Internet Marketing Blog » pay per click advertising

Paint A Picture For Your Target User

Alan — Sun, 05 Dec 2010 09:03:21 +0000

New PPC accounts involve considerable planning and research. First you need to look at the brand and products, and then try to understand your competitors. However, this is only the start of the research process. What about your target audience? How do you identify them and understand what appeals to them?

It’s not as simple as saying I’m selling a drink that appeals to males between the ages of 13 and 35. In order to find the right keywords and the relevant sites you want to target on the content network, you have to delve deeper than this.

Take time to map out the character and personality traits of your target market. You need to paint a realistic picture of who they are and what motivates them to buy. What type of personality do they have? What are their interests likely to be? What do they like and dislike? Where can they be found and what do they do for a living? What do they earn?

If you have a website with analytics data then refer to it to identify where your traffic comes from and whether mobile devices are important. However remember this is your traffic now and it may not be your target traffic. The more in depth the information you have about your users the easier it becomes to find other areas of interest or factors that can be used to develop your keyword research, content network placement and ads.

At Click Consult we offer specialist advice on all aspects of pay per click advertising.

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Advantages Of Internet Marketing Over Traditional Marketing

Susie — Mon, 06 Sep 2010 07:50:18 +0000

Traditional marketing methods, such as advertising in magazines or newspapers, sending out advertising mail or using other media such as radio or television, have been around for much longer than internet marketing. Internet marketing techniques can include the use of banner ads, pay-per-click, blogs, targeted emails and the use of social networking and SEO. Although internet marketing is a relatively recent field, it can offer important advantages over the more traditional promotional tools.

One obvious consideration in marketing is cost. Advertising in radio, television or in the popular press can be prohibitively expensive. By contrast, many of the internet marketing options are very inexpensive; it does not cost much to set up and run a blog related to your business, and email lists can be very inexpensive and effective, and can involve an opt-in list of people who actively want to receive your information. The traditional method of direct mailing is more hit-and-miss, as it is not targeted at interested individuals.

Word-of-mouth is very important when it comes to internet marketing. The hugely popular social networking sites can mean that you can have customers signing up to groups or pages showing their allegiance to your brand, and encouraging their friends to do likewise. Blogs allow customers to interact and leave comments. This dynamic word-of-mouth promotion is much more likely to occur with internet marketing than traditional methods.

At Click Consult, we know how to harness the advantages of online marketing, making your campaign as powerful and cost-effective as possible.

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More Ways To Use Facebook With PPC

Laura — Thu, 26 Aug 2010 07:00:56 +0000

Facebook continues to grow in popularity and this captive audience can prove to be a great way to advertise for PPC managers. Here are more ways you can use Facebook effectively to convert these potential customers:

Identify new ways to target Facebook users

Facebook allows you to target users via a variety of means. You can target people by age, location or according to other criteria such as qualifications. You can also advertise specifically at single people, based on certain interests or job role. This allows you to target very specifically.

Decide what your key goals are

Make a decision about the main purpose of your pay per click advertising. Is it to raise awareness of your brand or to stimulate new sales or leads? If it’s a brand awareness exercise then focus on cost per impression advertising. If you are looking to make leads or sales then the cost per click is the best option.

Use the bid estimator in Facebook

If you are unsure as to the bid amount you should use to provide your ad with a decent level of exposure then use the bid estimator on Facebook. As you create the ad you can enter the target criteria and follow the steps through. With the information entered you the bid estimator will provide information on a variety of bids that have been placed against ads similar to your ad.

At Click Consult we can work with you to identify new ways to maximise your pay per click advertising.

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Dig Into Your PPC Account

Alan — Mon, 26 Jul 2010 08:13:33 +0000

Search marketing is a dynamic thing and the behaviours of users is a constantly evolving process. They are influenced by trends, new technologies and the seasons. For a PPC manager one of the most important elements of account management is keeping ahead of the changes and putting strategies in place to balance negative repercussions of these changes. Understanding the trends in your traffic is imperative to success.

Understanding your account

When looking at traffic patterns there are plenty of tools available but the first port of call is to look at the pay per click account. The best place to start is by running a campaign account covering a long period. Access settings and select ‘monthly’ as the measurement of time. Another approach is to choose graphical representation of impressions and clicks. Both these reports will highlight peaks and troughs and you can analyse the data for patterns.

Once you highlight patterns or a drop or spike in traffic think about what happened at that time. Perhaps you made changes to the account. Check out the ‘View Change History’ tool. On the other hand was there a change in the industry as a whole that could have affected traffic? Or is it simply a seasonal influence due to the type of product or service?

You can dig further by looking at your keyword placement reports. There may be certain keywords that work better at certain times. You may find some keywords that have been top performers for some time but seem to be slipping now.

At Click Consult we can help you to get the most from your pay per click advertising.

