The benefits of Pay Per Click (PPC) internet advertising compared with normal techniques is simply this: almost all normal methods are broadcast methods to users who have shown next to no interest in buying your service. Think of billboard posters, magazine ads, flyers through doors etc. They are all broadcast adverts. Sure there some targeted than others, if you are selling marketing services to firms, you put adverts in a Marketing magazine, but that’s a course method these days.
Input “marketing” into MSN and down the right-hand side, you’ll see links by websites who are paying the search engine to have their link and site listed there on the first page of results. This is Paid Advertising on the Search Engines and this is why Google now dominates the search engines!
Compare that to someone searching MSN for “direct advertising for solicitors”? 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 sell a service that can help them, you’d better hope that you’re on the first page of MSN or other Search Engine. What’s its value to you to have that person visit your website within four seconds of entering that into MSN?
You might search engine optimize your website to get you top rankings for your keywords, but it takes time and a reasonable investment in cash. This is where PPC marketing really comes into its own and is under rated as far as I’m concerned. You will be on the first page of MSN the same day for that search term for a very small budget. In a month or less you’d have some indication of how many users that will really look for that term, browse your website, and buy your service. This is up to date, market research for a tiny budget that you simply can’t get any other way.
Let’s say that the campaign costs you 20p per click, and 500 people click your ad making a combined total spend of £100. And say the conversion rate is a reasonable 1%, so you’ve got 5 new orders and more importantly five new customers that you can now sell to again. All this for £100 spend! What is your average customer worth in total? Isn’t this worth it?
One key thing to comprehend is how the Search Engine ranks the paid for Pay Per Click marketing Adverts. In essence, it is an auction in real time. The top bidder wins. If you bid 20p and competitor bids 25p, they will rank above yours. It is in fact definitely more involved than that: if you have a better quality Pay Per Click ad campaign, it is definitely possible for you to rank above the 25p ad because Google will give bonuses to higher performing Pay Per Click Adverts. What this means is that if your Pay Per Click professional knows what (s)he’s doing with Pay Per Click bid management, it is possible to get better rankings (read more traffic) for a lower budget. So your important online website promotion budget is stretched and you save money. Conversely, if your AdWords ad campaign is managed by someone who doesn’t know what they are doing, it will cost you more.
Here is a list of the jobs an expert Google Advertising Professional should perform whilst administer your campaign, and if yours isn’t, we strongly propose you get a review of your online marketing campaign immediately:
Table of Contents
Bid or Don’t Bother
– The whole point of Pay Per Click advertising campaigns is to get on the first page of your MSN, Google etc. However, where there’s more than eight (in normal conditions) even Pay Per Click Adverts can drop to the 2nd page. Where there’s competition like this, there’s absolutely no point doing a Pay Per Click marketing campaign if you are not on the 1st page, so either boost your Cost Per Click (CPC) values, or there’s no point.
Track Your Conversions for Better Website ROI
This is high technology marketing, this is not normal marketing, so you can use that to your advantage. The technology exists to monitor each and every sale and from where it comes. You can know exactly which ad converts to sales and which do not. Remember, its one thing to have lots of traffic; it is another to have a lot of sales. Would you rather have for Pay Per Click internet advertising: an ad that generates a thousand clicks and 1 percent sales, or one that generates 100 leads and ten% sales? For both, you get the same sales, but the former costs you ten times as much in Pay Per Click advertising budget.
Match the Landing Page
A common issue is not matching the website that consumers see when they click your ad, to the actual content of your ad; which definitely should be aimed at what the user searched for. This simply means that when the user clicks your Advert, they see what they expect. Would you believe that internet users are lazy! Incredibly did you know that half of all internet consumers exit a website in less than eight seconds because they don’t discover what they expected!
A/B Split Testing your Adverts
This is good Pay Per Click technique and simply means having more than one ad and testing which one performs best. Let me give you one example, we had 2 adverts which were the same in every way except the start of the top title. One began “Learn to Prevent…” and the other began with “Stop…” Split testing determined that 5% of the consumers who saw the “Learn to Prevent….” clicked it. BUT 8% of the consumers who saw the “Stop…” ad clicked that one. Guess what, we abandoned the first one and got a better quality Ad which ultimately Google promoted to the top ad slot on the page, for the same cost!
Multiple Ad Groups
The basic rookie mistake is to group all your keywords together to feed a single Ad. This is typically bad. Keywords should be split up into groups with Ad text that reflects the keywords searched for.
Exact Matching / Phrase / Broad
Google Online Marketing allow 3 alternative ways to match search terms to your keywords, but most advertisers just go for the default matching option. You could double your Click through Rate from the intelligent use of the other options which most incompetent Google Advertising Professionals don’t bother with.