Category: PPC

Nov 12 2008

Get More Traffic Through Ad Testing and Optimization

Are your Pay Per Click ads the best they can be?

Ad testing (also known as a/b testing or split testing) lets you experiment with multiple ads at the same time to find out which ones work best.

When combined with the Ad Optimization feature in Google and Yahoo, the better-performing ads will display more often.

To start with, make sure you have them rotate evenly.  Then you can see which one comes out the clear winner.  You can then run another split test against, that winner, to see which one works best.

How Do You Benefit from Split Testing?

? Improve ad group performance because better performing ads, based on click-through rate, will serve more often (if Optimization is turned on, which is the default setting). Change to Rotate when you are first testing.

? Save time by automatically displaying the best performing ads

? Save money because ads with higher click-through rates may score higher in the quality index, and this may lead to higher placement at a lower cost

? Find out which messages, promotions, and geographical locations test better, and apply this learning to other marketing tactics, and in other PPC programs.

? Test different versions of your landing page URLs.

How to Create New Ads

To create a new ad:

1. Go to your intended ad group page or create a new ad group
2. Click on the +Create New Ad button
3. Enter a title, description, destination URL and display URL; make sure you are only testing 1 thing against the other ad, for example, the headline. Perfect it with split testing.
4. Review and approve ad
5. Track your results for a week
6. Repeat steps 1 through 5, in order to optimize your headline.
7. Once you have optimized your headline, repeat steps 1 through 5 with your first lines, to find the optimum one.
8. Repeat steps 1 through 5 to optimize your second lines.
9. Then do your display urls.

If you carry out your ad testing and tracking in a methodical way, you will be amazed at what a difference a tiny tweak or two can make. Best of all, you will have trackable, tangible results.

Aug 07 2008

THE BASICS OF PPC 5

6. Write effective ads. A good PPC ad is that which can persuade and move a searcher. There are several approaches to this:

 

·           Discount offers

·           Testimonials

·           Celebrity/famous endorsers

·           Money-back guarantees

·           Free trials or sample offers

·           Freebies

·           Reverse psychology

·           Major benefits (“Lose weight”)

·           Direct instructions (“Click here”)

 

7. Maintain a professional-looking site. Your web content should be regularly updated and checked for spelling and grammatical errors. There should be no broken links or images. The website should be simple – designed in such a way that it will be easy for visitors to navigate and load. Include contact details to create a good impression among potential customers.

 

Done properly, PPC advertising can be an effective marketing tool that will maximize the return on your investment quickly.

 

960 words

 

Aug 05 2008

THE BASICS OF PPC 4

Below are some important things to consider when planning on a pay per click campaign:

 1. Know your product. Take an inventory of the product and/or services that you have to offer (before anything else).

 2. Stay within the budget. Determine your daily or monthly budget; and stay with it. This means keeping your budget in mind, avoiding bidding wars if possible.

 

3. Bid just right. Know how to bid right – a bid that is too high can exhaust all of your money, while a bid that is too low can make you lose that spot.

 

4. Watch the bottom line. Measure your profit margin against your spending or expenses. Know when to stop and terminate your PPC program – if you spend more on advertising but have little or no sales at all.

 

5. Find the right keywords. Decide which keyword phrases to opt and bid for. Do some keyword research, either by actually looking at existing search terms or with the use of online keyword suggestion tools, to know which terms are mostly used when searching for items that are related to your business. Focus on specific keywords, not on general ones.

Aug 03 2008

THE BASICS OF PPC 3

There are many benefits to Pay Per Click advertising, making it an effective way of promoting a business ‘online’. Some of them are listed below:

· Get launched immediately. PPC advertisements are implemented very quickly – they can go ‘online’ within an hour after winning the bid and paying for it.

· Obtain specific, pre-qualified, and quality traffic. PPC provides you with a quality or a well-targeted traffic. Visitors are narrowed down into ‘qualified’ people who are actually looking for specific products and/or services that you offer – those who are more likely to become a ‘lead’ (a convert) and complete a transaction (either by buying your product or subscribing to the service that you are offering.

· Widen your reach. PPC advertising provides additional traffic to your site, aside from the natural or “organic” search engines.

