Pay Per Click Marketing – How to achieve Business Success, Easy Steps
Limited budget for paid advertisement then go for search engine optimization. Be sure to keep a balanced approach in PPC, SEO, social media, blogging, etc. When it comes to paid advertising (PPC, Pay per click), you really have to roll up your sleeves and get focused. There are basic steps even big advertising agencies forget about those, so it’s important to keep the basics in mind.
Google has commanding share of search marketing. If you’re trying to get your product out there, Google is huge. So, Google is probably a good place to start for paid advertising. Paid ads show up across the top and down the right hand side in Google. Pretty similar in other SEs as well.
Importance of Pay Per Click Advertising
sponteneous results, search engine presence — organic SEO can take months to kick in Great for seasonal items and time-sensitive promotions. Great for sites having a hard time getting SEO listings. Great for new sites to get traffic. Great for sites with “spider traps” (sites that are hard for spiders to index). Sometimes an easier sell to management because concept is similar to traditional advertising. Easy to track measures of success. Great for testing (keywords, marketing messages, site design, etc.)
Disadvantages to Pay per Click
Can be expensive, depending on how competitive your niche is. Bid prices are going up (and will continue to go up). Getting more competitive. Time and resource intensive to set up and monitor — not a “set it and forget it” proposition. Google sometimes makes changes that people don’t expect, so you need to monitor constantly to ensure you know what’s going on. Benefits end the moment it’s turned off — unlike SEO, which can lead to long-term ongoing benefits. Becoming more complex to run PPC campaigns — a lot more than just signing up and entering your credit card info. Campaign management should be a full-time job for most companies.
Benefits of Pay Per Click over Natural/Organic Search Results
Fast, Effective and targeted, Minimal ramp-up time. Control over placement on search results page, Ad Rank. control over titles and descriptions — match creative and landing page to the exact query; increased relevance means more conversions. Many users don’t distinguish between paid and organic results
Benefits of Organic/Natural over Pay Per Click
Users show preference for organic listings, especially when doing research. Trust bias — belief by users that #1 ranked site is the best / most authoritative (“halo effect”). Almost all users look at top organic listings (heat map eye-tracking studies — “F” pattern visual scan), Long term benefits
Balancing Paid and Organic
Most searchers start with organic listings, but 40-50% will go to paid listings if they don’t find anything in organic listings. Searchers will try more focused searches. More “real estate” you occupy on the search page, the more clicks you get. Higher exposure builds brand and legitimacy
You must schedule your SE presence in the begining to kick start the traffic, go initially for PPC and try to get the position in organic search. With the passage of time as you are maintaining the position in the SE, start lowering the budget in PPC advertising. The best stretagy to be targetted.
SEO combined with paid search (and social media) is a powerful combination. Use PPC at a higher level until the SEO shows results. In many cases, you can decrease PPC expenditures as you start to rank higher in organic listings.
Pay Per Click Networks, Google Adwords, Yahoo, MSN, MIVA and Adknowledge, don’t consider them same, Google Adwords is Different from Yahoo, Microsoft Ad Center and MIVA. They’re very different in how they work, target audiences, and search volumes.
Keywords are the backbone and critical, analyze them carefully. Single words rarely do well; longer word phrases often convert better; brand terms are often great converters. Discussion of whether to let affiliates bid on brand terms; Christine is generally against this — if you own the brand, you should be the one bidding on brand terms.
Negative Keywords, Use negatives (excluded terms) to save money if you’re using anything other than exact matching. Prevents your ads from matching on irrelevant or poorly matching terms. Negatives behave differently in different engines.
Have a planned bidding strategy. Don’t just automatically buy the top position. optimize where you get the best results. Don’t get involve into a bidding competition. Monitor your campaign from the begining. make clear notes for each and every incident. Optimize your PPC Campaign. Advertising Keywords: Pay per click keywords are in broad sense as compared to SEO. Write compelling and relevant ads . Be different, interesting. Use emotion. Well written, captivating ads get more attention. Provide incentive to click: mention compelling offer or special discount.
Add sense of urgency: time sensitive offer encourages visitors to act now. (BTW, people with direct marketing backgrounds make some of the best ad writers around because they know how to use these principles.)
Use keywords in your title. Keywords will appear in bold. Single biggest factor on ad performance.
Include a call to action. Too many people forget to tell folks to click, call, whatever.
Talk about benefits, Differentiate your ad. What makes you special or different from everybody else? Go back to your Unique Selling Proposition. If you can work this into your ad, great! (And reconfirm on the landing page.)
Pre-qualify your visitors. Remember, you pay for every click, so make sure they’re serious clicks.
Test each ad. Find out what works and what doesn’t.
Landing Pages: The important Step, Always get less attention by Agencies
Landing page is the destination when user clicks on an ad. Landing page acts as bridge between the ad and the sale. Design and Develop a Good Strategic Landing Page, Everything is all about Landing Page, Your Website
Search Engine Marketing and Search Engine Optimization Expert. A Consultant who drives free targeted traffic to your site. Get unlimited targeted traffic, Social Media Network Advertiser Consultant. For Extended reach to the social media network users, Design and deployment of social media product, content pages, article writing, Distribution of advertisement to cross networks, to increase the pay per click marketing reach.
