Advertisers have seen CTRs (Click Through Rate) increase by over 30% on average due to these site links. However, Google have now changed the way that site links are seen. Now, instead of appearing underneath the ad text, they will appear in the ad text. So if your ads contain the same text as your site links, then it will appear as a link in your Ad Text. According to Google, it was originally planned for ads that appear on the right hand side of search results, as a way of including the site link extensions, but without taking up so much room. However, it is now only going to affect PPC ads appearing above the natural search results (ie the top 3 positions).

The downside to this? The Site Links extension used to make ads stand out more and be more dominant in the sponsored ads. Well not any more. Advertisers may decide to opt into other ad extensions in AdWords in order to gain back this advantage, such as Product Extensions or Location Extensions.

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Keep a log – it is highly recommended that you keep a log of all the activities and amends that you make to the account from the start. Although you can view the change history in Google, in MSN and Yahoo you will have to refer back to manual notes to identify what happened a few weeks ago that could be impacting the account today. There is also an online program called Basecamp that will allow you to create lists, messages, milestones and track time plus much more. You can use this or another program to track any changes on the account so when you do hit a problem you can identify the cause much quicker and put things in place to remedy it.

Time is important – your first step when identifying an issue is to look at the time it occurred. Reports can be run in MSN, Yahoo and Google to pinpoint when the drop in clicks or leads started. This will let you know whether it spans over just an hour or a number of weeks. Once you know when it began you can start looking for the cause.

At Click Consult we are experts in PPC campaign management and can ensure your PPC accounts run smoothly.

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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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When you look at any type of internet advertising you need to look at and weigh up the potential dividends. Of all the internet marketing strategies, PPC is very easy to get completely wrong. There is nothing wrong with making a mistake but a PPC mistake can cost your business serious money.

Get it right and save

The marketing game plan has changed over the years with the progression from mostly publication based advertising to online internet advertising. The ball game has shifted significantly and the court has been utterly revamped. And so, you need to change your marketing tactics in order to make a profit and not a loss from your advertising ventures.

In the past you could grab the attention of any reader and then try to sell your product. Introducing PPC has changed the rules. Whereas it didn’t cost you a single penny to attract attention previously – that attention now costs you precious pennies. With PPC you cannot afford to have every Tom, Dick and Harry clicking on your ad because you got their attention.

Every single last click that happens on your PPC advertisement costs you money and creating a false hype with false promises attached is a sure way to PPC failure. Get attention and sell your product at the same time. Make sure that every last person who clicks offers you a good chance of business.

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You get an entire company’s worth of staff at your disposal for a minimal monthly fee. That monthly fee is probably far less than what you would have to pay an internal PPC professional. Thus there are many great perks to hiring a PPC company to handle your campaigns. However, there are several pitfalls you need to be aware of and steer clear of when it comes to choosing that PPC company.

Avoid the following

When a company leaves your PPC campaign in the hands of autopilot technology, you are heading for trouble. Your campaign needs to constantly be overseen by human brain power. Autopilot is fine for short stretches of time but an experienced professional should control everything that is going on in your PPC campaign. You need to make sure that your company of choice follows quality customer care procedures consistently.

You need to get the quality of service you expect – what you are paying for. It is also vital that you get the service you need to keep your campaign on course. When you pick a PPC company to handle your campaign, you need feedback that is true and valuable.

This means that the company has to test and measure every ad, every procedure and every aspect. They also need to offer you regular reports that give you the information that you want and need. Don’t be bamboozled by fancy charts and numbers. You need to know the vital statistics of your campaign in order to make a decision about its progress.

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There are many tips and tricks people use to make their PPC advertising even more successful and veterans of PPC have learned what works and what doesn’t. Everyone has to learn, though, and there are some things that give a newcomer a greater chance for success.

Things to keep in mind

You need to deliver your pay per click ads to all the right places. Learn how the top search engines work so that you can target at least the top five. Remember that demographics have a great influence on which search engines people prefer. Keyword bidding can be daunting unless you educate yourself about exactly how this changing part of PPC advertising works.

You have to watch the keyword bidding daily or invest in some quality bid management software to do this for you. Never forget this most important rule; don’t get involved in bid wars. It is too easy to lose perspective when getting into a bid war with a competitor.

