by Tim Warren
Want to reach millions of your best prospects looking for what you're promoting in minutes? You can do this profitably with Pay Per Click (PPC) advertising, also called sponsored links, located on the right hand side of a Google, Yahoo or MSN search. Placing PPC ads is fast, easy, targeted and cost effective - if done right.
Your classified-type PPC ads are displayed when someone does a search that matches the keyword categories you want to reach. You only pay a fee when someone clicks on your specific ad. Cost per click (CPC) range from .05 to way over $5 per click. CPC is determined by the competitiveness of the keyword phrases and factors described below.
PPC Ad Strategies for Profit
PPC ads are an ideal bridge strategy (until your natural ranking campaign kicks in) to pursue less competitive phrases, promote special events and target specific geographic regions.
Let's say you want to promote a Dinner Theater & Wine Tasting Tour, you have 20 spaces open and know your best clients come from nearby affluent cities. With PPC ads, you display various wine tour promotions, target different keyword phrases, try different text ads and your ad only shows up when someone did a matching keyword search in your target cities. With real time results, you'll know fast what combination of keyword phrases, ads and cities has the highest click-through rate (CTR) for the lowest cost per click (CPC).
When a prospect clicks on your ad, send this highly qualified lead direct to your specific web page about that tour for more info and reservations. This strategy yields a higher sales conversion rate guaranteed. When you fill the trip, just turn off the ads. PPC is not difficult to learn. But there are nuances you must know to make PPC really work and avoid expensive mistakes.
Five Critical PPC Tips to Maximize Your Return On Investment
1. Display Your Ads in the Search Network
Google's PPC advertising, called "AdWords", can display your ads in their search engines and the "Content Network." The content network displays your ads within other people's websites, which has a poor Click Thru Rate (CTR) and sales conversion rate..
2. Split Test for Instant Market Research
Always run two equally rotating ads for every ad word group so you can see which ad yields the highest CTR. Subtle differences in headlines, words used, order of words, capitalization, etc., play a HUGE difference in CTR. I have seen CTR rates differences of 300% from small changes. Google reward you with higher position on the page for a LOWER CPC when you ad has a higher CTR. More traffic for less money plus instant market feedback on your offers.
3. Do Not Pay For #1 Position
Your best return on investment (ROI) for click-thru rate (CTR) and CPC is usually position 3 - 5 on the page, and cost 25% - 100% less per click then position 1, without a big difference in CTR. By tracking your ad campaigns, adjusting your CPC and "split testing" your ad copy, you will find the best ROI.
4. Display Your Ads by Geography
Geo-targeting allows you to select specific geographic markets, which lowers your CPC because of fewer competitors. You can also increase your conversion rate because your ads are only displayed in the best prospect areas.
5. PPC Warning
You can waste a lot of money fast if you don't follow these tips. Do not follow the default settings and daily budgets Google or Yahoo recommends. Monitor your campaigns regularly, set a daily budget, fine-tune your PPC adword groups and make sure your marketing message converts these website visitors into prospects and sales.
Want to reach millions of your best prospects looking for what you're promoting in minutes? You can do this profitably with Pay Per Click (PPC) advertising, also called sponsored links, located on the right hand side of a Google, Yahoo or MSN search. Placing PPC ads is fast, easy, targeted and cost effective - if done right.
Your classified-type PPC ads are displayed when someone does a search that matches the keyword categories you want to reach. You only pay a fee when someone clicks on your specific ad. Cost per click (CPC) range from .05 to way over $5 per click. CPC is determined by the competitiveness of the keyword phrases and factors described below.
PPC Ad Strategies for Profit
PPC ads are an ideal bridge strategy (until your natural ranking campaign kicks in) to pursue less competitive phrases, promote special events and target specific geographic regions.
Let's say you want to promote a Dinner Theater & Wine Tasting Tour, you have 20 spaces open and know your best clients come from nearby affluent cities. With PPC ads, you display various wine tour promotions, target different keyword phrases, try different text ads and your ad only shows up when someone did a matching keyword search in your target cities. With real time results, you'll know fast what combination of keyword phrases, ads and cities has the highest click-through rate (CTR) for the lowest cost per click (CPC).
When a prospect clicks on your ad, send this highly qualified lead direct to your specific web page about that tour for more info and reservations. This strategy yields a higher sales conversion rate guaranteed. When you fill the trip, just turn off the ads. PPC is not difficult to learn. But there are nuances you must know to make PPC really work and avoid expensive mistakes.
Five Critical PPC Tips to Maximize Your Return On Investment
1. Display Your Ads in the Search Network
Google's PPC advertising, called "AdWords", can display your ads in their search engines and the "Content Network." The content network displays your ads within other people's websites, which has a poor Click Thru Rate (CTR) and sales conversion rate..
2. Split Test for Instant Market Research
Always run two equally rotating ads for every ad word group so you can see which ad yields the highest CTR. Subtle differences in headlines, words used, order of words, capitalization, etc., play a HUGE difference in CTR. I have seen CTR rates differences of 300% from small changes. Google reward you with higher position on the page for a LOWER CPC when you ad has a higher CTR. More traffic for less money plus instant market feedback on your offers.
3. Do Not Pay For #1 Position
Your best return on investment (ROI) for click-thru rate (CTR) and CPC is usually position 3 - 5 on the page, and cost 25% - 100% less per click then position 1, without a big difference in CTR. By tracking your ad campaigns, adjusting your CPC and "split testing" your ad copy, you will find the best ROI.
4. Display Your Ads by Geography
Geo-targeting allows you to select specific geographic markets, which lowers your CPC because of fewer competitors. You can also increase your conversion rate because your ads are only displayed in the best prospect areas.
5. PPC Warning
You can waste a lot of money fast if you don't follow these tips. Do not follow the default settings and daily budgets Google or Yahoo recommends. Monitor your campaigns regularly, set a daily budget, fine-tune your PPC adword groups and make sure your marketing message converts these website visitors into prospects and sales.
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