

Niche Article Directory: http://www.thatsmyniche.com

Click these links if you would like AdWords Qualified Individual about a Pay Per Click review of your existing Pay Per Click Advertising campaign or you're just interested in outsourcing the whole setup and running of your Pay Per Click campaign with our Pay Per Click Company services. Get Better Website ROI at www.Intrinsic-Marketing.co.uk, a Pay Per Click Company

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