For people who are looking to market their business, product or service online, pay per click (PPC) can be a very valuable but often overlooked resource. It is often overlooked because in order to get a result from it, money needs to be spent. In a world where we are getting used to having more and more things for free, we often either decide against PPC advertising or don`t do it properly. Actually, if it is used properly, it can be an extremely effective marketing tool and great for driving traffic to your website.
The secret to a successful PPC ad campaign is the content. You have a few seconds for those people to make up their mind about clicking, so the content needs to be perfect. Writing this kind of copy isn`t an easy task, so here are three helpful hints which will help you to get the right PPC ad content.
1. Suss Out The Opposition – Before you embark on your copy, check out what kind of content your opposition is putting out. You need to make sure that you stand out from the others so either do what they are doing but better or do something totally different and truly unique to you. You should have a look at their use of keywords – do they run them in the content, and if so, how many? What can you learn about the way that they use keywords? Remember, it may be that you`re learning how not to do things, rather than how to do them.
2. Promotion Or Call To Action – So you`ve got their attention, the next thing is that you want them to do what you`re after – it may buying, signing up, following, or something else. The first step is to ask them to do it. Add a clear and easy call to action, maybe with a button to click saying `buy`, `join` or `order` which goes through to the relevant landing page. You can get added incentive by offering special promotions and discounts – percentage discounts or free shipping is two popular ideas. Make sure that you are clear about what you are offering and that it is easy for people to use. Again, you can get ideas for this from the website of your competition if they are running something similar.
3. Testing Testing – No successful person has gone through life without making a single mistake, and it`s important to remember this when you`re embarking on a PPC campaign. Even the best marketers in the world don`t know exactly what is going to be truly successful and so they are forever testing and adapting. Make sure that you get the analytic data about your campaign so that you can see what works and what doesn`t. From this you can make informed decisions about content and go about fine tuning your campaign. It may be in the content itself, the keywords used or even tell you about the ease of carrying out any call to action that you may have put in.
Creating great PPC content can be a daunting task, but it is worth investing some tine into getting it right, as the result can be enormously successful. Do some research, go in with an open mind and be prepared to adapt and you should see your PPC campaign come out with great success!
PPC (pay per click) is often thought of as an expensive and wasteful form of marketing as you are paying for every single click. Although there are other marketing strategies with can be very effective, PPC shouldn’t be overlooked. If it is properly set up, PPC can be a very powerful advertising method, delivering great ROI (return on investment).
In an ideal world, all marketing would be organic and via word of mouth. A newly established business however does not have the reputation and momentum of other, older business which can survive principally on SEO, and PPC is the ideal method to use to get things off the ground.
Here are 5 reasons why your new business cannot ignore PPC as part of a marketing strategy.
Easy to Measure
One of the best things about PPC is that there is always data to give feedback on what is a successful advert and what isn’t working so well. Businesses can see what was clicked on most and which converted most (and least!) successfully into sales. This means that companies can always be on top of their advertising and keep the most successful and try a different strategy with the least.
For businesses which are just starting out, PPC is the ideal way to instantly get traffic to their website. Instead of waiting weeks or months for search engine optimization etc, an account can quickly be set up and people can be visiting your website within hours. This is obviously a huge benefit especially for those starting out as for them; cash flow is usually a serious problem. The quicker there is money coming in, the quicker a business can be grown.
Local & Mobile
PPC allows businesses to target local audiences, meaning that it is easier for businesses to dominate in their area both physically and of expertise. Not only is this useful when coming up against bigger, sometimes multi-national businesses, it also is a great way to improve the ROI rate. If only local people are accessing, the likelihood of them turning into a customer is substantially increased, thus improving the conversion rate.
PPC allows smaller businesses to compete with larger ones, and little money is needed in the beginning. Once the money starts coming in, it can quickly be reinvested to more and more success meaning that a campaign can quickly be scaled. PPC can also be used to create better brand awareness and online presence, and this will create recurring customers giving an even better ROI.
By first running a PPC campaign, businesses can see which keywords are most effective for driving traffic to their specific website. The savvy businessman is then able to use this information to create a really effective and successful SEO campaign, and maybe dispose of PPC after a time. Although it is not free, PPC is a lot more cost effective method than others.
