|PPC & Advertising Information|
How to Skyrocket Your Paid Search Profits
Faced with a mediocre or worse performing paid search campaign and the pressure to allocate resources elsewhere, many businesses choose to drop their paid search or scale back their budgets - leaving ripe buyers waiting to be harvested by their competitors.
If you face paid search challenges, before you decide to drop or scale it back, try these proven strategies to skyrocket your profits.
A. Get "Down and Dirty" with Keyword-Level Tracking
Track your paid search campaign at the keyword-level. To manage an effective paid search campaign, you must know your "per click" results from the money you have spent.
For example, if you have 1,000 keywords active in your paid search campaign and you spend a total of $3,000 a month - do you know which of the 1,000 keywords generated your sales?
What if 80% of your sales came from 20% of your keywords? Moreover, what if this 20% accounted for just a small percentage of your $3,000 monthly cost?
Without keyword-level tracking you will not be able to make financially beneficial assessments. Time-tested experience shows that the 80/20 rule applies to pay-per-click marketing.
WARNING: Beware of Matching Options!
Although matching options (i.e. broad, advanced, exact, phrase and so on) offered by Google Adwords, Overture and other paid search engines provide "convenience" they unfortunately skew your keyword performance results.
If you setup a "broad-match" for the keyword "real estate", you will attract visitors who have entered any possible variation of the term "real estate" including geographically specific "real estate" keywords like "Arizona real estate" that may have absolutely no relevance to your product or service.
Although it takes more time to add exact (or standard) keywords to your paid search campaigns, you will reap significant rewards and a quick payback from the profits generated through understanding your individual keyword performance.
B. Developing Custom Landing Pages
I have written a great deal about landing pages lately. Why? Because they generate profitable results through converting paid search visitors into customers.
Paid search marketing is unique compared to natural search. In part because you have the convenience to select specific keywords, write specific ads and direct the click-through to a specific web page (a.k.a. landing page). This "connect-the-dots" process creates the need for consistency among a visitor's expectation from the keyword they enter to the ad that draws their attention and down to the web page, they "land-on". Relevancy and consistency are essential for an effective paid search campaign.
When I review a marketing plan and its associated strategies with clients, they often laugh because I get passionate about the power of landing pages. I get passionate because they work so well at generating leads and sales that I can't believe everyone is not using them!
So what are landing pages? A "landing page" is a custom web page developed exclusively for a paid search campaign. It is highly keyword relevant (so you may have multiple landing pages tied to different sets of keyword themes) and they focus a visitor's attention on one call-to-action (e.g. requesting a visitor to take immediate action). The sales copy (content) on a landing page connects the visitor with the paid search ad and keyword they searched for and clicked from.
The copy is strongly benefit-oriented (e.g. communicates the value the visitor will receive from your product or service). A landing page's layout and graphics relate and support the keyword and paid ad.
For instance, if a visitor clicks on your paid search ad for the keyword "website conversion" in Google and arrives at your landing page, the landing page will clearly communicate "website conversion", how website conversion will benefit them and presents a call-to-action like a contact form for them to complete.
It may also contain a "secondary call-to-action" which could offer a lower commitment action like an email opt-in in case a visitor is not ready for a higher commitment action (e.g. request a phone call) yet still wants to begin a relationship with the business. Testimonials, case studies, and graphics all support the benefit and value of "website conversion". In essence, the whole visitor "experience" created by the landing page is "website conversion" and its value to the visitor.
For example, if a visitor expects to find "real estate book" as demonstrated by their keyword search, your landing page should present a "real estate book", (relevancy), offer a consistent message with the paid ad that attracted the visitor to click-through (consistency) and communicate your product or service benefits to fit the visitor's needs (connection). If you get these three right (assuming that you have a quality product and a fair market price point) on your landing page, your leads or sales will skyrocket while your costs drop.
