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Posts Tagged ‘pay per click advertising’
Can You Save Time and Money by Outsourcing Your Pay Per Click Campaign? Part 1 of 2
Written by Christopher Ulrich
Thursday, 16 July 2009 05:02
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by Christopher Ulrich

One of the biggest challenges with Online Marketing is operating a successful pay-per-click advertising campaign. Competition is fierce and the costs to advertise at Google are steadily climbing.

In this article we are going to review several of the factors that you should look at when deciding whether or not to outsource your search engine marketing campaign.

1. Search Marketing Expertise

(It should be stated that you are|Obviously you are an expert in your industry. Your goals are to grow your business based on your knowledge and skills and have achieved a certain level of success. That, however, does not make you an expert at SEM. While you may know your business inside and out, the marketing strategies required to successfully promote on Google are a totally different issue.

SEM Advertising/pay per click is a very specialized form of advertising. Strategies that worked justsix months ago are no longer effective. The search engines change as fast as the stock market and if you lack the expertise to create a effective search marketing campaign, you will overpay for clicks and amidst tremendous opportunities.

2. Keyword Selection

For years, our company has run campaigns with vast amounts of keywords. Back in 2001, we created campaigns with up to one million keywords. No one had heard of “long-tail keywords” and no one was developing large keyword lists. Today, the industry has changed. Many people have built tremendously extensive campaigns to the point that long-tail strategies had to change.

Due to search restrictions you can no longer bid on every keyword you can imagine. Today, you need a strategy that casts a net that is surgically targeted to specific services, products and audiences. Unless you know what to do to develop these keyword lists, you will very likely place yourself on the most expensive, high traffic, low converting keywords that are out there. To find the right keywords at the right cost is a critical skill in developing a successful campaign.

3. Tracking Capabilities

For decades, companies used newspaper, print, radio and TV ads that were hard to track. Online advertising changed all that, making most actions highly accountable. To be successful today in search you have to implement a system to track all actions; otherwise, how will you know what worked? Even if you are tracking, what will you do with that data?

4. Optimization Algorithms

Optimization systems / search optimization systems are the automated systems that analyze the data you capture, evaluate the actual success on the individual keywords, and make determinations as to which keywords should be bid higher, lower or eliminated completely. This needs to be a systems driven task to analyze the amount of search phrases required to maximize the results of your search campaign.

In the next section, we will discuss development costs, ROI analysis,how much time it takes to be successful and the learning curve involved in running a successful PPC program.

About the Author:
Christopher Ulrich is the CEO of the Direct Response Group. Since 1996, his team has been assisting small to large groups with Pay-Per-Click Optimization to market their businesses on the Internet with Search Engine Marketing. For information, visit http://www.DirectResponseGroup.com
 
Happiness Is PPC Software
Written by Lawrence Stainbank
Wednesday, 15 July 2009 02:05
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by John Rivers

When you use pay per click advertising, do you generate profits for yourself, or do you just add to Google’s ever increasing bottom line ?

At dawn (sometimes before), across the world many thousands leave their beds, do they dress first, perhaps visit the bathroom, no they head for their PC’s. First the Google home page, then ‘advertising programs’, followed by ‘Google Adwords’, followed by a groan as once again the sales column is empty and the ‘cost’ one full !

In truth they have turned their Adwords account into the Las Vegas of the internet, lots of money in, very little out. In the PPC ocean only the professionals have a chance of avoiding the sharks and getting to the island of profit. Considering the fact that around 90% of online businesses don’t make it past the first 3 months I can’t imagine that, for most, PPC advertising is any more successful.

You will find, on my website and across the web, articles where I have gone into, in detail, keyword list creation and how to compose the ads themselves, but no room for that here. I do need to repeat, however, that I believe in large numbers when it comes to a PPC campaign – but please, do not begin by bidding on the whole list ! The best way, I have discovered, is to have a very large campaign loaded into Google Adwords but only have a fairly small (perhaps a couple of hundred) ‘live’ at any one time, cutting out the unsuccessful and replacing them with more from your ‘paused’ list.

To give a real life example, I recently put up a campaign consisting of more than 4,000 ad groups, with only 200 of them appearing on the web, as keywords failed to perform they were deleted and another from the main list taking their place. Having it all up in one go makes managing the whole thing easier but this approach has one very obvious, very large, problem, how is it possible for anyone to create a campaign of this size manually ?

It can’t be done manually, if you don’t want to scramble your brain, the only answer is PPC software that can cope with the whole operation. Having ‘seen the light’, the next job was to track down software that could do everything I needed it to and in a way I could easily understand.

After a lot of research it came down to two outstanding examples of PPC software, both of which fulfilled my wish list.

