All PPC Campaigns Do Not Lead To Riches
If pay-per-click campaigns were as simple as a click away,
then every website owner could make easy money just by
linking an ad to his site. However, a successful
pay-per-click (PPC) campaign isn't so basic. Granted,
carrying out the steps to participate in PPC programs
offered by many search engines aren't hard to figure out;
it's the strategy behind making these PPCs work on your
website that makes the response rate for PPCs reach their
highest potential. Is the average website owner capable of
carrying out a well planned campaign on his own? Maybe, if
he's lucky. But, does luck really make for a great
campaign?
Most of the big search engines have great PPC services.
For example, Google Adwords and Yahoo Search Marketing
Solution (previously known as Overture), go through
the mechanics of how to advertise and submit for review or
activation. With Google Adwords, your PPC campaign can be
up and running in a matter of minutes! Yahoo takes a little
longer because of their human review process. However, this
doesn't mean your campaign will be visible to searchers.
Your ad may not climb positions until way down the road.
Get your plan together before launching a campaign by
following a few basic tips:
- Find your target customers' likes and dislikes so you
have insight on how they search online and how they react to
certain keywords and phrases.
- Do you track your keywords? Even if your PPC is tight
with keywords, each keyword will only attract a percentage
of visitors. Attract new customers by tracking which
keywords appeal to them most strongly. Tracking systems
like in Google Adwords and Yahoo Search Marketing Solution
do the trick.
- Maximize the small space inside an ad by first
split-testing your keywords. Do research by testing
keywords and phrases in search engine results. Pick only
the best keyword or phrase results.
- Don't mistake traffic with performance. You may attract
heavy traffic to your site through a PPC but you might not
get desired performance. Are you clear on the action
you want? Performance is when your visitors take the
action you are seeking. You need to strive for performance
as well as traffic. With better performance than your
competitors, you can afford to buy higher PPC ad positions.
You'll get more visitors, and they are more likely to take
action.
- Is your campaign linked to "landing pages"? A "landing
page" is where the visitor is directed upon clicking on a
keyword. Direct your visitors to a page in your site that
is most relevant to that keyword and to that population of
visitors who are most attracted to that keyword. Studies
show the more relevant the landing page to the visitor the
more likely the visitor is to respond to the call to action.
The best way to get a return on your investment (ROI) is to
implement a well thought out PPC campaign. Learning how to
set up a PPC ad is one thing; strategically planning a PPC
campaign that gets the best bang for your buck is another.
To learn about simpler and typically much more effective PPC
campaigns, visit www.1dmom.com/archive.
Copyright 2005 Riki Trafford. All rights reserved.
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