Pay Per Click Advertising can be a bit discouraging, particularly to those who are starting to use this Online Marketing strategy for the first time and don’t have the proper understanding of this type of advertising campaign. There are 7 important steps of Pay Per Click Advertising to keep in mind, which includes using keywords research that could help improve your business approach.
Definition of Pay per Click
Pay per click (PPC) is an Online advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers’ website. With search engines, advertisers typically bid on keyword phrases relevant to their target market. When a user types a keyword query matching an advertiser’s keyword list, or views a webpage with relevant content, the advertisements may be displayed.
With Pay Per Click Advertising you have the freedom to decide what keywords or phrases you want your website to be connected with when visitors are browsing the Internet. You have to make a decision if you are willing to spend the money whenever someone clicks on and ad displayed on a search results page. On the other hand, the advantage of this type of advertisement is that you are connected to people who are already concerned with your products or services.
Wolf Krammel, a Pay per Click expert in Google AdWords for 12 years and worked in Web Creation and Online Marketing will share his knowledge on how to improve your business through this tool. He is committed to help small or large businesses to create new marketing opportunities online.
Having the knowledge of these important things will lead you to success:
- Target Client
- Business Approach
- Advertisement Ideas
Clear marketing message
Now is the right time to identify the 7 steps of marketing strategy which Wolf applies to all his Pay per Click campaigns.
- Classify the product you are advertising – For example , you are selling a cell phone cases , it is important that look at your options and decide which ones you want to promote. Consider the price and how competitive you are in terms of price, customer service and delivery. It is also suggested to do some research on Google to see which ads come up, and which proposal your competitor is rendering and concentrating on.
Keyword research and Pay per Click- make use of wordtracker for your keyword research and learn that it is good for searching negative keywords. The use of SEO is only particular in keywords which they can include in their data, however in Pay per Click, you can find different equivalent types which are broad, phrase and exact. Use an exact match when you are certain that they are the best keywords to choose.
Common technique is to use wide and idiom which matches with a lot of negative keywords. For an instance, if you key in ‘iPod nano’, with a broad match, the results would contain ‘MP3 nano’, or even ‘iPod classic’. So, to avoid these results, you can add to your campaign some negative keywords.
- Establish your Pay Per click campaign bit by bit- For example, you are promoting an iPod cases and your site has a section for classic accessories, Nano accessories, and one each for iTouch and iPhone etc. These sections may include campaigns with its own ad group. You will have many ad groups, and each ad group is really just a set of keywords and advertisement.
A good Pay per Click campaign should start with at least 10 AdGroups, and if you can still do more than 50 much better. The more significant the keywords and the ads in each AdGroup, the better the Click through Ratio, better the CTR; the more likely you will get a reward from Google. They will lessen the amount you pay for a click and raise your ads position on the page as you improve your CTR.
- Make detailed landing pages- Each of your product should have their own page, and with a clear ‘buy button’ and a comprehensive description.
- Ad Variation- Pay per click allows you to have ad variations so you can have text that would increase your CTR. By generating different kinds of ad, you can check any patterns that show which ad is being clicked, and which are not.
Report and analytics- You can use Yahoo Index or Google Analytics Tools to help you look at your Pay per Click and SEO keywords. Focus on your bounce rates since this will be an extremely significant indicator of your Pay per Click. If you are getting a high bounce rate of over 50%, and a high CTR rate, then you really have to work on your landing pages.
- Your copy must match your Pay per click Ad and must be above the fold. It is also clear what the user should do next. You need to look at your PPC or Pay per Click campaign if you have both a high bounce rate and a low CTR rate. Your Ad text must match your keyword query. Use many negative keywords to get more relevant traffic.
- Improve your campaign- You have to study your campaign and learn from it. Don’t stop improving your campaign and relate the 80/20 rule. It is true that Out of all the keywords, only 20% to 40% may give you real value – i.e. sales. On the other hand, never be anxious to post Keywords or AdGroups that are not sending a positive ROI.
Following these steps will give you an interactive process with end-users – use Pay per Click which can lead people to land on your page and use Analytics to learn what they will do after they landed on that page.
Learning these 7 steps will improve your Pay per Click and SEO campaigns that will surely help you improve your sales and give more value to your Ad.
