Tag Archives: pay per click

PPC Keyword Tips: Convert Clicks to Sales

Pay per click (PPC) is a common online marketing tool. Online advertisers bid for the keywords they want and their PPC ad appears next to the top searches that correspond to their keywords. Advertisers are charged depending on how many users click the ad.

The good, the bad
The great thing about PPC is that it charges according to the number of people who clicked your ad and were consequently directed to your website. This online advertising tool could be cost effective if it is able to attract the right customers—those who are genuinely interested in what you have to say and offer.

On the other hand, bad keyword choices and poor copywriting for your PPC ads are disastrous for your overall campaign and could eat through your marketing budget. Imagine paying for all the clicks made by people who are interested only in freebies and bargains—worse, people who click ads just for fun.

The best way to make PPC ads work for you is to make sure you own the correct keyword associations, so that you can limit clicks to those who are genuinely interested and who make good candidates as clients. Below are 4 tips that deal with keyword choices so that you can maximize your marketing budget and assure ROI.

For the following keyword tips, let’s pretend that you’re selling eco-friendly, athletic shoes for women.

1.    Know the generic keywords and avoid bidding for them
Generic keywords are what people use to search for a category without knowing what information they need exactly. Based on our sample product, a generic keyword could be shoes or women’s shoes and its variations like shoes for women.

To the PPC neophyte, generic keywords might seem to be the way to go. However, consider how many people who search for women’s shoes would really be interested in your type of product.

Avoid generic keywords to avoid paying for random clicks by a generic market. Niche is the key.

2.    Add modifiers, track and adjust
Modifiers are words you add to the generic keyword that your product belongs to. Going back to our example, if your generic keyword is women’s shoes, the modifier could be athletic. So, your set of PPC keywords become women’s athletic shoes and its variations, including athletic shoes for women.

Adding modifiers to your keyword set automatically narrows down searches where your ad will appear next to, thereby cutting down the number of random clicks.

3.    Use long tail keywords
As the name suggests, going “long tail” adds more market-specific words that only your niche market will bother searching for. Adding eco friendly to athletic shoes for women limits the appearance of your PPC ad to a very specific search.

This kind of focus significantly lessens site visits from random clicks. You spend less as you increase your ROI by attracting only your niche market who are interested enough to end up making purchases.

4.    Say no to negative keywords
Words like “free”, “bargain” and “discount” may look attractive, but you don’t want them in your PPC ad copy. These words will effectively encourage clicks, but you’ll be inviting freebie and bargain hunters, neither of whom will give you profit.

Remember that you want quality clicks that will come from niche customers who are interested in what you have to say and offer.

Is Your Pay Per Click Campaign Ready?

1.    Know your product’s USP
It’s not enough to know your product’s attributes. If you’re selling gum, your brand’s attributes will be the same as the next Joe who sells gum. You have to know what makes your gum different from Joe’s products—this is called your unique selling proposition (USP) and this is what you focus on.

Highlight what makes you different from your competition. It’s not just a matter of “I have more” or “I have better.” It’s a matter of “My product will solve your problem” or “My product can help you address this particular issue that you’ve had for a long time.”

In our example, your product is gum. It’s not enough to keep coming out with new shapes or flavors. You could attract more attention if you tie your “cool new flavored” gum with a health benefit like being an aid for oral hygiene, or helping kids adjust the distance between their teeth.

2.    Conduct qualitative market research
Always let your niche guide your marketing efforts. As a marketer, it is your job to bridge the gap between your brand’s identity and the image that the market has attached to your brand.

Qualitative market researches help you save money—knowledge protects you from paying for unwanted clicks. Information like geographical concentration, lifestyle, and which websites they spend their time on will help you make your PPC ad placements relevant.

Qualitative surveys are also good sources of your niche keyword list. Remember that AdWords are keyword-based. It is important that your ads and your website content are optimized for the same audience using the same language that your niche can relate to.

3.    Organize your website

Beefing up your website doesn’t stop at graphic design and a site map. Your content is the life and blood of your website.

People who use the search function usually know, or at least have an idea, what they’re looking for. When your web pages come up as part of their results, they expect your site to give them information relevant to their searches. If you’ve optimized for the keywords that the visitor used, then your content should be related to the query.

The best website content is consumer-focused. Write for your niche. Make them feel that your brand understands and cares about them. Give them a reason to explore further and check out your online catalogue.

4.    Match PPC ads and landing pages
PPC ads like Google AdWords are clickable ads. You have the freedom to determine which web page each ad will lead to. It is important to match your ads with the right landing pages. You wouldn’t want to turn off a prospect with web page content that has nothing to do with the ad that he has read.