Although it may seem that PPC is an expensive way of ‘cheating’ success, this isn’t the case. By ensuring that the project is properly set up, administered and developed, it can be a true, honest and very effective marketing method. The actual ROI can be very high when PPC is working at its best. By constantly monitoring and analyzing the data provided by PPC, a business can really fine tune and develop strategies to ensure the continued development and growth of both the marketing and the business in general.
One of the most recent surges in advertising expenditures in the last decade is Google Adwords – where you pay Google to advertise for certain search terms of your choice.
Google makes tens of billions of dollars in revenue alone from Adwords – but the real question is – are you getting as much as you can from your campaigns?
There is a real benefit from taking time out to analyse how your campaigns are doing on Google Adwords instead of just throwing tons of your hard earned revenue at it.
My advice to you is this – set up a spreadsheet so you can see how much is going to each campaign.
How many clicks is it receiving and how much is it costing you?
A lot of clicks you receive may be from people searching for something that is similar to your product but you don’t offer this – meaning that you have paid for a click that was a complete waste of money.
As a result you should be campaigning your negative keywords on a weekly basis.
This is where you gather these similar, and sometimes irrelevant, search terms that are wasting you hundreds, maybe even thousands, of pounds annually.
Put them in a shared library that covers all campaigns in your Adwords account.
It’s important when carrying out any marketing that you can easily measure the response from your marketing campaigns.
See if your search terms are converting to sales. As previously mentioned – monitor how much you are spending and whether it Is beneficial to be paying so much for search terms that are bringing in so little.
Just a simple cost per click calculation can see how much you are paying on average. Compare this to previous weeks and see why your cost per click is up or down.
Many businesses who opt to use PPC marketing ended up wasting huge amounts of their marketing budgets on Google Adwords, but with a bit of extra time spent every week monitoring and adapting your search terms and keywords – you will see a direct correlation of improvements in your click throughs and conversions.
There are many useful tools within the Google Adwords platform that can help you to optimize your Adwords campaigns, especially if you track your conversion rates. However, Adwords is not much help in analysing what happens to the visitors who do not convert. For that, Google Analytics can shine a much needed spotlight on your visitor behaviour.
Link your Adwords and Analytics accounts
In order for Google Analytics to give you information about your Adwords traffic, you need to link the two accounts. Once your Adwords account has been listed as a source for your Analytics account, Google can add an invisible tag to all traffic sent from Adwords allowing it to be monitored and analysed by Google Analytics.
Analyse your campaigns
Once the two accounts are linked, you can analyse the behaviour of your visitors based on the specific Adwords campaign that sent the traffic to your site. By looking at the behaviour of specific campaigns, you can determine if your website is delivering the products or services people expected from your ads. Do you have a high overall bounce rate? Perhaps your website does not clearly show people the product or service shown in your ad, so they leave and go elsewhere. Placing the featured product or service prominently on the landing page may help your conversions. Are most of your bounce rates good, however a few campaigns have unusually high bounce rates? In those cases, examine the times at which the ads are served, and the regional limitations for your ads. You may be able to fine tune your ad appearances to better target your market.
Analyse your keywords
By reviewing your metrics for each keyword, you will be able to tell not only which keywords are sending the most traffic to your site, but how that traffic is performing. High traffic with low engagement is not as good as lower traffic with higher engagement. Breaking out your Google Analytics information by the keyword that generated the traffic will help you to spot which keywords are accurately targeting your potential customers, and which may be too broad or picking up unanticipated matches. You can adjust your negative keywords to screen out these unwanted visitors to lower your costs and improve your overall return on advertising investment.
Analyse your landing pages
Your various offers should be directing traffic to specific landing pages fine-tuned for each offer. By analysing the performance of the landing pages, you can address issues of fine tuning. Perhaps it is not clear to the visitor how the product or service featured on the landing page addresses the promise of the ad. Or perhaps there is a problem with the coding of the landing page, so that it is not displaying correctly or taking too long to load. By analysing performance by landing page, you can determine if an issue is site-wide, or specific to a particular offer.
Since you pay for every click on a Google Adwords campaign, having a poorly thought out campaign can quickly run into quite a bit of expense for very little return. On the other hand, a well thought out campaign that is tightly focused on a strategy for success can produce an excellent return for the money spent. The key is using the best strategy for your needs.
Define one goal per campaign
You may want to accomplish many things – increase leads, generate sales calls, sell more products, or register more customers for your mailing list. Each goal should have its own campaign. Track the results of that campaign against your expenditures to determine your conversion rate and your costs per conversion.