1. Handle keyword lists of any size.

2. Give every single keyword some sort of tracking code so I could figure out which produced sales and which should be ditched.

3. Could place two versions of an ad within every ad group so that I could see which performed best

4. Make the keyword, where possible, the headline of the ad.

5. Where the keyword was longer than Google’s maximum of 25 characters, substitute a default headline, automatically, that had been prepared in advance.

6. ‘Explode’ the whole campaign so that it could be loaded directly into Google’s Adwords Editor in minutes without any fuss.

7. Very clear tutorials and an excellent help desk

Then the unpleasant business of money raised it’s ugly head, one at $399, the other $147, did the huge price difference mean a big difference in quality ?

With some concern I went for the cheaper one, after all it did have a thirty day guarantee and the people involved with it had a very good reputation. It took only one campaign to realise that I had made the right decision and I have been an Ad Grenade fan ever since, boring anyone interested, and a few who were not, about how great it is.

Making real money online when PPC advertising is involved can only be achieved by tightly controlling large campaigns and that can only be realized by adding top quality PPC software to the mix. I now wouldn’t even know how to set up and run a campaign without Ad Grenade, why not watch how, a campaign is created – it’s fascinating !

About the Author:
Expert author John Rivers has much more information about ppc software, as well as revealing exactly how he carries keyword research, writes the ads and even his bidding techniques. Also available , for the first time, is a new free, 6 part course as well as a interesting, eye opening review of Ad Grenade, the only ppc software he uses, all at http://www.explodeppc.com
 
Impressions on Pay Per Click Advertising
Written by Kathleen Diaz
Saturday, 27 June 2009 03:37
No Comments
by Joseph Summers

Pay per click (PPC) advertising is one of the most cost effective ways to reach consumers on the net. PPC ads are a form of contextual search engine based advertising, meaning that your ads are targeted based on the keywords people use when searching for products and services like the ones your business offers.

Pay Per Click advertising is more focused than traditional forms of advertising. At the click of a button, it affords visitors to a website the opportunity to know more about a product or service they are interested in. PPC is commonly done in conjunction with search engine results so that relevant ads can be presented based on the search terms entered. Advertisers compete for advertising space and bid what they are willing to pay for each click for those keywords. PPC advertising is an advertising solution offered by internet business giants involved in search engine, websites and advertising networks. The PPC advertising is a web marketing tool that contains keywords and phrases in 3 to 4 liner text advertisements.

As a very simple example of how this works, lets say that you own a garden supply shop. You may choose to use a phrase like hydrangeas in your PPC ads. Your ad will only be displayed alongside search results for this term; allowing you to display your ad to those consumers who are already interested in this topic. Since your advertisements are shown only to the people who are your most likely customers, the rate of response is inherently higher with PPC advertising.

The following are a few helpful hints for reaching your target market with PPC campaigns:

Keyword research: If your website is optimized for a certain keyword or keywords use them as the basis for some of your PPC ads. Its also a good idea to find out which relevant keywords are among the most popular with web users. You can use free tools such as the Google AdWords program provides or any number of commercial software packages for this.

PPC ad copy: There is an art to writing this sort of extremely short form copy. You have even less space than you would if you were advertising by text message, so youll have to make every word count. Focus on phrases like buy hydrangeas at (your site here) or low priced hydrangeas and the like. What youre trying to do is to make it obvious that you can purchase the product by clicking the link. This may seem like a no-brainer, but its surprisingly effective; and it helps to weed out people looking for freebies.

Use global negatives: You can define your campaigns to exclude searches based on specific terms. If your keywords lend themselves to showing up in unrelated searches, youll want to try to exclude search terms which tend to bring these irrelevant results up. Many internet marketers dont understand how to use this feature, but you need to ” it allows you to narrowly focus your advertising.

Track and refine your PPC campaigns as you go: One of the biggest advantages of PPC advertising is that it offers a degree of accountability that few if any other advertising strategies can match. If youre using Google PPC ads, youll be able to track your impression statistics, your click through rate as well as your conversion rate.

Geo-targeting: Geo-targeting is useful when your online presence is used to promote an offline business. Local Search is the actual search one does, but with the intentions of doing it in a particular area only. Geo-targeting lets you target your ads to specific locations and languages. For each AdWords campaign, you can select the countries or regions and the language(s) for your ad.

You can make an experiment with different ad copy and keywords for your PPC advertising to find which work best. Drop ads which arent performing well for you and focus on the ones that are. Since you can monitor your response rate and conversions easily, you can adapt your campaigns on the fly ” one of the great strengths of PPC advertising.

About the Author:
Do you want to have a legimate online business? Discover the secrets to making money on the internet at AllAboutWebBusiness.com