A couple of years ago just before the release of the Budget, Ann Summers was found to be bidding on political keywords. Surely this would be pointless in terms of CTR and Quality Score? Well apparently not. Ann Summers tried to improve their Ad relevance by including the phrases “Beat the Credit Crunch”, “There is no Recession in Pleasure!” and even including “Budget2009” in the Display URL. Reports suggest that they received Click Through Rates of 20% and a Conversion Rate of 2% for their political campaign. An obvious success, you would think, for their short exploit into the world of politics.

Google will no doubt be less lenient on people who are bidding on search terms based around Osama Bin Laden when compared to the Ann Summers’ political campaign, but this could well show where there is an opportunity for quick, smash and grab advertising on the most popular subjects of the day to help increase brand recognition. Volkswagen celebrated ‘Star Wars Day’ yesterday by rereleasing a Star Wars advert, where a mini Darth Vader apparently uses ‘the force’ to start the new Volkswagen Passat. So would this kind of Campaign work well for Pay per Click Advertising? Seemingly so for Ann Summers, and could be well worth testing.

Low Competition + Increased Brand Recognition + Cheap Clicks = what could go wrong?

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Speed

PPC campaigning is fast.  It can take time and patience to push a website to a productive position within the search engine rankings via organic results.  PPC listings on the other hand can get to the top page immediately after the ad has been approved.  This is very important when pushing short-term offers during the holiday season, promoting new domains and running time sensitive campaigns such as seminars and training courses, which tend to be targeted locally and run for a limited time.

Testing

With pay per click you can test in a more targeted way.  This provides a detailed analysis of how effective your ads are relating to copy, landing pages, keywords, ad positions, CPCs and how they all relate together.  PPC campaigns allow the manager to ascertain what works and what fails and, as a result, allows you to optimise quickly to ensure success as a result.

Control

With PPC you have control over the message you communicate.  You can tailor copy specifically using product benefits and keywords.  You can maintain ad positions easily and monitor budgets closely.  As well as getting top positions for your best keywords it allows you to identify poorly performing keywords using negative match.

At Click Consult we are experts in pay per click.

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Using auto increase bids

If bids are reduced automatically at hours within the day when your ads are less profitable, it is also possible to increase them in the same way.  At peak times when the lead generation is high and traffic is good you can put bid increases in place purely to optimise the amount of PPC revenue generated.

To start ad scheduling, start with your reports.  If you need an hourly lead generation report use the Google Analytics reports.  If you’re monitoring revenue levels you can access this information via Analytics, selecting the revenue option and then clicking on total revenue.  There are small icons on the graphs that will display revenues per hour, per day, per week and per month.

Once you’ve run the reports click on the campaign settings to set up ad scheduling.  It’s possible to toggle back and forth from the basic mode where your ads are being paused, either for full days or at certain times.  Alternatively you can amend your bids at specific times or on certain days.

When approached well, ad scheduling can really enhance your pay per click ads by reducing unnecessary spend and optimising on conversions during the day.

At Click Consult, we can help set up ad scheduling and improve your PPC campaign.

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Set up the right reports

By getting your reporting right you will be able to make an informed decision about ad scheduling.  If you have an account based on leads look at the PPC spend versus the amount of leads generated at a particular day or hour.

However if you have an ecommerce website you’ll need to monitor the value of PPC spend against the level of revenue generated.

In both cases you should look to analyse the day or time the cost per lead is the highest.  If there are times in the middle of the night for example where the cost per lead is high, bids can be adjusted to reduce within that time span.

Select a large sample

It is wise to run your reports over a long period of time so you are gathering enough data to produce a large sample size.

If you have an account that generates large amounts of leads and spends a lot of money within a couple of months then you may get enough data to make a judgement.  However for most accounts you’ll need to trawl back further.

At Click Consult we have plenty of ideas to improve your pay per click campaigns.

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When writing PPC ad text you have to maintain relevance to the keywords you have selected whilst including as many benefits as possible.  You have to ensure the ad is unique and knock the competition into the water and, finally, you must add in a concise call to action.  Phew!  Trying to incorporate all these elements into the confines of the character space can be a challenge and you must remember your real focus is to engage with real people.

