Internet Marketing Blog » pay per click ad

Understand Your Pay Per Click Budget

Laura — Wed, 03 Feb 2010 08:05:12 +0000

When a business runs an advertising campaign, they all aim to get the best ROI (return on investment) possible. This is exactly the same when running an online pay per click advertising campaign.

Yes, of course you want to make money, but you do not want to pay so much that your sales from the PPC advertising hardly exceeds your advertising budget. Thus, to get the most benefit from your PPC campaign you must be in control of your budget at all times. As the popular saying goes, you need to get the ‘most bang for your buck’ when you run a pay per click campaign.

Set limits

Newcomers to the pay per click game often do not realise that you actually have two separate budgets in any PPC campaign. You have a daily as well as a monthly budget for this type of advertising. The daily budget is very important. This is where you determine the maximum amount you want to spend each day on clicks for each day. This means you set the amount and once that is reached, you freeze your advertising until the next day.

Your monthly budget is the amount you wish to spend for an entire month. You need to determine this amount first of all. Then break it into daily amounts that do not exceed your monthly budget when added together.

It is crucial to set a daily budget so that you have enough for each day during the month. If you neglect to set a daily budget, you could find that you have run through your entire monthly budget within two weeks for starting your PPC campaign. Working within this two-fold budget is the only way to be successful in PPC advertising.

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New Google Comparison Ads Feature Launched

Alan — Wed, 23 Dec 2009 08:08:43 +0000

In November Google started testing another feature in addition to their ever increasing arsenal of tools. Google’s Comparison Ads feature helps searchers to compare many similar offers within the results of one page. Although Google are still testing this tool it could very well be strong competition for shopping comparison search engines such as BizRate and Shopzilla and will be a welcome addition to the PPC campaigner’s toolbox.

Google has developed good metrics to assess user intent but it cannot be relied upon consistently. However with the new Comparison Ads tool users can specify exactly what they are searching for and then compare the offers results side by side. If a searcher spots your product or service and is interested in buying it they are given contact details or can alternatively ‘Request a Quote’ via a link. Google are paid with every lead generated so as an advertiser you’ll only be billed if you receive a call or if the quote form is fully completed and submitted.

Google have used the example of searching for a mortgage. If mortgage is typed in, Google will prompt the searcher to specify whether they are searching to ‘refinance’ or ‘buy a home’. Once the search has been defined the searcher will be directed to a page of offers which relate to the search query. If an offer appeals they can request a quote or call the number.

The main benefits are cited as transparency, privacy and speed.

For more information on how you can use Google tools to enhance your pay per click campaigning contact us at Click Consult.

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Budgeting For PPC

Laura — Wed, 02 Dec 2009 08:09:10 +0000

When it comes to pay per click advertisements, money is definitely an object. Money is something that you can easily waste when you run a pay per click ad campaign. That is why it is important to have a firm handle every aspect of your advertising campaign. Now, many people put so much effort into their keyword research and creating the perfect ad, they neglect other aspects. Those other aspects include setting up and keeping on top of their advertising budget.

Budgeting for success

On average people do understand the concept of daily and monthly budgets for their pay per click advertising campaign. Both are incredibly important to affect the best return on investment for your pay per click marketing campaign. There is another form of budgeting that is just as important as your daily and monthly budget.

This is budgeting for the best times to use your pay per click advertising campaign. You should not squander your money on PPC campaigns when you can keep your budget healthy by targeting specific reasons for a campaign. The events you will target for your pay per click advertising will depend on what type of business you have.

Clothing and accessories outlets should target seasonal sales for their PPC advertising. Electronics businesses can do well with a PPC campaign for when they want to bring newer stock online and have excess stock.

These are two examples of targeting specific events for PPC advertising. Your type of business will guide you as to the best events to target that will not bring you the best return on investment for your PPC budget.

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Ad Text Optimisation

Laura — Tue, 24 Nov 2009 08:08:13 +0000

Global adjustments to your PPC account will undoubtedly affect the performance of your campaigning for better or worse. Even small changes can have big consequences so getting the changes right is crucial.

