Pay per Click is a great tool for the following reasons:
• To test products or services quickly without needing to incur in heavy investments.
• Google AdWords accounts can be online in less than 5 minutes and providing you customers in less than 10.
• PPC engines allow you pinpoint exceptional keyword and key phrases that better respond to your target market.
• Possibility to target location and time of day with some engines (google).
• Possibility to track every PPC transaction daily, weekly, or monthly; total control management on every cent spent.
• Possibility to target traffic by Geographical areas (as big as states or as little as neighborhood areas or part of town).
• Constant track analysis on keywords and phrases ad performances: clicks, impressions, CTR, average CPC & CPM and Cost.
• When PPC are well implemented, user initiates commerce in a very short time and sometimes immediately giving you a sense of the market in respect to products and services offer; this allow you to make corrections and keep testing possibilities, it is a very powerful tool and very cost effective as results are almost immediate.
When starting PPC it is recommended only using Google AdWords, Yahoo Search Marketing, and Microsoft AdCenter as they are the largest and better equipped with the necessary tools of the trade, but here are other reasons:
• Better, broader and reliable traffic.
• Superior Tracking capabilities.
• Quicker feedback will keep you on top of you campaign, updating information and sizing your scope of the market vs your offer.
• Simple and easier account management tools.
• Better capability to handle millions of accounts therefore assuring faster and reliable update information about your account.
• Better controls to check possible fraud done to your PPC ads (i.e. click fraud.)
• No high minimum bids requirements.
• Google AdWords offers bid price based on combining both CPC (cost-per-click) and CTR (click-thru rates) saving money for good ads and for positioning determinations.
Large PPC companies demand higher click prices in general, but the benefits stated above offset the risk of using other engines with less reliable features.
Other important considerations are helpful to keep in mind when bidding in pay per click engines:
• If your product or service is relevant to a Geographic area you may want to:
- When possible, bid on ads that may use related keywords specific to that area (neighborhood or part of town name, zip code number, landmarks etc...);
- Remember that when bidding on related specific geographical keywords, most of the time these will likely be low traffic and have little competition than most broader related targeted terms; because those two reasons they are often underpriced, and they are ultra targeted leads.
- Make sure when bidding on ads, you direct consumers to the most relevant page with relevant copy about the ad on your site. Make sure that when linking users to your web site pages, these pages are content unique and that they do not provide navigation options; this is to maintain users focus on what they searched and eliminates distractions for people to move away from their original intent.
• Think alternative ways to describe your product or service:
- Use broader descriptive alternate target searched phrases to your specific keywords.
- Use modifiers that make the difference (i.e. - Best south beach delivery pizza under $5.99 - or - Faster delivery pizza on zip code 33026 - under $5.99);
- Use of negative keywords may shield your ad against unwanted clicks that may cost you; these negative words may be related to your target market but attract clicks from suffers that may be thinking about something else that you do not provide or sale; in other words the use of negative keywords work as filters to keep your ads away from the wrong users as your ads will not appear on the sponsors list when people search for the "negative keyword". In Google you can apply negative keywords for your account to an entire campaign, impacting all keywords within the selected campaign.
Google looks at the IP address of web surfers, and can allow you to set up additional regional ad groups targeting the same terms, but instead of using the local modifying terms (such as my town keyword), you can filter the town or regional aspect of the targeting via Google understanding where a web user is located from their IP address.
• PPC relevancy is the name of the game:
- When creating your ads, stay focus on your keyword, key phrases and on your target market.
- Copy of ads must be relevant to your site objectives and intent; if your ad refers to sale of shoes, your web site must be relevant related to that activity.
- When creating copy think "benefits to customer"; ask yourself why users will buy from you; how your ad is accomplishing that users need.
- When organizing your PPC campaign, try grouping your ads by keywords relevancy to be able to change, modify or deleted them as needed in a efficient manner.
In all campaigns reporting and follow ups (analytic & statistic) are essential to measure the level of effectiveness of each PPC ad created; Google AdWords and most of top PPC engines allow you pull reports with just a click within their environment in order to check how your ads are doing.
We invite you to click and see our PPC Campaign Service in order to take a step foward into your marketing needs.
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