I sold display ads in newspapers for 15 plus years. Now I’m learning about a whole new kind of advertising that can be quickly more expensive without a payoff than any ad I’ve ever sold before. That kind of gambling advertsing tool is the Pay-Per-Click (PPC).
For those of you who don’t know what this is here’s my take on it, thanks to learning things from my partner, Dr. Ron Marek. The Pay-Per-Click advertising consists of ads (when you do a Google search, they show up on the right hand side of the page) that are written by advertisers to be triggered when certain keywords or phrases are searched on.
Each time a person clicks on the ad, they are sent to the advertiser’s website, and the advertiser is charged for that “click”.
Pay per click advertising can be a VERY profitable way to increase sales and leads or they can be a HUGE waste of your money, if you don’t know what you are doing.
One of the benefits of Google’s PPC marketing is that it’s fast – you can have a campaign up and running in less than 30 minutes.
On the other hand, getting your site into the search engine listings with SEO (Search Engine Optimization) can take weeks or even months depending on the level of competition.
If you understand how to manage a pay per click campaign, you can have immediate feedback and determine the return on your investment.
You can see exactly how much money you’re spending, what your potential customers are doing online, and how many sales you’ve made.
If you compare that with advertising in the Yellow pages, it’s the exact opposite…with the Yellow pages, you never knew who saw your ad!
One of the biggest challenges with PPC is to figure out what keywords or search terms to use to drive relevant traffic to your website.
How do you know what search terms your prospects are using?
There are several soft wares that you can use to find the best search terms or keywords.
Once you have a set of keywords, then you can test them quickly and easily with a PPC campaign.
Pay per click advertising HAS to be a part of every business owners’ Internet advertising strategy.
Unfortunately, managing even a small PPC campaign can be extremely time consuming and requires very specialized knowledge and experience.
Here are several problems that the novice advertiser runs into.
Google’s has many ’secret rules’ that makes PPC a very treacherous environment – Google doesn’t make it easy to advertise on their search engine.
There are lots of unwritten rules for how Google likes campaigns to be set up and run.
These rules have a direct impact on how much you’ll have to pay for your ‘Per Click’ advertising.
If you do not understand how to use the right keywords with a properly structured landing page, the your campaign is doomed to be unprofitable and could cost your thousands of dollars.
Some of these rules are:
- Keyword grouping
- Quality score
- Ad relevancy
- Click through rate management
- Bid pricing
- And many more…
“5 Deadly Mistakes That KILL Your Google PPC …”
Keyword grouping - If you currently have 10-30 keywords, then you should most likely be expanding that to 1,000-3,000.
It’s THAT big of a difference when you know how to access to the right tools and strategies.
Ad testing – If you’re not split testing (comparing a control to a candidate, or a different ad to see which is better), you’re most likely getting only half the visitors to your site that you should be.
Conversion tracking – Most business owners don’t know how to track whether a dollar spent on advertising generated any sales. Obviously, without this information, you’re flying blind.
Tools – There are several very important tools in the market to help create and manage pay per click campaigns. The problem is that they are expensive, and don’t make financial sense for one business owner managing one campaign.
Sending visitors to your home page – There are probably many different types of prospects for your products and services, you should NEVER send them all to a generic home page.
As part of your PPC campaign it is best if you have a special landing page for each specific product or service the you provide in conjunction with your targeted keywords.
Google will in turn reward you by improving your ad ranking while charging you SIGNIFICANTLY less money when a prospect clicks on your ad.
Many time you can literally save 80-90% off the regular per click fee, when you everything works in unison.
I just finished writing a small (5 page) Special Report that shows you my “Top 10 Pay-Per-Click Tips” for spending less (a lot less) on your Google PPC while increasing your visitor traffic up to 300%.
To get your FREE copy via email, simply send me a message or DrRon@DrRonMarek.com and I’ll instantly send it to you.
Or you can call us at 480-456-4700 and we’ll mail it to you via snail mail.
Christine Marek/ Bushido Marketing