This is a good way to lose money unnecessarily. It is important to find the middle ground when you do your keyword bidding. Too low and you can end up on the fourth page of the SERPs and bidding too high could lead to wasting good money. Bid on keywords that will position your PPC ad between places five to fifteen. Lastly, educate yourself on PPC advertising, for knowledge is power.

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You have ad exchanges, online press releases as well as social media marketing. With all these various advertising methods that come mostly free, where does pay per click advertising fit into this? Most people see PPC advertising as a fast method to drive traffic, but also as cutting deeply into your budget. Why then are so many companies making use of PPC advertising?

Benefits of PPC

There are different answers to what benefits a PPC campaign will bring any business. The first answer is that you reach your target market faster than other advertising methods. With articles you have the benefits of building links that bring good traffic to your website. This makes it a great free online tool for marketing. This is slow, though, and will not bring results within hours or days.

This is applicable to all forms of free advertising. It works, but takes quite a long time to show results. Search engine advertising works faster than the other forms of free advertising but none of these matches the speed of PPC advertising. PPC advertising is also easy to track and to measure and this is very important for any business.

You are also able to specifically target the exact group of people you want to reach with PPC advertising. This makes the answer in favour of PPC advertising three-fold. It is fast, measurable and totally target focused, hence its popularity.

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This tells us that PPC works, otherwise companies would not keep throwing money into this type of advertising campaign. Another reason why PPC advertising is so popular is that it can be used for all types of business.

What makes it so good?

PPC advertising reaches its target market incredibly fast when you compare it to other forms of advertising. You can literally be up and running within an hour or two. The leads gained from PPC advertising converts into sales easier than with other forms of advertising.

The reason being that when searchers click on your PPC ads, they are actively looking for the exact products and services that you offer. The cost of pay per click is justified when compared to other forms of advertising.

You have an instant global reach for your marketing efforts that no other form of advertising can possibly rival. You can keep on top of your PPC advertising each step of the way by easily tracking your conversion rate and making adjustments where necessary.

If you botch up with other media advertising, there is not much you can do about it. You still end up paying the ad agency for the work done. With PPC you can tweak fast and as often as you need to until you accomplish the results you want.

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Only then can you be satisfied with your PPC marketing campaign efforts. Another reason is that the more effective your PPC advertisement is, the more likely you are to generate interest and customers from it. But how can you make sure that you are doing all that you can to optimise your PPC advertisement?

Upping the effect of your PPC advertisement

Capitalising words might be something you have neglected to pay much attention to. That isn’t a crime, but it can make a huge difference to how much your PPC advertisement stands out. Capitalization is something so simple and yet it yields great results. By simply capitalizing the first letter of all the keywords you use can have a huge effect on your audience.

Try writing your wording out as you want it without capitalization. Then rewrite it with the capitalization and look at the difference it makes on plain paper. Capitalizing the first letter of each word make your words stand out more and adds a sense of importance to what you have to say. Try capitalization in your next PPC advertisement and see what a difference it makes to your campaign, you may just be surprised.

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The second gentleman thought about it for a second and then gave his answer. He said that if he had one wish, he would wish for people around him to be always hungry. That made all the difference in who eventually ran the most successful restaurant.

Having a product and selling a product are two very distinct things and yet in business people always seem to swap between the two as though they have the same meaning. There are two kinds of buyers in this world, those who know exactly what they want and those who don’t but they want to buy something anyway. This applies as much to internet marketing as any other area of business.

Queue the bull’s eye

Imagine that instead of reaching out to thousands of potential customers you could get thousands of customers to come to you. PPC or pay per click does just that. It creates a track-able account of traffic viewing your services or products and reports back on various aspects, such as how many of your visitors converted into customers, keeping you abreast of your spending and also how well your products are doing.

Consider for a moment the kind of feedback you would get from people all over the world being exposed to your product or service and if we took the simple sales equation ratio of one in every ten viewers is a buying customer, what would your revenue be if the entire world were seeing your products on the internet?

A good internet marketing company can assist in you in using this method of marketing to make all the difference to your bottom line.

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