5.    Post regular updates

Setting regular updates go beyond your ads. You should be conscious about what’s happening to your market and update your content accordingly. In the same light, conducting periodic qualitative market research gives you fresh information for you to update your niche keyword list so that you remain relevant all the time.


4 Tips for Targeted Google AdWords

Pay per click ads like Google AdWords help marketers save a lot of money. You only pay for every click that people make on your ad. On the other hand, this could be costly if not done right—you could end up paying for clicks that are irrelevant to your product.

To protect yourself from paying for unwanted clicks, focus your AdWords on a specific goal. Below are 4 tips to help you make better, targeted Google AdWords.

1. Research niche keywords
Your target market is the lifeline of any marketing campaign. The success of any marketing effort is determined by how well you communicate your brand and how well you establish a relationship with your target market.

Most Internet marketers make the mistake of optimizing for generic keywords “to get the attention of more people.” Remember that Google AdWords are pay per click ads. Every relevant click is a marketing investment, and every irrelevant click is considered an advertising wastage. If you optimize your Google AdWords for the general public, then be prepared to absorb the loss.

This is why it’s important to put effort into conducting regular qualitative market research. It keeps you updated on changes that happen to your niche—what’s important to them, how they talk, which words make more impact to them, and what they think of your competition. Use this information to make updated niche keyword lists and use them for optimizing your pay per click ads.

2. Geo-targeting
After narrowing down your keyword options, let’s put more focus into your PPC AdWords campaign by geo-targeting.

Geo-targeting allows you to specify in which specific areas or regions you’d like your ads to appear. If your online business is based in the Bay Area and there is no way for you to accommodate purchases from the East Coast, then you can limit the appearances of your Google AdWords to searches that originate from the West Coast. Doing this assures you that no one from the East Coast can click on your ad, and you won’t have to pay for any irrelevant clicks that come from areas that are irrelevant to your business.

3. Site targeting
Site targeting limits your PPC ads’ appearances to specific websites that are relevant to your business. Your PPC service could tap blogs, forums, and other related websites that talk about aspects of your brand.

The objective of site targeting is to get the attention of the people who are already aware of your category and those who already know what to look for. Knowing your audience, it is important to have good landing pages for your AdWords. Make sure that the landing page is relevant to what you talk about in your ad and the topics in the websites where you choose to display your ads.

4. Time-specific targeting
Time-specific targeting allows you to target a particular group of people—those who share the same schedule. If your product is something that helps insomniacs, then it would be a good idea to only have your Google AdWords appear during the night, most likely between 11 pm and 5 am.

The above strategies allow you to control the number of clicks you pay for and ensure that your spending generates ROI.

4 Steps to Maximize the PPC Advantage

Pay per click (PPC) advertising is an integral addition to your online marketing mix. The key to getting the most out of PPC is to follow an organized process driven by consumer insights and skilful analysis of relevant metrics.

Below are 4 steps you can follow to help you maximize the advantages that PPC offers.

1. Know your niche
The alpha and the omega of every marketing strategy are the consumers. These are the people that make profits happen and so, these are the people you need to talk to. Allot time and effort to get to know who they are, what they think about, and how they talk. Understand how they interact with your brand.

Consumer knowledge is the best weapon to beef up your website so that you can immediately convert visitors (courtesy of your PPC ads) into buyers. Getting to know your customers in-depth will also make sure you come up with relevant PPC ad content using the right keywords.

2. Get your keywords right
You want only the best website associations with your brand. Be selective of the sites or blogs where you want your PPC ads to appear. Focus your branding and link-building efforts with niche keywords.

Your list of niche keywords will change over time, depending on your target market. Make sure you are always in the know of your market’s preferences and activities so you can adjust your website content and your PPC ads accordingly.

Owning and targeting the best keywords rely on how well you know your market. The best resources to spend time on are blogs and forums where your target market is given the opportunity to comment and talk back. This will tell you how they talk about things and issues related to your product. Consider having a comments section in your website so that visitors and good leads have the opportunity to give their feedback.

3. Write your PPC ad well
Good writing does not stop with your website’s articles. Your PPCs are essentially (very) short sales letters. Their goal is to lead your niche market into your website.

Good copywriting for sales usually has an offer, followed by a call to action. You might want to think twice about using freebies to lure visitors. This tactic will increase your site traffic, but these might not be the people you want to entice. After all, you’re after people who are genuinely interested to purchase and not those who are after free stuff online.

4. Learn more about PPC
The Internet is a rich source of information to help you understand better the technicalities behind using PPC ads. More than reading off related articles, investing a little to learn from SEO experts and well-written e-books will allow you a deeper understanding of PPC metrics and how particular data can help you decide when your campaign needs tweaking.

