The Facebook-esque feature of en masse social approval, designed as a relevancy tool to recommend sites to your peers has seen promising success after its launch in June this year and from October will be extended to appear across text, image and video ads across the Google Display Network. This also coincides with Google+ opening it’s doors to the uninvited and could be part of Google’s further attack on the social network stranglehold currently held by Facebook.

A view of how the +1 will show on the Google Display Network

One thing to consider however is this; what are +1’ers actually liking on the display network? A small proportion could be +1’ing it when they are attempting to recommend the site. If using an image ad, is the visitor +1’ing the ad itself? Visitors that view an image ad that they like may +1 it without actually visiting the site advertised, rendering that plus irrelevant, despite Google claim that it ads relevancy to advertising and to the consumer. We have only to look across to Facebook and the example of liking Groups. How many times have you or your friends liked a group because of the title, but not navigated further down to view it’s content?

The good news is that it will be an integrated feature across sites, search and display, so that a single +1 will be applied across the board and not be limited to where it was seen.

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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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However if you want to push conversion rates higher than the 4 per cent pay per click industry average you need to look further than that.

Messages are made up of more than just words. This is true of more than just website marketing. When talking to someone you make various verbal and non verbal cues which when taken as a whole provide you with the complete message. Verbal cues can include inflection, tone, speed and laughter for example. Non verbal cues cover body language, facial expressions and gestures. Although the non verbal cues are not on show from searchers when looking at a PPC ad you can identify certain factors by looking at those ads they do choose to click on.

You need to be able to match the mood and tone of visitors and reflect this in the graphics, copy and images used. You can achieve this when you project how your message would be conveyed in everyday conversation. What can you glean about your visitors which offers deeper insights than the superficial face value? If the tone of your ad conveys an urgency or excitement reflecting the attitude of your target audience then you can match the images, copy and colours used to keep the tone going from ad to landing page.

At Click Consult we offer a range of pay per click management services to our clients.

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Everything you do now will affect the future score and gaining a good Quality Score will take time.  For some it may take just a week but for others it can take much longer.  By optimising the PPC account on an ongoing basis you will start to see the benefits of a great Quality Score.  In time, costs should drop and the ad will have better placements.

What many people do not realise is that deleted or paused ads will still have an effect on the Quality Score.  Both paused or deleted ads and keywords still have an effect and their historical performance can continue to affect the account history long after they are deleted.  However it is still recommended to delete those that do not perform well to increase the quality score.  This prevents them affecting the quality score and your account history in the future.  Over time as other ads gain positive performance history the effect of the deleted keywords and ads will start to diminish and the affect on the quality score will lessen.

It is recommended to delete poor performers rather than to pause them, as they could be resumed by accident.  In Adwords for example it is possible to start deleted keywords and ads so beware of that possibility.

If you want to increase the click through rate the keep deleting poor performers and adding new ads.

At Click Consult we can help you manage all your pay per click accounts.

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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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To start your research for your PPC strategy, lead with a comprehensive analysis of the website including all the products and services that you have on offer.  The question at the centre of your analysis should be, ‘What is the main goal for advertising on PPC?’.  Think about whether it is important to you to promote the company brand or whether you would like to drive an increase in sales or conversions.

In general, most accounts will be looking to increase the amount of sales, enquiries or conversions.  To achieve this aim you need to assess your service and product portfolio and determine where they are positioned within your market.  Are all of your product prices competitive?  Consider whether it would be more profitable to advertise only certain products which are cheaper than those offered by the competition.  On the other hand, can you convince your target market to use your website through the promotion of a unique selling point instead?  Consider whether you are affected by location or whether your service is only relevant in certain areas.  Do you have certain areas of your business that are stronger than others?

At Click Consult we have an expert internet marketing team who can help you develop winning PPC strategies.

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The more websites that flood onto the internet every day, the fiercer the competition is getting. This is why there are so many people looking for shortcuts and other methods of getting to the top quickly.

Unfortunately, this is not going to work as well for you with pay per click advertising. Deceiving visitors into coming to your website under false pretences is not going to generate sales for you. What it is going to do is cost you money. The problem is that each person that clicks on your PPC ad but does not convert to a sale is a monetary loss for your business.

Be honest

Deception is frowned upon in society and on the internet too. However, in many cases online deception goes unpunished except for when it comes to pay per click marketing. Deceiving information and offers will get visitors onto your website. However, they will not keep them there.

In fact, when people go to your website expecting to get one thing and get another all together, they are going to leave with a bad taste in their mouths and without purchasing anything. You will pay for every click and none of them will buy anything. In this case it is better and more cost effective to be boring. At least people will be able to get what they want from your website, even if they are not impressed by it.

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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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The higher you bid for a specific keyword, the higher your rank on the search engine will be. The pay per click advertisements on search engines are those you can find under the ‘sponsored links’ section. With all this positive talk about pay per click, is it right for your business or is it too much of a risk?

Risky business or not?

Pay per click advertising is a great way to generate a lot of publicity and traffic for your website in a short space of time. It may well be just the thing that your new, established, large or small business needs to increase your search engine optimisation. The risk with pay per click is that you can lose a lot of money if you do not set the advertisement up carefully.

Directing the wrong traffic to your website will see you paying for each click, but none of those clicks will convert to sales. This is why it is a good idea for you to get some professional help with your pay per click advertising campaign. Professionals will be able to offer you the right advice as to how, where, when and why to set up your PPC campaign.

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This is because they dive in head first, right into the deep end, without an ounce of proper preparation. Now, many of these PPC enthusiasts know how to bid on their chosen keywords and they know how to write a decent copy.

What they don’t know is that keywords are more important than they think they are. Many of these people choose keywords they think will generate traffic. They are skipping a vital step in the process of creating a successful pay per click advertisement.

Creating a success

When you want to create a successful pay per click ad, it means starting from the bottom and working your way up. The very first thing you need to do for your PPC campaign is to do intensive keyword research. You need to know exactly what keywords your specific target market is using to search for your products or services.

In order to prevent yourself from wasting money on clicks that will never convert into sales, you need the perfect keywords. The right keywords will allow your targeted audience to find your ad and convert to sales, which will make a success of your PPC ad. Never skip this vital step in the process of creating a PPC advertisement.

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