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3 Tips for Getting Started With PPC Marketing

Dalesh — Thu, 05 Nov 2009 13:03:01 +0000

Pay-per-click (PPC) marketing, also known as paid search can be a black hole for newbies. Beginners are attracted to the simplicity of the PPC model, where one can drive traffic virtually instantly to any web page they want usually for a low cost-per-click. Their cash is then subsequently sucked out of their credit cards because they either forget to monitor their campaigns or they put up bad campaigns to begin with. Plus, they never followed the following three tips for getting started with PPC marketing:

1. Do your homework (research).
The search engines will reward your ads for relevancy. The more relevant your ads are, the higher they’ll rank and the less you’ll have to pay for those rankings. The first step towards achieving higher relevancy is to do your keyword research.
Let’s say you want to drive traffic to your landing page where you want to build a list. First, find common keyword phrases in your niche to target. Then, generate long tail keywords by adding modifiers to those broad keywords. “Golf” is a broad keyword, while “how to improve your golf swing” is a long tail keyword. You can expect to pay well over a dollar per click for broad keywords. On the other hand, long tail keywords have far less competition because less people search for those terms, so get used to paying less than a quarter per click for these terms.
2. Stay relevant.
This relates to tip #1, but having a relevant campaign will drastically increase your ROI. There are a few components of an ad campaign, many of which can be optimized for relevancy.
For example, as previously mentioned, your keywords need to be relevant. If you try displaying a weight loss ad for an online marketing keyword, the search engines are going to slap you with a ridiculously high cost-per-click. Therefore, your ad copy also needs to be relevant. Ideally, you should include the full keyword in your ad copy. This means creating a new ad for each of your keywords. It seems like a lot of work now, but it’ll save you a lot of money in the long run.
Another important part of your campaign which needs to be optimized is your landing page. Basically, your main keywords need to be found a few times on your landing page in places like the domain name, the headline, and the body text.
The bottom line — someone who clicks on your ad expecting to see a solution for a receding hair line and, instead finds a website for your home business opportunity is going to get you whacked by the search engines, whose goal is relevancy for the user.

3. Don’t “set and forget”.
There’s no such thing as autopilot profits with PPC – you have to constantly monitor, test, and tweak your ad campaigns to ensure that everything is running smoothly. Your cost-per-click could suddenly jump, for example, and you’ll want to be there when it does to compensate for it. Some of your ads could suddenly start experiencing a low click-through rate, in which case you would want to test new ad copy, test new keywords, or dump the ad. It takes constant monitoring to ensure that you pay as little as possible per click, achieve the best rankings, and get the best click-through rates. It’s a lot of work, but it pays massive dividends.

About the Author

It is important to get the proper training and direction when first attempting PPC marketing. Dr. Bob Clarke is a PPC marketing and branding expert who teaches his team of new and experienced entrepreneurs the secrets of selling anything to anyone, anywhere in the world.

Apply directly to become part of Dr. Clarke’s entrepreneurial team at http://LeadersForSuccess.com?t=goart. You can gain access to more of Bob’s training at http://BobandRosemary.com?t=goart

PPC Advertising 101 How To Run an Internet Marketing Tools Campaign

Dalesh — Wed, 30 Sep 2009 08:09:05 +0000

You’ve probably heard me mention or briefly discuss Pay-Per-Click (PPC) advertising before. PPC ads are simply the paid ads that appear before and to the side on most Google and Yahoo search result screens. These ads come from advertisers looking to draw visitors to their sites. Google and Yahoo both have their own systems for managing these ads. Google’s, which is by far the biggest, is called AdWords. Yahoo’s is called Yahoo Search Marketing (formerly known as Overture). There are several others out there but they receive far less traffic and ultimately will end up costing advertisers more in the long run, so I usually don’t focus much on them.
Most of what I have taught you thus far focuses on generating free Internet traffic through optimizing your site to rank high within the search engines organically. However PPC advertising has many benefits and advantages that make it an important if not integral part of any effective Internet Marketing strategy.

Whenever anyone whom I consider an Internet Marketing newbie tells me they are going to start an AdWords campaign, my first thought is “He is going to lose his shirt”. And most of the time, I am right on. Statistically, almost 95% of PPC advertisers lose money on their campaigns, meaning they spend more than the revenue they generate from the visitors they are attracting. So then why in the world am I endorsing PPC as an important and potentially lucrative Internet Marketing strategy? Because if done correctly, PPC can do wonders for your website traffic and thus, your bottom line. The information I am going to share with you here is worth hundreds if not thousands of dollars or more. After you finish reading this you will know more about PPC then 98% of advertisers, and that is what is going to put you among the 5% that realize huge profits, and not the 95% that end up going broke.