It would be helpful if you research on different PCC services. Each PPC service provider offers different PPC packages. Direct your focus beyond the pricing models—make sure you consider how each package can help your overall online marketing campaign.

PPC vs PPC. The Difference Between Click and Call

The better known between the two PPCs, pay per click is an online advertising tool geared towards increasing website visitors.

Advertisers are charged an agreed rate for every user click.

Pay per click ads appear next to search results. The ads are matched to results based on your chosen keywords. The ad contains your company or brand name, a short description, and a link that directs interested users to your website.

The good pay per click service providers usually offer advertisers a periodic report that informs you of click through rates (CTR) and keyword trending analyses. All these are based on online activity in relation to your ad. You just have to decide whether or not you’ll take the service’s word for it. Otherwise, you can do your own tracking and analyses.

Note that pay per click ads do not make the sale for you. These ads, if well written and well placed, attract the correct type of people to visit your website. It is all up to your website content and product offerings to make a successful sale.

Pay per call shares the same business model with pay per click advertising. The only difference is that instead of paying for clicks, you pay for calls received.

Pay per call is also a web-based advertising technique. While pay per click ads are clickable and designed to direct interested people to your website, pay per call contains a toll-free number that allows interested people to call your company and speak with a company’s representative.

The edge of pay per call over pay per click is that advertisers like you are given more targeting options besides choosing to appear next to niche keyword search results. You can also limit ad appearance to certain category searches and narrow it further to specific geographic areas where you’d like your pay per call ad to appear.

Generally, pay per call ads appear with your company name, your address, a short description (that must be well written), and the toll-free number that redirects to an assigned telephone in your office.

The effectiveness of pay per call advertising may be easily gauged based on the number of received calls. Of course, the pay per call ads have the same goal as pay per click ads: to get the right people to become interested in you.

In this case however, closing a sale depends on an actual person answering the phone call, and not a website. A good marketer will find no problems engaging the caller and eventually, he or she can direct the caller to an actual store or a website. In any case, the interested caller already has initial contact with your brand through another human being. Brand affinity can be achieved at a better rate through human interaction.

Your Marketing Goals
Making the choice between pay per click and pay per call depends on your marketing goals and other campaigns that make up your overall marketing strategy.

The best way to determine the most suitable online marketing tool is to know your target market well and assess your company’s strengths. If you know for a fact that your website is a strong selling tool, then by all means, go for pay per click ads.

On the other hand, if you find your front line employees as your biggest asset, then pay per call could do you a lot of good.

4 Tips on Tracking AdWords to Increase Profits

AdWords is a service provided by Google that helps online advertisers like you to promote your websites or specific landing pages. The ads contain your company name, a short description, and a clickable link that directs users to a predetermined page in your website.

Google AdWords are placed next to top search engine results, on the right side of the page. Placement of these ads depends on keyword associations that you have selected.

The success and failure of AdWords is heavily dependent on keyword choices and copywriting. Often, advertisers are charged every time a user clicks the ad, making AdWords both a high-risk and low-risk marketing technique. If you don’t get your keywords right, you might invite the wrong market to click your ad. These clicks are automatically considered as advertising wastage because none of these clicks will translate into actual sales. On the other hand, if you are able to determine the right keywords spot-on, then every click will equate to ROI and profit.

Below are 4 tips to help you stay on top of the AdWords game.

1. Keep track of niche keywords for your niche market
A lot of online marketers fall into the trap of optimizing for generic keywords. They think that generic keywords will capture their target market and a whole lot of other potential clients.

The role of advertising is to get the attention of the correct target market. These are the people who are most likely to be interested in what you have to say and offer, and later on, become your most loyal customers. Therefore, invest on keywords that are specific to your niche market.

2. Settle for nothing less than brilliant copywriting
If you can’t write your description in 6 words or less, try harder—it can be done. The Internet is a fast-paced technology and most Internet users multi-task. If at a glance they don’t understand what you say, they’ll move on to the other more interesting elements on the screen.

Coming up with the perfect copy requires a little trial and error. The key is to closely monitor the performance of your ad. Compare the number of clicks with how long each visitors stay. If both numbers go up, then your copy is serving you well.

3. Keep track of response rates
Securing the services of a tracking link is useful for monitoring one ad or even multiple ads. Tracking allows you to test new advertising ideas before applying large-scale changes.

The trick is to go beyond the numbers being reported. Analyze your tracking reports and look for relationships between the numbers. Responses could be triggered by content, timing, placement, geographical concentration, or a mix of these.

4. Keep track of your niche market
Your market will dictate your marketing and communication models. You want to attract the right market and catch them at a good time. The only way to remain consistently relevant is to know your market’s needs and wants so you can fine-tune your campaigns to fit their current behavior.

