Fundamentals of Pay Per Click Optimisation

The benefits of Pay Per Click (PPC) Google AdWords compared with usual methods is just this: almost all traditional techniques are broadcast methods to users who have demonstrated little interest in purchasing your service. Think magazine ads etc. They are all broadcast ads. Sure there some targeted than others, if you are selling marketing services to businesses, you advertise in a marketing magazine, but that's a course process these days.

Search Google for "cars" and on the right hand side, you'll see ads by websites who are paying them to have their link and site listed there on the first page of results. This is Paid Advertising on the Search Engines and this is why Google now leads the search engines!

How about someone searching Yahoo for "what is the best car engine size"? That's a potential customer that right at that moment in time is interested in finding out a very specific thing. If you expect to produce a service that can help, you'd better hope that you're on the first page of MSN or other. What's its value to you to have that consumer visit your webpage within a few seconds of entering that into Google?

Sure, you might search engine optimise your webpage to make sure you have Better Search Engine Ranks for your term, but this takes time and effort and a sizeable investment in cash. This is where Pay Per Click marketing really comes into it's own, and is not used enough as far as I'm concerned. Your site will be on the first page of your chosen Search Engine the same day for the search term for a relatively low budget. In a week you'd have some idea of how many users that will definitly look for that term, go to your website, and buy your service. This is right on the money, research into your targeted market for a tiny budget that you simply can't get any other way.

Let's say that the campaign costs you 20p per click, and 500 people click your advert making a total spend of 100. And say your conversion rate is a reasonable one percent, so you've got five new orders and more importantly five extra customers that you can now up sell to. All this for just 100 spend! What is your average client worth in total? Doesn't this look like something you should be getting into?

A fundamental thing to comprehend is how the Search Engine ranks the sponsored PPC marketing Adverts. Basically it is an auction in real time. The top bidder wins. If you bid 20p and some other company bids 25p, they will rank above yours. In truth it is definitely more in depth than that: if you have a top quality PPC advertising, it is definitely possible for you to rank higher than the 25p advert because the search engine will give performance increases to higher performing PPC Adverts. The point is that if your Pay Per Click (PPC) Firm knows what they are doing with Pay Per Click bid management, it is probably you will get higher rankings (read more traffic) for a lower budget. So your valuable online internet marketing budget works harder and you save budget. On the other hand, if your online advertising campaign is managed by someone who doesn't know what they are doing, it will cost you real money.

Here are some of the jobs an expert Google Advertising Professional should perform (Such as Intrinsic-Marketing.co.uk who also do Economical Search Engine Optimization) whilst managing your account, if yours isn't, we strongly advise you get a review of your Pay Per Click campaign today:

Bid or Don't Bother - The whole point of PPC advertising administration is to get on the very first page of your Google etc quickly. However, where there's more than 8 (normally) even Pay Per Click Adverts can drop off the first page. Where there's competition such as this, there is absolutely no point doing a Pay Per Click marketing campaign if you are not on the 1st page, so either boost your Cost Per Click (CPC) values, or there's no point.

Tracking for Improved Website Return on Investment - This is modern marketing, this is not traditional marketing, so use that to your advantage. The technology exists to monitor every sale and where it comes from. You will know definitely which ad converts to sales and which don't. Remember, it's one thing to have significant traffic, it is another to have a lot of sales. Would you rather have for Pay Per Click internet advertising: an ad that generates one thousand clicks and one percent sales, or one that generates a hundred leads but 10% sales? In each you achieve the same sales, but the 1st costs you 10x as much in PPC advertising budget.

Match the Landing Page - A common mistake is not matching the page that users see when they click your ad, to the content of your ad; which should be aimed at what the consumer searched for. This simply means that when the person clicks your Advert, they see what they want to. Incredibly internet users are lazy! Did you know that half of all internet browsers leave a website in less than eight seconds just because they don't find what they expected! Doing this is more fundamental than Search Engine Optimisation Consulting

A/B Splt Testing Your Ads - This is good Pay Per Click management and simply means having more than one advert and testing which one performs best. Let me give you one personal example, we had 2 adverts which were totally the same in every way except the beginning of the title. One began "Learn to Prevent . . ." and the other started with "Stop . . ." Split testing found that 5 percent of the people who saw the "Learn to Prevent . . ." clicked it. BUT eight percent of the people who saw the "Stop . . ." ad clicked that one. It won't surprise you to discover that, we dropped the first advert and got a better quality advert which in due course Google promoted to the premium advertising position on the page, for the same Cost Per Click!

Several Ad Groups - The basic amateur failing is to group all your keywords together to supply a single Ad. This is very bad. Keywords should be split up into groups with Ad text that reflects the keywords searched for.

Exact Matching/Phrase/Broad - Google AdWords allow 3 different ways to match search terms to your keywords, but many online marketers just go for the basic matching option. You could significantly increase your Click Through Rate from clever use of the other options which most careless Google Advertising Professionals don't bother with.