How PPC Advertising Works
All PPC advertising systems work in the same basic way. Potential advertisers create an account, write some ads, compile a list of keywords, set a maximum cost per click (CPC) they are willing to pay, and set a daily spending limit. Ads are then displayed automatically whenever a web surfer performs a search on one of the keywords the advertiser has listed. How often and in what position an ad is displayed depends on two factors. First and foremost is the CPC that has been set. PPC systems work on an auction style format so whoever has bid the most on a particular keyword will get the top spot, followed by the second highest bidder, and so on. The second and less important factor in determining placement of ads is the ad’s conversion rate. Conversion rate is simply the number of times an ad has been clicked on, divided by the number of times it has been displayed. High quality, well written ads generally have a higher conversion rate and are given more weight by the PPC system.
I mentioned before that PPC has many benefits and one of the biggest is time. You can have an AdWords campaign up and running in minutes and begin receiving the first visitors to your site in less than an hour! Compare this to the time it takes to properly optimize your website, get indexed, and rank well enough in order to get clicked on and generate traffic organically. When I say you can begin generating traffic in less than an hour, I’m not talking about just any traffic. I’m talking about HIGHLY TARGETED visitors to your site, actively searching and looking for exactly what you are offering.
We are going to talk mostly about Google’s AdWords throughout this article, but the same principles apply to other systems as well. Keep in mind that I fully endorse AdWords and while you make hear others say that you shouldn’t use Adwords because it is more expensive than other systems, remember that you get what you pay for. If done the way I teach, Adwords will actually SAVE you money in the long run and provide a much better return on your investment than any other system out there.

Setting Up Your Campaign
Getting started with AdWords is much easier than you might think if you are new to PPC. Setting up an account is as simple as going to and registering your basic information. Once you have completed that first step, you will be taken to the campaign setup screen. This is where you will enter the name of your campaign, the website you are promoting, etc. From here, we will go to the Ad groups section where you will create your Ad group. This is just used to create different variations within your main campaign for tracking purposes. The next two tasks are the most important, creating your ads, and generating a keyword list.

The difference between a well constructed written ad and a poorly written one can be like night and day when it comes to clicks and ultimately conversions. A few basic things to keep in mind when writing your ads: Always try to use your main keyword within the title of the ad. It has been proven that people are more likely to click on an ad that contains the exact term they just searched for (makes sense doesn’t it?) Give people a reason for wanting to click on your ad BUT make sure it is not misleading. You don’t want unnecessary clicks if they are not going to lead conversions. The goal is to make sure that we are getting clicks from people that are actually looking to purchase what we are selling. Make your ad clearly states what it is your site is offering so that only those interested in exactly what it is you have will click. This will t down on “window shoppers” and ultimately lead to a much higher conversion rate. Remember, getting a lot of clicks is no big accomplishment… It just means a lot of wasted money if the clicks don’t equal sales.
There are two parts to a PPC ad; a riveting title/heading and a compelling description. The title is the key to attracting the searcher’s attention – if it contains the keywords that are being searched for, the keywords will show up in bold and help make the ad more visible. Focus on the user and the benefits your website/product will provide. If it helps, you can make a bulleted list of key terms that highlight your business and spread them throughout your ads. Use the title to grab the searcher’s attention, and then reel them in with your ad description.

About the Author: Gerald Greer is an author and leading writer on Learn Internet Marketing
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Protecting Your Campaign Against Click Fraud

Dalesh — Wed, 29 Jul 2009 20:02:59 +0000

Internet Advertise Online

Those heavily involved with PPC marketing understand that not every person who clicks on an ad will make a purchase. It would be purely fantastical to assume that 80% of the people who click on your ads will buy. After all, not everyone who visits a department store buys anything. And yes, there will also those that will click through who never had any interest in making a purchase. They just want to look at your website for informational purposes and you have to pay for these clicks regardless. Now, this is to be expected and it is not worth dwelling over. The way to overcome the problem is to maximize your potential as far as converting customers. But, you can only do so much if someone is purposely committing click fraud against you.

There are those who may purposely click on your PPC ads solely for the purpose of driving up your costs and reducing the number of ads you place on the internet. This also depletes the money in your account reducing the amount of time your ads are floating on the internet. Such problematic people need to be stopped from further eroding your business’ ad campaign. The way to do this is to review your campaign’s analytical data and look for suspicious details that would indicate such a problem is occurring.

How is this possible? It can be achieved through the use of ad tracking tools that can display information in a clear manner. A close overview of highly detailed and accurate statistical data will show when and where a click fraud problem is emerging. From this, it becomes possible to take the steps required to cease such fraud and abuse and protect your business. Once again, proper ad tracking tools can help deliver such help.

People who commit malicious click are no different than any other type of person – they are creatures of habit. That means they will have a tendency to be very predictable in their behavior. Upon looking at an analyzer tool or PPC tracking program, you can pinpoint a number of their common traits in order to take proper steps to deal with them.

For example, the data on your click through statistic will notate the time of the clicks, the date, where the person was referred, and even URL and IP information. If the same IP has clicked on 10 ads on the same day this might be a clear indication of click fraud. If a pattern of this type of behavior starts becomes evident in your PPC tracking stats, then it may be likely you are dealing with malicious click fraud.

