Pay Per Click Marketing

If you have an online business then you know how important it is to attract visitors that turn into leads and sales. If you are looking for immediate traffic that is highly targeted you should look into the different types of advertising networks that are available to buy traffic from.

Now let’s discuss one of the most popular types there are out there for you to consider.

PPC- Pay Per Click

What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked on. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

PPC

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “make money online,” our ad might show up in the very top spot on the Google search results page. Search engines like Google and Bing allow businesses and individuals to buy listings in their search results. These listings appear along with the natural, non-paid search results.

Every time your ad is then clicked, sending a visitor to our website, you have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay .25 for a click, but the click results in a $10.00 sale, then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. PPC advertising can cost a fortune: it’s easy to get caught up in a bidding war over a particular keyword and end up spending far more than your potential return. PPC can also be a bargain: sometimes, you can find keyword ‘niches’ for which the top bid is around $.10 – in that case, PPC is a great option, because you can generate traffic to your site for a fraction of the cost of any other form of paid advertising.

So testing and more testing is needed to get your campaign profitable. Pay per click advertising, however, should be handled like any other form of paid advertising: gingerly, and with a clear, quantifiable short- or medium-term goal in mind. In other words, concentrate on conversions, not clicks. Here is four key points to always follow when setting up any PPC campaign.

1. Track Conversions

If you want to stay on budget, you have to track conversions. What’s a “conversion”? It’s any time a visitor to your website takes a desired action. Examples of conversions might be:

Visitor makes a purchase

Visitor completes a sales inquiry form

Visitor downloads a white paper and registers

Visitor signs up to your newsletter

2. Manage Your PPC Dollars: Set a Sensible Budget

The amount you spend per click should always be less than the total profit earned per click. It dosnt mean every click is profitable, it just means that if you spend $100 on some PPC ads, that you should come out with a profit at the end of that campaign, and make more then what you spent. And sometimes the whole overall profit is not seen in the very front end, because if you are adding people to your email marketing list (which you better be doing), and they are purchasing more from you later, then over all your campaign is still profitable. You have to pay very close attention to how these leads are converting, and know your personal numbers of what your average customer ends up being worth to you. You should be able to figure out your average cost per lead, and your average profit per lead, knowing these two numbers is critical to your success.

3. Find Niche Keywords

A lot of folks aim their ads at the broadest possible terms, such as “dresses,” or “bike parts,” or “search engine optimization.” Since the broader terms get far more searches, it’s a strong temptation – with a big disadvantage. Since everyone bids on the broad terms, the cost per click is generally quite high. And the chances of a conversion, even if someone clicks on your ad, is lower. Focus instead on narrow, focused keywords: ‘Bridesmaids dresses’, ‘road racing tires’ or ‘Seattle search engine optimization’. These terms will cost less, and searchers who use them will be far more likely to buy.

Google, Bing and most other PPC services will show you estimated cost per click and searches per day for keywords – use these tools to test for the best focus, cost and click-through combination.

4. Good Writing: Don’t Ignore It

Most pay per click advertising requires that you write a couple short descriptive phrases about your service. Don’t underestimate the importance of this – make sure, at a minimum, that your grammar, spelling and overall language is correct and appropriate for your audience. Also verify that your language adheres to the rules enforced by the pay per click service – Google, for example, won’t allow ads with superlatives (“the best,” “the greatest,” etc.), with repeated keywords, or with excessive capitalization.

As an example, this is not so good:

Rubber Baby Buggy Bumpers
The Best RBBBs Ever Made!
BUY NOW! BUY BUY BUY!
www.rubberbbbs.com

This is much better:

Rubber Baby Buggy Bumpers
High Quality Bumbpers in 8 Colors.
Same-Day Shipping – Buy Today
www.rubberbbbs.com

See the difference? Get specific. Why would the reader want to click on this ad?

Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties. Now Google isnt the only PPC advertising network, and they certainly are not the cheapest either.

Here are some more very good ones to consider:

Google Adwords

Bingads

Facebook Advertising

Facebook Advertising FAQ

SiteScout.com

LookSmart.com

7search.com

search123.com

bidvertiser.com

Just remember there are a lot of options to consider, and when PPC marketing is done right and you have figured out all of your metrics and have a winning combination, it is like trading $100 for $500. You can make money anytime you want. For more resources for PPC see recommended resources below.

Free Pay Per Click Keyword Tools

UberSuggest.org

WordStream.com

Pay Per Click advertising can be very profitable when it is done right, always test, test, test, before you ever commit a large amount to your budget.

Sincerely,
Richard Weberg

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