Basics of Pay Per Click Optimisation

The benefits of Pay Per Click (PPC) Google AdWords compared with normal techniques is just this: almost all conventional methods are broadcast methods to potential customers who have shown little interest in purchasing your product. Think order:, :2:4:billboard posters etc. They are all broadcast ads. Sure there some directed than others, if you are selling marketing services to firms, you put adverts in a marketing magazine, but that's a course process these days.

Search Yahoo for "solicitor" and on the right hand side, you'll see adverts by websites who are paying the search engine to have their link and site listed there on the first page of results. This is PPC Advertising and this is why Google now turns over more than $6 Billion per year!

Compare that to someone searching Yahoo for "what is the best truck model"? That's a person that right at that absolute moment in time is interested in finding out a very specific piece of information. If you expect to produce a service that can help them, you'd better hope that you're on the first page of MSN or which ever Search Engine you prefer. What's its value to you to have that person visit your website within three seconds of typing that into the search engine?

You could search engine optimise your website to make sure you have Improved Search Engine Placement for that search term, but it takes time and a reasonable investment in cash. This is where paid internet marketing really is most effective, and is poorly utilised I think. Your site might be on the first page of your chosen Search Engine the same day for the search term for a modest budget. In a few days you'd have some indication of the quantity of potential customers that will positively search for that term, visit your site, and buy your product. This is up to date, market research for a small budget that you simply can't get any other way.

Let's say that you are paying 20p per click, and 500 people click your ad making a total spend of 100. And say your conversion rate is a reasonable 1%, so you've got five new sales and more importantly 5 new customers that you can now up sell to. All this for 100 outlay! How much is your typical consumer worth to you? Isn't this worth it?

Another important thing to know is how Google ranks the paid for Pay Per Click marketing Adverts. In essence it's an auction in real time. The highest bidder comes out on top. If you bid 20p and someone else bids 25p, they will rank above yours. In truth it's considerably more complicated than that: if you have a superior quality PPC ad campaign, it is likely for you to rank higher than the 25p ad because the search engine will give boosts to better performing Pay Per Click ads. The key point is that if your Pay Per Click Services Company knows what they're doing with PPC bid management, it is probably you will get higher rankings (read more traffic) for less cash. So your limited online marketing budget is stretched and you save budget. Conversely, if your online ad campaign is controlled by someone who has no idea their job, it will cost you more.

Some of the things an expert Google Advertising Professional should be doing (Like Intrinsic-Marketing.co.uk who offer Links Optimisation Analysis) whilst administering your campaign, and if yours isn't, we strongly recommend you get a review of your online marketing campaign today:

First Page Is King - The goal of PPC advertising campaigns is to get on the first page of your MSN etc quickly. However, where there is more than 8 (normally) even Pay Per Click Adverts can drop to the second page. Where there's competition such as this, there is definitely no point doing a Pay Per Click marketing campaign if you're not on the first page, so either boost your Cost Per Click (CPC) values, or forget it.

Tracking for Improved Website Return on Investment - This is modern marketing, this is not usual marketing, so use that to your gain. The technology exists to monitor each and every sale and from where it comes. You can learn definitely which advert converts to sales and which do not. Remember, it's one thing to get lots of traffic, it is another to have lots of sales. Would you rather have for PPC paid advertising: an ad that generates 1,000 leads and one percent sales, or one that generates one hundred leads and ten percent sales? In each you get identical sales, but the 1st costs you ten times the price in Pay Per Click advertising budget.

Match the Landing Page - A very common issue is not matching the page that people see when they click your ad, to the content of your ad; which definitely should be targeted at what the person searched for. This just means that when the person clicks your Ad, they see what they want to. Would you believe that internet users are lazy! Did you know that half of all internet searchers leave a website in under 8 seconds just because they do not discover what they expected! Do this in preference to Improved Website ROI

A/B Splt Testing Your Adverts - This is good Pay Per Click management and simply involves having more than one advert and testing which one works best. Let me give you one personal example, we had two adverts which were identical in every way except the start of the title. One started "Learn to Prevent . . ." and the other began with "Stop . . ." Split testing found that 5 percent of the potential customers who saw the "Learn to Prevent . . ." clicked it. BUT 8% of the potential customers who saw the "Stop . . ." advert clicked that one. It won't surprise you to discover that, we dropped the first ad and got a better quality Ad which in due course Google promoted to the top advertising position on the page, for the same Price Per Click!

Many Ad Groups - The elementary rookie failing is to group all your keywords together to supply a single advert. This is very bad. Keywords must be split up into separate groups with advert text that accurately show the keywords searched for.

Exact Matching/Broad/Phrase - Google AdWords allow 3 alternative ways of matching search terms to your keywords, but most online marketers just go for the default matching option. You could double your Click Through Rate from clever use of the other options which most incompetent Google Advertising Professionals don't bother with.