Logging such data becomes helpful when it comes time to report the information to the PPC host. Simply stating you believe you are a victim of click fraud may not be enough to receive a refund. You may need to prove your case. Presenting the host with detailed analytical data can definitely help sway opinions on your favor. This may allow you to receive a return credit for the money you were charged due to fraud.

But, the key here is that you must stay on top of all your statistical data and analytical reports. If you fall behind and do not notice the click fraud when it occurs, it can prove difficult to fix things after they are too far gone.

About the Author

Michael Baker is an internet marketing specialist that has years of experience with both SEO & PPC. He has let several companies to online marketing success and is the mastermind behind Ad Tracker Reviews http://www.adtrackerreviews.com which reviews the top ppc tracking tools in the industry.

Using PPC For Maximum Marketing Exposure

Dalesh — Sun, 12 Jul 2009 10:31:42 +0000

Engaging in pay-per-click (PPC) advertising has its own benefits and drawbacks. But what exactly is PPC advertising and what it can do to your business? Business nowadays is doing different kinds of austerity measures when it comes to advertising their products and services. This is because of high rates of placing ads on print and on television. But there is a fast growing approach that businessmen can utilize to bring their services closer to the people and that is through Internet Marketing.

One tool that is causing internet marketing popularity is PPC advertising. This is a technique used in search engine marketing that requires one to pay a fee every time someone clicks an ad on your website. Usually this placement is done through a bidding process. If you are a top bidder for your keywords/phrases, you are sure to be on the number one spot on all search engines. Just be sure of the effectiveness of your ad copy to get the most number of clicks you need for your business.

Here are the benefits of PPC advertising :

1. You need not be a genius in computer and technology to be able to run this ad campaign. 2. Immediate results are seen after a few days. 3. No need to make a website conform to the SEO rules. 4. Nothing to lose even if you do not top the pages of different search engines. You can still always choose PPC advertising. 5. You can make use any search engine available. 6. You can type in any keyword you like.

Cons of PPC advertising includes:

1. Fixed payments every month to the search engine you choose. 2. Pay for each click received by your website. At times, visitors are just competitors or people playing pranks on search engines. This hassle wastes money you put in to this advertising. 3. Inability to pay for the fees next month would mean removal of your website on the paid listings. 4. This advertising can only be used temporarily because it is difficult to handle in the long run. 5. Pay-per-click pricing can be costly for long periods of time, therefore, this should be stopped after an ad campaign.

But how exactly PPC advertising can increase traffic, leads and sales?

PRE-QUALIFIED TRAFFIC. All visitors of your website are already considered as a qualified consumer or buyer of your product. PPC advertising leads your customers to you for a lesser cost.

INSTANT EXPOSURE, IMMEDIATE PROFITS. PPC search engines enable you to get your desired results fast. They will have your website live within just a few hours which means immediate increase in sale.

CONSISTENT TOP LISTINGS. This is to get your website on top of the sponsored search results for free. You just have to choose the keywords related to your site and business and place them within your web pages. After this, you are done.

PPC advertising enables advertisers to control their advertising campaigns. Advertisers have effectively targeted their audience and set their own price per click. PPC advertising networks provide the platform to identify the desired audience by geographic setting, topic and industry. These networks have a list of websites of the publishers where the ads will be placed.

Tools are provided by the networks to check how the pay per click limit is working for a certain advertiser. If its still competitive, would it be even listed among the paid search lists or does it generate sales? Of course, if the advertiser made the highest bid, the better chances the ad will be seen in the search engine. These networks too provide protection for the advertisers against click fraud. This advertising set-up allows advertisers to set a daily budget for his ads, thus, less spending for unnecessary clicks. Advertiser will never go over his budget.

In PPC advertising, what are important are the keywords and phrases. You have to select at least ten “very specific” keywords that would give you the best traffic in the search. Then, write the ad creatively but straightforward. Tell the truth about your product or service and do not lie. Good thing if your product or service will not disappoint those that are relying on your ad’s promise – but what if it did otherwise? Important too is the clarity of the ad. Do not use very vague languages. Include important details like the price.

You should also remember to budget your bids. Do not go overbidding because you will only lose your money and do not go so low that your ads will never get the chance to show up. Check your profit against your spending. If you see no progress then most likely you have to drop your ad campaign. More and more advertisers have been using PPC advertising and it will continue to grow faster than any online advertising techniques. From revenues of $2.6 billion in 2004 to $5.5 billion in 2009, cost per click will dramatically go up as well from $0.29 to $0.36.

PPC advertising is new in online marketing and it is going to continue in the years to come. For advertisers, this means increase revenues with fewer advertising expenses, savings, more sales, good return of investment (ROI) and effective ad campaigns in the days to come.

Guest Author

Will Drapcho is the owner of http://TopNetworkingSite.com and writes on a variety of subjects. You may also visit his blog http://WillDrapcho.com