One of the reportedly major reasons why paid search campaigns fail is because businesses direct all of their click-throughs to their home page. Since most businesses' home pages are designed to serve mutliple audiences (i.e. media relations, investors, current clients, potential prospects, customer services, etc.) they do not provide the level of relevancy and consistency expected from a visitor.
C. Luring Buyer Intentions with Keyword Selection
Keyword selection is important. The keywords you select provide access to "pools" of visitors at different stages in their buying cycle. By selecting the right keywords for your products or services, you can open a completely new market of ready-to-buy visitors.
You see - results from advertising occur through relevancy, connection and consistency. In search whether paid or natural, the visitor (search user) drives the process. By entering a keyword into a search engine, the visitor is telling you what they want to find. From a marketers' perspective - this is a dream come true! A potential buyer telling you what they "expect" to find on your website and what they are considering for purchase.
So when selecting keywords, make sure you thoroughly canvass your marketplace using strategies such as:
? Your competitors' websites
Most importantly, "THINK" but never "ASSUME" about which keywords your potential customers may use to find your products or services. Never give up searching for new keywords to setup and test. Both seasonal and even weekday keyword performance fluctuations should be analyzed and studied in addition to potential associations people make to find your products and services.
D. Performance-driven Bid Strategies
All paid search engines possess bidding nuances. However, for the two largest, Google Adwords and Yahoo! Search Marketing, do not get locked into the top bid position. Test how each keyword performs against your website's sales or lead conversion metrics up to the seventh bid position.
Depending on your product or service, you may be amazed how bid position six attracts less click-throughs but produces higher sales or lead conversions on your website. Test, test and test - the outcome may mean lower costs and higher sales conversions for you.
E. Writing Negatively-Qualifying and Appealing Ads
Finally, always test different ads by interchanging words in the title and description. For Google Adwords, try split-testing two different titles and descriptions and add a unique tracking code to each one so you can identify which one causes the best sales conversion increase. In order to split-test at the keyword-level, you must structure your campaign correctly. If you are tracking at the keyword-level then this will be automatic, if not, get some expert help. Notice that I did not state, "the best "click-through rate increase".
Because "a lot of nothing" (i.e. a lot of traffic without sales or lead conversion) is not a financially effective strategy. Consider that even a single word change in your ad can create a significant jump in your paid search profitability.
Follow these strategies immediately to send your paid search profits soaring!
Kevin Gold is a writer, speaker and co-founder of Enhanced Concepts, Inc., specializing in turning website visitors into leads or sales. If you want to increase your leads or sales, get "12 Surefire Ways to Increase Your Website Conversion" by visiting http://www.enhancedconcepts.com
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Flexshopper, Inc. (FPAY) Reports Gross Lease Originations During Holiday Season up 27.5% - StreetInsider.com
Mr Digital teams up with offshore team to deliver cost-effective quality websites - PR Urgent (press release)
BYZANTIUM ICO Agency Annual Report - Madly Successful Year - Cointelegraph (Bitcoin, Cryptocurrency and Blockchain News)
Google Adsense - A Website Income
Many of us have websites and as a matter of course join the Google Adsense plan and place the appropriate script code on our web pages. Taking for granted that visitors will come to our web pages and quite happily click on these Google Adsense ads and consequentially we will make money.
The Truth About Why People Search!
Why do people search on search engines? Let's confess this seems like a basic question, right? People search because they are looking for something. Complicating that question are these questions.
Pay Per Click Web Advertising Power Word Secrets Revealed
First impressions affect your relationship with someone for life. In the pay-per-click world, your business depends on first impressions.
What Should You Know About Search Engines and Pay-Per-Click?
Here's a fact for you, 85 to 95% of Websites are found through a search engine. You may have the most incredible Website on the Internet, but it will receive little or no traffic without search engine visibility and ranking.
How Do You Make Money From Google Adwords?
Can you really make money from this?Late 2003, I think was the first time an ebook popped up that claimed that one could make money from Google Adwords.The main method that was revealed involved combining Google Adwords and the Clickbank affiliate program, to make money, online, everyday almost on autopilot.