It can be easy to forget when monitoring all your stats that these figures relate to potential customers.  Whether you’re looking at conversion rates, click through rates, the percentage of new visitors versus return visitors, all these numbers equate to people.  They show just how well you are connecting with your target audience.

Internet marketing and pay per click is all about connecting to the right people.  People have individual likes, dislikes, dreams and aspirations.  The PPC ad texts you write must appeal to these elements.

When you write a PPC ad you will often think about why someone would click on the ad.  However you need to also look at why someone would choose not to.

At Click Consult we don’t take it for granted that people are searching for us.  We are experts at taking it to the next level and can help you with your pay per click.

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The most effective way of identifying what works and what doesn’t is to use a split test on the pay per click copy.  Before you write your test copy, think long and hard on what your target customer is looking for.  Also consider how your product or service meets your customer’s needs and what needs to be said in the ad text that will address any base concerns that may frighten a user away.

For each advertiser you’ll find different answers, however, by using ideas in PPC ad text you can test their effectiveness.

To fully monitor the results you need to get back to your PPC campaign stats.  However to ensure you don’t become blinded by figures try to stand back and bear in mind the core emotional drivers of your customers.  This will give you perspective.

The answers to these questions will be different for every advertiser. However, once you have developed a few ideas, moulded them into new PPC ad texts, then split test your ads.

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Using overall themes means that you don’t have to use highly-focused keywords.  Ad groups are more general.  However it may be time to take a new approach.

You could take ten or less keywords and structure the ad groups similar to a search network structure.  By creating more ad groups within each campaign you’ll be creating more themes and this in turn will match you to more websites within the Content network.  This should ensure you have greater reach and bigger volume.  By choosing this method you can increase all your stats, but beware that you are likely to also increase your cost per lead.  By restructuring you will create more volume but you will also need more optimisation.

The need for more optimisation is to control one of the downsides to this method – you may get ads appearing on less relevant sites or those that don’t perform as well.

To avoid this make sure you routinely run reports and remove poor performing sites.  Also take time to optimise your ad texts within each ad group.

At Click Consult, we are experts in running successful pay per click campaigns.

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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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However, just because everyone else is jumping off a bridge and into a fire pit does not necessarily mean that you want to do the exact same thing. So why should YOU look into pay per click advertising for your website and your business? The answers are right here.

Why it works

Pay per click marketing will help you increase the traffic volumes to your website. It does this by offering you a greater exposure to your targeted online audience. Making people aware that you exist is only part of the battle but pay per click can help you win that part outright. It does this by offering you visibility through advertisements on other websites and search engines. You can set up a budget with your pay per click campaign and a good internet marketing agency can handle your strategy and campaign for you so ensure you have the most effective PPC keywords possible.

You can spend as little or as much money as you like on it. Pay per click advertising often yields results relatively quickly. You can have visitors to your website literally within minutes of putting the adverts up.

Pay per click advertisements can be optimized in order to get as much attention as possible. All of these reasons have lead to more and more people stepping up to the plate and getting involved. PPC is a great way to make money and save money at the same time, try it, you will never look back.

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Businesses big and small all make use of the internet to do their marketing. However, it is wise to remember that the internet is not your marketing slave. You cannot command it, it is unforgiving and it is merciless. You need to fight long and hard to reach internet marketing success. Pay per click is but one of the many different forms of internet marketing available to you.

Getting yourself out there

Why should you use PPC as an advertising method for your business in cyberspace? PPC advertising is far less complicated than SEO. PPC also forms part of your SEO efforts. This means that you improve your SEO whilst choosing an easier method to get yourself noticed.

Unlike other forms of advertising you only pay for what you get with PPC. Instead of paying for an advertisement you only pay for the clicks through you get from that advertisement. So you are only paying for each time someone click on your PPC ad instead of a flat rate.

Pay per click is target specific advertising. This means that you are hitting your target market directly and not just a wide spectrum of the general cyberspace public. Targeting a specific market means that you have a higher chance of surfers who see your ad converting to sales.

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