Pay per click (PPC) is by far one of the easiest and quickest methods of driving targeted, consistent traffic to your website. While this may seem like a daunting method of advertising for some, it's actually quite easy and can end up becoming that one marketing method that you can't live without.
But as I said, it can be a little daunting to begin with, so here are some top tips that will help you create and monitor your Pay Per Click advertisements.
Different Search Engines
There are many search engines that offer Pay Per Click advertising. The two most commonly used are Google and Yahoo. It is generally recommended that when you start your PPC campaign, have a low budget and spread it over a few different search engines to see where your target audience is.
Pay Per Click users who use Google tend to have better success advertising technically orientated products or services such as computer hardware or website design. On the other hand Yahoo has been reported to bring great results for products that general consumers search for such as toys, video games and music.
Choosing the right Keywords
Choosing the right keywords is the pretty much the most vital stage of your PPC campaign. You will need to select the keywords specific to the service or product you are offering, while being careful not to target an overly competitive phrase. If your phrase is extremely competitive, you are likely to spend a lot of money.
To begin with, ask yourself what phrase would you search for if you were looking for the product or service you are promoting.
Begin by searching for your product or service with a variety of variations of your phrase. For example if you sell mobile phones, variations could include "Buy mobile phones", "Buy new mobile phones" or "buy latest mobile phones".
By searching for variations of key phrases, you can also see what your competitors are also targeting. Make a note of the phrases that you see.
Be aware that there is usually a fine line between keywords that are either too specific or too general. You don't want to waste your money on untargeted traffic.
Attracting People to Your Ad
Title:
Once you have selected your keywords, they need to be enticed into clicking your adverts. One of the simplest, yet most effective way is to including your keywords in the title of your advert. This has been known to increase click-through rates on adverts by over 50%
You should also be aware that you can often create a more appealing advert by including other keywords into your advert. You could do this if you are targeting a very specific part of your product, it will ultimately mean that your clicks will decrease but should improve the quality of the visits.
Description
When you have written your title, you need to create a description for your advert. It needs to be direct and to the point. Realistically a user needs to be prompted to click your advert, so the description needs to be appealing.
A good method of prompting people to click your advert is to give them a direct instruction. For example, a phrase like "try our demo" or "download" will provide the push that they need.
It is important to make your advert different from your competitors, if you offer a good product or service that is different, say why in your description. After all, you want people too choose your advert over the others.
Reducing Your Click Through
Despite what you may think, for the majority of the cases it is important to reduce the number of clicks your PPC advert is receiving. A high number of clicks does tend to indicate that your visitors are potentially from a market that you are not directly targeting.
If you think this is likely, you should make the description of your advert more descriptive and even include your price. This will more than likely reduce the number of clicks, but improve your click to sale ratio.
Tracking Your Clicks and Conversions
You need to know if your campaign is successful, to know this you need to be able to track your clicks and conversions. If your adverts are not successful, then ultimately your money is better spent elsewhere.
Luckily Google and Yahoo PPC include built in tracking and conversion tools so you can track how well your adverts are doing.
You will need to know exactly how much money you are making per pound or dollar spent on every advert. If you are making more money than spending, then that advert is successful. If this is the case, you can use your knowledge and experience to potentially increase that.
If your advert is costing you more than it is making, you can either reduce the amount you are spending on that advert, or remove it altogether. PPC has a lot of trial and error associated with it depending on your market.
Take the advice in this article, hopefully it will improve your Pay Per Click campaigns. Always remember that it can take time and effort for you to find the perfect key phrases for your market, but once you have found them, the rewards can be great.
Good Luck
This article is written by Jonathan Walker of PCC, offering Pay Per Click Jobs and PCC Jobs
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