The benefits of Pay Per Click (PPC) internet advertising compared with traditional promotional is simply this: almost all traditional techniques are broadcast methods to people who have demonstrated next to no interest in purchasing your product. Think of flyers through doors, TV ads, radio ads etc etc. They are all broadcast ads. Sure there some focused than others, if you are selling marketing services to firms, you put adverts in a Marketing magazine, but that’s a crude method these days.
Search Yahoo for “marketing” and on the right hand side, you’ll see ads by websites who are paying the search engine to have their advert and site displayed there on the main page of results. This is Pay Per Click Advertising and this is why Google is a multi billion dollar industry!
How about someone searching Yahoo for “what is the best motorbike engine size”? That’s a user that right at that absolute moment in time is wanting in finding out a very specific thing. If you expect to offer a product that can helpthem, you’d better hope that you’re on the first page of Yahoo or other. What’s its value to you to have that user visit your webpage within three seconds of typing that into the search engine?
You could search engine optimise your webpage to get you top rankings for that term, but it takes time and effort and a reasonable investment in cash. This is where paid internet marketing really starts to shine, and is not used enough I think. You will be on the first page of Yahoo the same day for your search term for a very small budget. In a short time you’d have some inclination of how many people that will really look for that term, browse your site, and buy your product. This is real time, market research for a small budget that you simply cannot get any other way.
Lets say that the campaign costs you 20p per click, and 500 people click your ad making a combined total spend of 100. Lets say your conversion rate is a modest 1%, so you’ve got five new orders and more importantly 5 extra customers that you can now up sell to. All for 100 spend! How much is your typical consumer worth to you? Isn’t this worth it?
A fundamental thing to comprehend is how Google ranks the paid for Pay Per Click marketing Adverts. Basically it’s a real time auction. The highest bidder wins. If you bid 20p and someone else bids 25p, they will rank higher than yours. Actually it’s significantly more involved than that: if you have a top quality Pay Per Click ads, it’s possible for you to rank higher than the 25p ad because Google will give performance increases to better performing Pay Per Click ads. The point is that if your PPC professional knows what (s)he’s doing with Pay Per Click bid management, it’s likely you will get better rankings (i.e. more traffic) for less money. So your valuable online website promotion budget is stretched and you save budget. Conversely, if your online advertising campaign is administered by someone who does not know their job, it will cost you more.
Some of the tasks a competent Google Advertising Professional should perform whilst managing your account, if yours isn’t, we strongly suggest you get a review of your Pay Per Click campaign as soon as possible:
First Page is King – The goal of Pay Per Click bid management is to get on the very first page of your Yahoo, Google etc fast. However, where there is in excess of eight (typically) even Pay Per Click Adverts can drop to the 2nd page. Where there is competition like this, there is definitely no point doing a Pay Per Click marketing campaign if you’re not on the first page, so either boost your Cost Per Click (CPC) values, or forget it.
Better Website ROI through Tracking Conversions – This is high technology marketing, this is not usual marketing, so you can use that to your gain. The technology exists to track every sale and where it comes from. You can know definitely which ad converts to sales and which don’t. It’s a thing to get lots of people visiting your site, it’s another to have lots of sales. Would you prefer to have for Pay Per Click internet advertising: an ad that generates 1,000 clicks and 1 percent sales, or one that generates a hundred leads and ten% sales? In each you achieve the same sales, but the 1st costs you ten times as much in Pay Per Click advertising budget.
Landing Page Optimisation – A very common issue is not matching the page that consumers see when they click your ad, to the actual content of your ad; which definitely should be targeted at what the likely customer searched for. This just means that when the likely customer clicks your Ad, they get to see what they want to. Did you know that internet users are lazy? Incredibly did you know that half of all internet searchers leave a website in less than eight seconds because they don’t find what they expected!
Split Testing your Ads – This is good Pay Per Click management and simply involves having more than one ad and testing which one performs the best. Here is one example, we had two ads which were identical in every way except the beginning of the top title. One started “Learn to Prevent…” and the other started with “Stop…”. Split testing determined that 5 percent of the consumers who saw the “Learn to Prevent….” clicked it. BUT eight percent of the consumers who saw the “Stop…” advert clicked that one. It will not surprise you to discover that, we abandoned the first ad and got a better quality advert which eventually Google promoted to the top advertising position on the page, for the same Price Per Click!
Several Ad Groups – The elementary rookie mistake is to group every keyword together to feed a single advert. This is typically bad. Keywords must be split up into groups with advert text that reflects the keywords searched for.
Phrase / Broad / Exact Matching – Google PPC Advertising allow three different ways to match search terms to your keywords, but many online marketers just go for the broad matching option. You could significantly increase your traffic from intelligent use of the other options which many lazy Google Advertising Professionals don’t bother with.