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Ezine Ready

By: ColinMcNulty

The benefits of Pay Per Click (PPC) Google AdWords compared with traditional promotional is just this: almost all traditional techniques are broadcast methods to potential customers who have demonstrated next to no interest in buying your service. Think radio ads, flyers through doors, bill board posters, TV ads etc etc. They are all broadcast adverts. Sure there some targeted than others, if you are selling marketing services to firms, you put adverts in a Marketing magazine, but that's a crude method these days.

Input "solicitor" into MSN and on the right hand side, you'll see links by websites who are paying the search engine to have their link and site shown 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!

Compare that to someone searching MSN for "how to do direct marketing for solicitors"? That's a potential customer that right at that precise moment in time is interested in learning a very specific piece of information. If you expect to offer a service that can help , you'd better hope that you're on the first page of MSN or which ever Search Engine you prefer. What is it worth to you to have that potential customer visit your webpage within a few seconds of typing that into the search engine?

You might search engine optimize your webpage to achieve top positions for that keyphrase, but it takes time and effort and a reasonable investment of money. This is where PPC marketing really comes into it's own, and is poorly utilised in my opinion. Your website could be on the first page of Google the same day for the search term for a very small budget. In a month or less you'd have some idea of the quantity of potential customers that will positively look for that term, go to your site, and purchase your service. This is right on the money, research into your niche market for a small budget that is impossible to get any other way.

What's more, lets say that the campaign costs you 20p per click, and 500 people click your advert making a total spend of £100. And say the conversion rate is a reasonable one percent, so you've got five new orders and more importantly five new customers that you can now up sell to. All for £100 outlay! What is your typical customer worth to you? Isn't this worth it?

One important thing to comprehend is how Google ranks the sponsored Pay Per Click marketing ads. Basically it's an auction in real time. 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 considerably more involved than that: if you have a better quality Pay Per Click ads, it's possible for you to rank above the 25p advert because Google will give performance increases to better performing Pay Per Click Adverts. The point is that if your internet marketing expert knows what (s)he is doing with Pay Per Click bid management, it's possible to get improved rankings (i.e. more traffic) for less cash. So your limited online internet marketing budget works harder and you save cash. On the other hand, if your online advertising campaign is administered by someone who has no idea what they are doing, it will cost you more.

Some of the jobs a competent Google Advertising Professional should perform whilst managing your campaign, and if yours isn't, we strongly propose you get a review of your Pay Per Click campaign today:

Bid or Don't Bother - The goal of Pay Per Click bid administration is to get on the first page of your Yahoo, MSN etc fast. However, where there's in excess of 8 (normally) even Pay Per Click ads can drop off the first page. Where there's competition like this, there's absolutely little 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 innovative marketing, this is not usual marketing, so use that to your benefit. The technology exists to track each and every sale and from where it comes. You will know exactly which advert converts to sales and which don't. Remember, it's one thing to get lots of traffic, it's another to have a lot of sales. Would you prefer to have for Pay Per Click paid advertising: an advert that generates a thousand leads and 1 percent sales, or one that generates a hundred leads and ten% sales? For both you achieve identical sales, but the former costs you ten times as much in Pay Per Click advertising budget.

Landing Page Optimisation - A very common mistake is not matching the webpage that users see when they click your advert, to the content of your advert; which definitely should be aimed at what the user searched for. This just means that when the user clicks your Advert, they get to see what they want to. Internet users are lazy! Incredibly did you know that half of all internet browsers exit a website in under 8 seconds because they don't find what they expected!

Split Testing your Ads - This is good Pay Per Click technique and simply means having more than one advert and testing which one performs best. Let me give you one personal example, we had two ads which were totally the same in every way except the beginning of the title. One began "Learn to Prevent..." and the other began with "Stop...". Split testing determined that 5 percent of the users who saw the "Learn to Prevent...." clicked it. BUT 8 percent of the users who saw the "Stop..." advert clicked that one. Guess what, we dropped the first ad and got a better quality advert which ultimately Google promoted to the top advertising position on the page, for the same Cost Per Click!

Several Ad Groups - The first rookie failing is to group every keyword together to supply a single advert. This is typically bad. Keywords must be split up into groups with advert text that accurately show the keywords searched for.

Phrase / Broad / Exact Matching - Google Pay Per Click Advertising allow three different ways of matching search terms to your keywords, but many advertisers just go for the broad matching option. You could double your traffic from intelligent use of the other options which many careless Google Advertising Professionals do not even bother with.

Free Article Provided by: http://automobile-book.com

Click here if you would like to talk to AdWords Qualified Individual about a Pay Per Click review of your existing Pay Per Click online Marketing campaign or you're simple interested in outsourcing the whole setup and running of your Pay Per Click campaign with our Services for Pay Per Click Advertising. Get Better Website Return on Investment at www.Intrinsic-Marketing.co.uk, a Pay Per Click Firm

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