Research, research, research
You should do three types of research. First, research the most popular keywords for your particular niche. Once you’ve identified these keywords, find out what other ads are targeted to these keywords to discover the type of ad copy that is working, as well as the landing pages these ads lead to. Finish up with research of product review websites and forums to hear what your prospective customers are saying about these products.
You’ve discovered what your customers want, what they like and dislike about your competitors, and what words and phrases attract their attention. Craft an irresistible ad coupled with a landing page that makes an unbeatable offer. Make sure that your offer is better than the competitors in all the ways that matter to your prospective customers.
Divide and conquer
Do not attempt to have your ad be all things to all people. Create different ads for display traffic and search traffic. Create different ads and landing pages for mobile users and desktop users. Create different ads based on geographic location, or any other meaningful differentiation tracked by Google.
Match ad and sales funnel
Each stage in your sales funnel should have a different ad. People who are seeking information will respond to a different ad than people who have already made up their mind and are ready to buy. By including keywords tied to the buying stage, such as “review” or “purchase”, you’ll be able to target the right stage with your ad.
Start small and grow
Use exact match keywords to focus your Adwords campaign on your chosen keywords. By tracking your conversion rates and costs per conversion, you can determine which of those keywords are working the best for you. At that point, begin adding variations of those keywords, for example including the names of nearby towns as well as the major city. Drop any keywords that are performing below average.
I came across this fantastic infographic on Hubspot’s blog yesterday which I just had to share with you.
The following image explains exactly how Google makes its money through its Pay Per Click advertising – and how much each industry contributes to Google’s massive $100 million a day advertising revenue.
As an internet marketer you are likely to be using Google Adwords to market and promote your business online, so the infographic below is going to make some very interesting reading for you.
Pay-per-click (PPC) advertising is a potent weapon in the advertising arsenal of any business owner or internet marketing, but it is crucial to your bottom line that you really understand how to use it effectively.
While you can simply sign up for a Google AdWords account and start throwing money at it, you’ll make your advertising campaign much more cost effective, much more effective, and much more sustainable if you integrate your PPC campaign with the advertising efforts that you already have underway. Read on to learn how you can do just that.
Before you can get started with PPC optimisation, let me discuss briefly what PPC exactly is, and what it is not. PPC advertising is advertising whereby you pay a fee, typically somewhere in the range of a pound but often considerably more, dependent on the popularity of the keyword in question, each time someone visits your site by clicking on your advertisement. Google AdWords is the leading provider of PPC, but all major search engines offer a similar service.
So long as you understand the basics of how it works, PPC can be an effective way to quickly drive a large amount of traffic to your site. However, it is not the most sustainable business model, as you have to pay a set amount for each customer sent to your site. Obviously, it’s much more cost-effective to draw these customer through unpaid search results (SEO) and social media marketing.
With this in mind, one of the most effective marketing tactics today is to use PPC advertising to help build your brand. So when you’re just starting out , or you’ve just released a new product, you ramp up your PPC advertising considerably. This drives traffic to your site, and creates buzz on the social networks. This, in turn will drive more people to your site.
Over time, the high quality content that you’ll continue to add to your site, combined with the social media attention and the additional traffic that continued PPC advertising will cause your user base to reach a critical mass, a tipping point, if you will, and drive it into self-sustainability. Once you reach this point, you can start the phase out the paid advertising in order to usher in a more sustainable advertising model.
Nothing breeds success like success, as they say. Use PPC advertising to get success in the first place, and then once your site gets noticed, let it roll on its own from there.
Some internet marketers would take one look at this title and declare me insane. “Making money with Google Adwords – give me a break, it’s not 2005 anymore,” they might scoff. And they would have a point. It is much more difficult to generate revenue from Adwords marketing than it once was. However, it is by no means impossible. There is a lot more competition, but most of the competition has no idea what its doing. As with anything else, generating sales through Adwords is simply a matter of really understanding the format, thinking creatively, and outmanoeuvring the competition.
Most of you probably already have a pretty good grasp of what AdWords does and how it works, but we’ll have a quick refresher course here anyway.
AdWords is the premier advertising service offered by Google, and it generates the majority of Google’s yearly revenue. It was the original super-targeted advertising service, and allows you to create advertisements which pop up when someone searches on Google for the keyword which you’ve bid on. Its an invaluable service, and many internet companies use it as their primary source of new customers.