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Document Your Changes

Laura — Thu, 15 Jul 2010 08:00:21 +0000

Most PPC managers will feel busy every day of the week. You may not be able to recall a time when you could sit back and have a break. Pay per click is fast moving and most of us thrive on that. However if you move too quickly, you can overlook what you’ve just done. In the midst of the hustle and bustle of the day you may be tempted to make a change to your PPC account and simply move onto the next pressing task. One tiny change won’t matter, will it?

This can become a nasty habit that will eventually come back to haunt you, and if several people work on one PPC account it can be dangerous. There are always times when you need to look back and identify what changes were made at a particular time. If you do not keep records of your changes you will hit problems quickly. There are tools available to help:

AdWords Change History

You can refer to Google’s ‘change history’ for some instances, but it does have flaws. It will tell you that you deleted an ad but not which one, for example. However it will indicate which person made a change, which will help you to manage the work of your colleagues.

Basecamp

If you have joint projects, this is a must. It allows you to set up shared timelines, upload files, set up to-do lists and send messages to team members.

At Click Consult we offer professional PPC account management and can work as an extension of your internet marketing team.

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Advanced Local Listings

Alan — Tue, 09 Mar 2010 08:00:36 +0000

If you are setting up geo-targeted PPC campaigns in combination with local listings there are some advanced settings you can use to further improve your pay per click advertising.

Once you have fully listed all your opening hours, the forms of payment that are accepted and a detailed description of the services and products on offer you have an automatic line into those search engines that accept your listing to amend and update them as time goes on.

By claiming your listing you block other companies from hijacking your entry but you can also gain advantages for your PPC campaigns in Google.

In the campaign settings you can show appropriate addresses to searchers via ads in a targeted area. This is great way of appealing to searchers by using a well targeted ad and supplying an accurate local address.

Once Google has claimed your listing, access the settings tab for the campaign you want to amend. Click on the link which allows you to addresses which can be found under ‘Locations, Languages and Demographics’.

Local search is fast being recognised as one of the fastest online divisions. Local marketing is projected to continue to thrive and it is thought that as mobile usage is linked to local search, the boom in mobile applications will propel local marketing further. By using a combination of geo-targeting and local listings you will be one step ahead of the competition.

At Click Consult we can offer more advice on how you can create effective pay per click accounts for local ads in your web marketing campaign.

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Pay Per Click Landing Page Optimisation

Laura — Fri, 18 Dec 2009 08:10:28 +0000

A well designed website will undoubtedly increase your conversion rates and sales. Professional designs instill trust and create credibility with users. Website design and the relevant use of landing pages can play a big part in creating successful PPC campaigns.

By optimizing PPC landing pages you can significantly increase your Quality Score which in turn will improve your ad position for a lesser cost. In addition it can quickly convert more people that use your website.

Here are some tips for improving your lead generation:

Call to Actions

By adding a Call to Action or button and positioning it in a noticeable way on the PPC landing pages, you are more likely to get conversions. You have to tell users what you want from them – don’t assume they will know what to do themselves.

Minimal Navigation

Good PPC landing pages do not distract users. Take away the left, right or top navigation from the PPC landing pages. Keep it simple with your company logo at the top of the page with a link to the homepage.

State All Important Information Clearly

People who are searching for a service can be in a hurry. Make sure that they can find all the information they need within the first five seconds. If they can’t they are likely to go elsewhere.

Easy to Scan Text

Use copy that is concise and to the point. Don’t be tempted to fill your PPC landing pages with reams of industry language. Users need to find information quickly so break up copy into bite-size chunks of information or bullet points.

At Click Consult we can help you to develop profitable PPC campaigns. Contact us to find out more.

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Getting Your Quality Score Back on Track

Laura — Fri, 27 Nov 2009 08:11:32 +0000

Your Quality Score may become dented due to some major overhauls on the PPC account – perhaps you are launching a new website. There are times when this simply cannot be avoided but how do you get that account back on track?
Take this time to optimise the account structure by creating tighter ad groups and using more relevant and focused ad text. This should attract higher click-throughs. Review these changes every couple of weeks before you launch your new website or make the restructure changes. The aim is to make these changes gradually.

If you are launching a new website, you need to pause old ads and write new ones. Even if the old ads are paused, AdWords will still acknowledge their presence and this will aid the re-build of your quality score. So, rather than changing your existing ads, pause them and write new ones.

If you require increased search volume, carry out keyword research to add new terms. Again, do this well in advance of the launch.

You can also temporarily increase your keyword bids. Your ad position is going to drop so by increasing bids you can increase volume and, for a time, increase the click-through rate. However Google is aware of this tactic and will take this into account when assessing a Quality Score.

Be patient. It will take a little time for the account to readjust and gain back its Quality Score.

To help you through challenges with your PPC account contact Click Consult.

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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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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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