Buying Your Way to the Top with Pay Per Click Advertising
Imagine if you could advertise ONLY to people who have actually expressed an interest in doing business with you? That's basically what happens whenever a prospective customer or client types a phrase into a search engine that's relevant to your business. But how do search engines decide which sites are worthy of top placement in their search results? It turns out that some of the results are ranked by the search engine's computers while others are simply paid advertisements from companies willing to buy their way to the top using Pay Per Click Advertising.
Local Business Advertising & Google Adwords
"I don't need the Internet to advertise - I'm a local business!"Okay..
The Fastest Way to Get Traffic to Your Site
Lots of people would like to get their Web site to the top of Google's free listings. But that's precisely the problem: You're competing with lots of people.
Work At Home Business Tip - Test Everything
Dinner With Mark JoynerAbout 3 Years ago in Los Angeles I was Fortunate enough to have dinner with Mark Joyner. I was at a Seminar and I was standing in the Hotel Lobby talking with Mike Litman and Mark Joyner came buy and said to Mike let's do dinner, he looked at me and said why don't you Join Us.
Choosing the Right Keywords for Your Pay Per Click Advertising Campaign
Introduction:Of all the important decisions that go into a successful Pay Per Click Advertising program, the most critical one is which keywords to target. Choosing the right keywords will drive a continuous stream of qualified buyers to your site at affordable CPC's.
The Truth - Adsense Click Fraud Can NOT be Stopped
Your probably reading this article because you use Google Adwords to bring traffic to your website, or your a click fraudster yourself, wanting to see what kind of information I have for you. Most of you click fraudsters will think that I have no idea what I am talking about, and that I do not know your methods.
AdWords Campaign Set Up Tips
It's easy to overlook the basics of a strong AdWords campaign. Without them though, your AdWords campaign can be doomed from the very start.
The Evolution of Google AdSense
The web has evolved into a complex "organism" which, to some, appears to have a life of its own. As the Internet has evolved, so too have online marketers and publishers.
Pay-Per-Click Marketing & Natural Search Engine Traffic
PPC advertising has many great benefits. First of all, you get your traffic going quickly.
Internet Advertising Options
Your online business will likely require more advertising than a contemporary business downtown, yet some new to the world of online business do not spend the time and money to advertise their business appropriately and are, in turn, losing money. Your online business is crammed into the world wide web along with thousands of others selling the same product or service as yourself.
Run a Profitable Google Adwords Pay Per Click Campaign
Google and Yahoo-Overture control over 90% of the PPC market and as such you should seriously consider using them if you want the maximum possible exposure to targeted web traffic through PPC advertising .Sign up for the Google Adwords program is free but they require a $5 USD deposit before they will start to display your ad copy.
Google Adsense: What You Need to Know!
We read about how to develop a Google AdWord campaign, but where do these ads get featured? To think that the advertisements feature only on Google depending on the keywords searched by users is not true as that isis only part of the ad exposure. Google AdSense can be considered the other half of AdWords.
AdWords Campaign Set Up Tips - Part Two
Ready for more tips on how to make your AdWords campaign work more effectively for your business?Start with a Modest BudgetJust as you should start with a smaller geographical region, start with a modest campaign budget. Spend a few days or a few weeks fine tuning your ads before you really decide to pump up the budget.
How to Make Every AdSense Ad on the Google Network Pay You!
Wouldn't it be great if every keyword in Google's entire inventory could be relevant to your site? Imagine that no matter what any person searched for, all of the ads that came up in the SERPs (Search Engine Result Pages) paid you whenever someone clicked on them.Sound good to you? That's great.
5 Ways How You Can Boost Your Google AdSense Earnings
Google AdSense is a great way for webmasters to monetize their websites. While many webmasters are struggling hard to earn $3 - $10 per day, some 'genius' webmasters have already enjoyed $30, $100, and even $300 a day from AdSense ads on their websites.
|home | site map|