Ad text optimisation should be an ongoing process. This is where you constantly analyse your ad text to eliminate those that underperform and add new variations to run in tandem against those ads that are top performers. However there are times when a drastic overhaul is called for and you need to apply changes to your ads all at once.

Within E-commerce, special offers are always changing and you need to highlight any changes in your pay per click ad text. There are some great ways to improve your click-through rate such as adding ‘25% off', ‘Free delivery’ and ‘Buy 1 Get 1 Free’ offers, but a word of warning – making big changes to ad texts can cause problems with your Quality Score.

Keywords and ads have an accrued performance history and if you make sweeping changes it can negatively affect the PPC account. This means if all your ads in a group are amended your Quality Score may dip.

To avoid this, use foundation ad texts. These are the ads that are within the ad group but do not highlight your special offers. They still use keywords and are benefit driven but will not mention constantly changing offers.

For more advice on ad text optimisation and for help with pay per click, contact us at Click Consult.

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Teasing Your PPC To Death

Laura — Thu, 19 Nov 2009 09:11:11 +0000

When it comes to advertising, teasing can be a very good thing. That means offering tantalising morsels and glimpses that are completely truthful about your site. What it does not mean is to play on your viewers' emotion, to lie to them, to deceive them or to make false promises.

None of those are good when it comes to pleasing the people you depend on for your bread and butter. What you need to do is become less of a false tease and more of a real one.

Learning how to tease

What many people do not seem to get about pay per click advertising is that the normal tricks of the trade do not work with this specific type of advertising. With other forms of advertising – your website as well – you can tease your visitors into coming to your website or to your store. Once there, your visitors may well find that they are not impressed with what you claimed and what the reality of the situation is.

However, they are already at your store or on your website and they are likely to look around at something else to spend their time while there. This is where these mislead visitors can often still convert to sales for you.

However, for PPC advertising campaigns, this does not work as well. You need to tease visitors with true promises and true glimpses of what you have to offer them. When they get to your landing page, they need to find what they expected, if not more. To tease them and watch them leave is only going to cost you money for every wasted click. Soon, your bank account will be empty and you will not have any more sales than you did before you started your PPC campaign.

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Use PPC For A Fast Boost

Laura — Mon, 16 Nov 2009 09:13:11 +0000

Pay per click advertising is a well established marketing strategy for all online businesses. People often are divided about whether they like PPC advertising and whether they consider it cost effective. The key to success in running a PPC campaign is to get as many conversions as possible. Yes, you are going to pay the PPC company each time someone clicks on your ad so you need to make each click count.

Factors to keep in mind

To grab the attention of your target audience you must make your ads as exciting as possible. You must make them interested enough to click on your ad with the exact emotional trigger. You need them to not only click on your ad, but once on your website you need them to convert. So you need to word your ad to only attract your specific targeted audience and your call to action must be incredibly strong.

Then your landing page must overwhelm them with the benefits you offer. The one drawback to PPC advertising is unscrupulous people using it for click fraud. There are business competitors that will pay people to click on your ads continuously, thus making you waste your PPC budget needlessly.

That is why it is important to keep an eagle eye on your click numbers daily. This will alert you if you suddenly get numerous clicks from a specific IP address. When thinking of doing a PPC advertising campaign you are doing so to boost your sales over a short time period. This works great, but you should not neglect your other marketing techniques while you run your PPC campaign. If you are in any way unsure of handling PPC advertising, get an expert PPC company to do it.

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Conversion is the goal of all PPC campaigns

Laura — Fri, 06 Nov 2009 09:10:11 +0000

For a PPC campaign to be effective it takes a lot of effort. There is market research that must be done as well as keyword research. Then, there is the analysis of your competition. During your PPC campaign you will have to manage and monitor it to gain the best chances of a high conversion rate.

If you neglect to educate yourself and set enough time apart to focus on your campaign, you will quickly eat away your campaign budget without getting enough conversions. If you prefer not to tackle your pay per click campaign yourself, the option to outsource to a PPC company is worth looking into.

What is needed for conversions?

The key to being successful in your campaign will lie in three different factors. First of all, the research and selection of the best keywords that is also cost effective to your budget. This is not a skill learned overnight, so getting help is always advisable. The second deciding factor is being able to write ad copy that is compelling and attention grabbing.

