Pay Per Click Pay per click search engines can give you instant traffic and allow you to test new business models in real time. The pay per click market is competitive though. It is worth spending an extensive period of time learning how to write and target ads, tracking your competitors, and doing deep keyword research before jumping in.
This is what our service includes:
1. strategically selecting keywords that qualify visitors to your site
2. writing and editing your listing, to encourage qualified visits
3. changing your listings when your web site content changes, upon request
4. applying our proprietary optimisation methods for better results
5. DAILY monitoring performance, and fine tuning the ads and keywords
6. monthly reporting .
STEP1: Keyword/Key Pharse Selection
The way to choose a term is to think creatively. Try to imagine what your user may type into the search engine to find what you are selling. You may even want to bid on terms which exist in a question format. Think of your target audience. Maybe these terms are problems that people have. Perhaps these people do not even know your product exists.
STEP2: Writing Headlines
Some of the most competitive ads in the world are magazine covers in a checkout isle. You may want to glance through a few magazines covers and table of contents to find ways to write headlines and ads that pull sales.
STEP3: Place Keywords in Your Ads
Many search engines highlight the words in ads that match the users query. Placing the search term in the ad will help your ad stick out more and improve your click through rate.
STEP4: Bid on Current Events & Buzz Words
Often times my cheapest and highest converting ads are for industry buzz words that nobody else bid on. The phrase “Nigritude Ultramarine” (from the SEO competition) has sold multiple copies of this ebook. In addition it has introduced hundreds of visitors to my site at 8 cents per click.
STEP5: Start with a Verb
You may be able to significantly increase your clickthrough rate if you start your ad copy with a powerful active verb.
STEP6: Link to a Landing Page
Link into the exact page of your site you want visitors to see and not to your home page. By channeling all your traffic through the home page you may be telling a person that you do not care about them, and making it harder for them to convert into a sale. You may even consider adding a special page to your site that is made exclusively for that pay per click program. By linking directly into it from the ads you make it very easy to track ROI.
STEP7: Exact vs. Broad Matching (explained further in AdWords section)
Many search engines have different matching levels which are used to filter when your ad is displayed.
Exact match will only show for search results where the user searched specifically for your keyword phrase, and only your keyword phrase.
Phrase match will show when your exact phrase appears anywhere within the search query with the words in the same order.
Google and Overture will sometimes show broad match ads when people search for synonyms of your keywords. If your keywords appear in the search in any order your ads will display.
If you are new to pay per click you may want to use exact match until you get a feel for pay per click advertising.
STEP8: Misspelled Words
Spelling errors are sometimes corrected for by the search matching software, but sometimes they are not. Bidding on keywords ran together, missed keys, and spelling errors can help generate many cheap keyword variations.
Make sure you do not place the misspellings in your ad copy as search engines do not want misspelled ads.
It may be harder to determine the ROI on the more generic terms than on well branded terms as the branded clicks typically fall closer to the purchase date.
STEP 9: How Tracking Works
If you are paying by the click, you need to know what each of those clicks is doing. From the second they click until they leave or purchase, u need tracking software.
If you are a heavy spender on pay per click you will most likely want to use bid management software.
The best part of bid management software is that good bid management software can allow you to dynamically change the bid price from price per click to other metrics such cost per action or ROI.
posted by SEO Team @ 2:51 AM
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