The AdWords War
The problem is, since AdWords is so easy to use and can potentially generate such great returns on investment, it is no longer solely the domain of small business owners and independent marketers. Large corporations have gotten involved, and have sent their marketing departments, with their nearly unlimited budgets, to scoop up the prime real estate.
Since keyword prices are set by competitive bidding, dealing with a large corporate marketing department in the mix can quickly put you out of the running.
So, rather than trying to take them head-on, the key to success is making a strategic pivot and seeking out better real estate.
Find Your Advantage
The easiest place for you to find your advantage in the AdWords world is to realize how much flexibility your business really has. Keyword selection is the obvious place to start. Look at alternative keywords that you could advertise for. You can probably drive your advertising costs down by focusing on less expensive keywords, and then improving your conversion rates in order to make up for the lost visitors.
The key to driving up your conversion rates is creating a landing page that works. Consider – you’ve already got a potential customer on your site, so you know that they’re at least marginally interested in your product. Moreover, you’ve already paid the cost of getting them there, so you need to sell them the product at that point.
Go back at look at your landing page, the first page that the customer sees when they visit your site. Does it elicit a strong, visceral, emotional reaction? Does it create a need for your product? If not, what can you do to make it stronger? If you want to succeed in today’s hyper-competitive AdWords environment, your landing page needs to convert as much as possible.
The main take-away here is just to consider your customers, and consider how you are advertising to them. And remember that with any pay-per-click advertising, the price of the advert isn’t nearly as important as your return on investment.
When you’re advertising with Google Adwords, you need to pay extremely close attention to your competition. It is possible that you could start advertising on this popular advertising medium and be shocked at the expense of the costs per click.
So here are a couple ways you can determine what you’re up against before you launch your first campaign. This will give you a huge advantage and enable you to adjust your strategy if the clicks are too high.
1) Type in your main keyword into Google.
Simple enough right? What you need to do is count the number of competitors you have for that keyword. It could range between 6 and 66.
You see, in order to be on the first page of Google, you need to be within the top 1 to 8 or 11 best ads on the page.
Regarding what is considered “best”–Google will take into account your bid price, clickthrough rate, and quality score. So it’s not neccessarily the highest bid that wins out when it comes to Google Adwords.
2) Go to www.spyfu.com and estimate what everyone is bidding on your site.
This is a really neat technique you can use to see what everyone else is paying per click for your target keyword.
This website will also let you know who is bidding on these keywords.
Keep in mind this is only an estimate. You will not know for certain until you start bidding on your own campaigns.
If you find that the click costs are too high, you will need to use less competitive keywords. You can do this by going to www.wordtracker.com and choosing keywords that are targeted for your niche–but are lower in compeition.
You can also change your offer, add a couple of upsells, and tweak your copy so you get more conversions. You see, Google Adwords is all about constantly testing and tweaking–but once you find the right combination you’re golden!
In my last post, we went over 5 Google Adwords ad-writing tips that could boost your conversions. They are what any person who is fluent in Adwords should be familiar with.
Now we are going to cover 5 more tips that could boost your profits with Google Adwords. So let’s get started!
1) Are you taking full advantage of the space Google gives you in each line?
In general, the more you tell, the more you sell. You do not want to shortchange yourself by not filling in the entire space Google gives you to sell the click. So make sure you utilize all the space Google gives you.
2) Are you listing the benefits first?
Many times people will put the features of a product first. This is not the way to do it. You need to put the benefits first as people want to know what the product is going to DO for them. There are exceptions to this rule, but there aren’t many.
3) Is your display URL relevant to what your searchers are looking for?
Your display URL is also a piece of copy. If you have an obscure URL, it’s not going to connect with the audience. Try sending your traffic to a domain like, “www.datingsecrets.com” so that people will know what they are clicking on when they see your ad.
4) Are you testing capital vs. lowercase letters to see what gets the best clickthrough rate?
This is important. Sometimes having capital letters can boost conversions–and sometimes they cannot. You never know until you test what is going to convert the highest.
5) Are you playing to your hunches?
Sometimes when you’re in the shower and playing with the kids, you could be thinking of new ad copy for your Adwords to test. Always be thinking of new ideas during your idle time–it could mean boosting your clickthrough rate for your Adwords ads.
So make sure you implement these Adwords ad-writing secrets into your marketing arsenal. You could conquer Google Adwords and bring more income to your business!