Your ads must trigger your target market into clicking; you must use an emotional trigger to call them to action. The third factor is landing pages. Your landing pages are the make or break part of your PPC campaign.

Thus the design and the quality of the content of your landing pages are not negotiable. If your landing pages do not get conversions you have wasted all the funds invested in your pay per click campaign. Your keywords must catch the eye of your target market, your ad copy must trigger them to click and your landing pages convert them.

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Why exactly is pay per click so popular?

Laura — Thu, 29 Oct 2009 09:11:18 +0000

Getting organic ranking for your website in the search engine page results take time and continuous effort. This has an essential place in your online visibility and as such cannot be neglected, but running a PPC campaign has great benefits of its own.

PPC has become one of the most successful forms of advertising on the Internet because it is results based. You can see the results during every step of your ad campaign and this is important for all online marketers. Using pay per click is the fastest way to get your targeted market to your website available today.

Reasons why people use PPC

When you compare the price of a PPC campaign to other methods of advertising, especially if you have a bricks and mortar business, pay per click is relatively cheap. With other methods of advertising you pay a set amount, no matter if it reaches your target market. With pay per click you only pay for those people that click through to your website.

Pay per click cannot guarantee you any profits, but it greatly decreases the risks that you run with other forms of advertising. A pay per click campaign has search engine optimisation benefits for your website.

It increases site visitor numbers and this counts in your search engine page ranking. The other factor that makes pay per click advertising so popular is that it is not only reserved for giant corporations. Any business that has a website on the Internet can make use of pay per click advertising. All businesses stand a chance of making a good profit with pay per click advertising if the ad campaign is managed well from beginning to end.

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Should you choose PPC?

Laura — Mon, 26 Oct 2009 09:20:53 +0000

The internet has opened up a whole new world to society. In essence it has created a completely different society of its own. With the birth of a new society comes new innovations in every day matters. One of the ways in which the internet has revolutionised the world is with marketing. Online marketing is a completely different ball game to traditional marketing.

The same mistakes may apply to a certain extent, but with new territory comes new dangers. Internet marketing is a vast and all encompassing subject. There are many different types of internet marketing to choose from – you are literally spoilt for choice. The key to your online success is to choose the right one.

Is PPC for you?

PPC may not be your ideal marketing method, but there are a few attractive factors about it that you may want to give a try. Most businesses, if not all, can benefit in some way from PPC advertising campaigns. PPC is a form of affiliate marketing with other websites. Basically you will be placing your ad on the web page of another site.

The advantage of this is that you hit your target market with a huge percentage of accuracy. With PPC, if it is done right, you will only expose your PPC advertising to your chosen target market. This improves your chances of making profits and turning those who see your ads into paying customers.

This target market accuracy is a huge benefit that any company can do with to improve their profit margin. The Google Quality Score is a valuable tool to be used to improve your accuracy in attracting your target market.

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Pay per click has rules, stick to them

Laura — Wed, 21 Oct 2009 08:20:30 +0000

PPC advertisements can be found on websites that rank well in the SERPs or they can be found on those very search results pages. The placement of your pay per click advertisement is entirely up to you. When you place your PPC ad on the SERP itself, you pay the search engine.

When you place that ad on a website, you pay the website owner. No matter how and where you choose to conduct your PPC advertising campaign, you need to adhere to general PPC rules.

Playing by the rules

The first rule is that you research and select your pay per click keywords very carefully. You must ensure that they are target audience specific and won’t bring the wrong people clicking through on your advertisement and wasting your money. Rule number two states that you need to write an advertisement that will be compelling and prompt action. Nobody will pay attention to your ad, not to mention click on it if it does not draw their attention.

The third rule is to stick to your budget and not play a bidding tug of war. Bidding higher for keywords will get you better ranking on your search engine PPC campaign. However, it could decimate your return on investment.

Set out a budget and adhere to it as strictly as possible. Rule number four – set the correct landing page. If a customer clicks through, they don’t want to land on your home page. They want to land on the specific product page that they are interested in.

You will waste money if visitors cannot find what they came for. They will leave. Make it easy and spell out the purchasing process plainly. Lastly, track your results and monitor the effectiveness of your PPC advertising campaign at all times.

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