Four Tips for Pay Per Click Advertising

Pay per click advertising programs such as Google Adwords and Yahoo Search Marketing are very popular techniques used for online marketing, which can bring you immediate results and targeted traffic.

But PPC advertising is not easy.

Unless you know the tips and tricks of PPC, it may cost you a fortune without any significant return on your investment.

The following are the different tips which may be followed to market your products through PPC:

The most important factor is keyword selection.
If you select general search terms as your keyword, you may have to pay more to get your ad in the first page.  It is better to go for ‘Long Tail Keywords’ or keywords which are three to four words long.

Such keywords generally have less competition and you may have to pay less to get your ad noticed. There are various keyword research tools available in the market, some of which are free whereas the others are paid. Those tools may be used to find out the profitable keywords.

The other important factor to be considered is your ad copy.
Your ad should convey the benefits of using your product or service. The ad copy should be such, so that it makes the visitor click your ad to know more. The language of your ad should be simple. Do not use unnecessary symbols or capitalization in your words. The language should be grammatically correct. The ads should be relevant to the niche of your website.

Do not use any offensive language in your ad.
Be careful about violation of any copywrite issue, for which you may be penalized. Do not make any exaggerated claims in your ad, which may not be supported by the content of your website or landing page.

PPC advertising may be effectively used to generate leads for your business and to
build your list.

Instead of sending them directly to your sales page, use your opt-in-page instead. To get their names and e mail addresses, you may offer something free to your visitors, such as a free report, an e book or some e course.

With some determination, hard work and by following the above tips, you will be successful in your PPC campaigns and maximize the return on investments.

Pay Per Click. Earn More, Pay Less Through Keyword Research

Pay per click (PPC) is an online advertising model found in search engines and content websites. Usually, advertising expenditure is based on the number of clicks on an advertisement that leads users to the advertiser’s website.

Typically, advertising on search engines would require advertisers to bid on keywords or keyword phrases that are relevant to their target market.

Also referred to as sponsored links or sponsor ads, these advertisements are displayed on web pages with relevant content and on search results pages when users make an inquiry using the advertiser’s keyword list.

Cost per click
Among the many PPC providers, Google AdWords, Yahoo! Search Marketing and Microsoft adCenter are the top operators as of 2007.

Cost per click (CPC) is dependent on two things—the popularity of the search engine and the level of competition for a particular keyword list or keyword phrase.

While CPCs can go as low as $0.01, popular keywords will definitely cost more when placed on popular search engines.

This is very important to know because your competitors could be targeting popular keywords and spending a big chunck of their budget on popular words, whereas niche keywords will have less competition but significant enough traffic and cost less.

You can potentially shave off hundreds of €/$ off your PPC spend but still have the same amount of traffic by doing some research beforehand rather than just going for the “big” phrases.
Knowing your market
Knowing your market beyond demographic attributes can do wonders for your advertising. Knowing the different ways how your target market refers to your product or company can help you determine which keywords to use.

This could also give you information on how the market refers to your competitors, so that you can avoid bidding for the same keywords, and channel your budget towards niche keywords that are more relevant to your market.

Keyword suggestion tools
There are a number of keyword suggestion tools that you can use for free. These can help you determine the best keywords for your ads to make sure they appear with relevant search results.

Keyword suggestion tools allow you to find out the most popular terms relevant to the industry you belong to.

Testing your ads
One big advantage of PPC is that your ads can be published almost immediately. Meaning, as soon as you roll out your PPC campaign, web surfers can already click your ads.

However, like advertising campaigns for other media, it is still advisable to test your PPC ads to see whether or not you have chosen the most suitable keywords.

Testing can be carried out through search engines like Google to see how well your ads can reach the target market.

A big chunk of your campaign’s success rides on the performance of the search engine. The most ideal engines are the ones that allow you to monitor your ads’ performance and provide you with a reliable customer support system.

Be Aware of Click Fraud
The pay per click advertising model is susceptible to click fraud.

Because the internet is a world wide medium, the opportunity for competitors to click on your ads is there.

Why would anyone do that? Well, by competitors clicking on your ads they drive up your PPC spend with the goal of getting rid of your ads off the net.

However, popular and reliable search engines, including the top three, have already implemented automated systems to protect advertisers from abusive clicking.

Useful Web Sites
These are sites and tools I use on a daily basis. The Google and SEO Book tool are 100% free. Wordtracker is $250 per year and is invaluable when researching keyword niches.

Google Adwords Keyword Tool
– A free tool you can use to research the value of keywords.

Wordtracker – A subscription based online tool to research keywords

SEO Book Keyword Suggestion Tool – Free keyword suggestion tool which cross analyses, yahoo, msn, google.