· Track your investment. PPC advertising makes use of a tracking system that will determine exactly who comes to the website and what they do once they arrive – the length of their stay on the site and the number of pages (including the actual pages) that they view. These are valuable tools in determining statistics such as return on investment (ROI), acquisition cost-per-visitor, and conversion rates (the percentage of visitors who are converted into customers or leads).

Aug 01 2008

THE BASICS OF PPC 2

PPC advertising is usually done with the following standard procedures:

 1. Setting up an account and/or deposit funds.

 2. Creating a keyword list.

 3. Choosing (and setting up) an account with a PPC search engine.

 4. Bidding on the ad placement, including the search result words or phrases.

 5. Writing out an ad copy.

 6. Setting up the ‘landing pages’ for your ads. You might want to have multiple landing pages to precisely match the terms you have bid on.

 7. Placing the advertisement in the search engine. The search engine will expect your ad to be well-written and will show it or not based on their criteria and your bid.

Jul 30 2008

THE BASICS OF PPC 1

PPC stands for Pay Per Click – a popular advertising technique on the Internet. It is found on websites, advertising networks, and especially on search engines. You pay when a prospective customer clicks on the link.

PPC advertising involves sponsored links that are typically in the form of text ads. These are usually placed close to organic search results. So a computer user types in a keyword or phrase, like Xbox repair manual, and can get both the results ranked as the top sites by the search engine, according to their own criteria, and the ads which are relevant to that topic. The advertiser pays a particular amount to visitors who click on these links or banners and land on the advertiser’s web page.

 

In essence, PPC advertising is all about bidding for the top or leading positions on search engine results and listings. Advertisers do this by buying or bidding on keywords and keyword phrases that are relevant to their products or services.

 

The higher the bid, the higher the spot on the search results, the more the people will see the ad (and possibly click on it) to go to their websites (this is why some people call it “keyword auctioning”).

 

Advertisers then pay the bidding price every time a visitor clicks through the website. 

Each search engine positions their ads differently, but generally they are on the top or the side. Many people wish to be the top ad in the list, but that can result in automatic clicking, or confusion as to whether or not the result is an ad or an organic site.

 

Prices can range from pennies, to hundred of dollars for clicks.

 

PPC advertising is also known under the following names/variations:

 

·           Pay per placement

·           Pay per performance

·           Pay per ranking

·           Pay per position

·           Cost per click (CPC)

 

Jul 09 2008

PPC: Pay Per Click, and how to market on the search engines 8

Final words on PPC

PPC is one of the fastest ways to drive qualified traffic to your site for pennies compared to what you would be using other advertising.

 

Just make sure you understand that PPC  is both a short term and long term strategy, and calculate that it is going to take you several weeks, if not months, to start making any serious sales. It can be the cornerstone of your sales endeavors, and be sure you have a email capture to try to get people to come back for return visits, which will mean a bigger return on your investment.

 

Finally, you need to calculate whether or not you can afford to make a living by selling to 1 quarter of 1 percent of your visitors—that’s right, .025%, because that is the average conversion rate for most sites. Anything above that is icing on the cake.

 

PPC is excellent for getting started in advertising and marketing on line, and testing offers and ads, tracking the results, and improving them. Just make sure you proceed with caution, analyze and assess what you are doing, and also keep up to date with any changes to the system.

 

Also don’t rely on it as your sole stream of traffic and income, but one of several, so that if anything changes in the world of pay per click marketing, you won’t shut down because you have no traffic.

 

There are a lot of great how to books on PPC, so get one, set your budget, and get started!

Jul 08 2008

PPC: Pay Per Click, and how to market on the search engines 7

Getting professional help with PPC marketing

 
The popularity of PPC marketing has given rise to professionals offering PPC marketing services for small and big businesses. Hiring a professional PPC marketing company is advisable for a small business without experience in PPC marketing. Most PPC marketing companies offer reasonable rates for their services and at the same time produce acceptable results.

 

A PPC marketing professional can attend to all the details commonly involved in a PPC marketing campaign. Handling a PPC marketing campaign is a time-consuming process that can be overwhelming for a small business. A PPC marketing professional can help set up a PPC marketing campaign and later on train someone from within the business to handle it to ensure its continued success.

 

Alternately, you can learn to do it yourself, especially if you have only a small range of products and intend to grow your site gradually. Every PPC campaign will need to be structured carefully, with well written and relevant ads, and supported with a solid landing page.