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The advantages of Pay Per Click (PPC) internet advertising compared with established systems is simply this: almost all established techniques are broadcast methods to users who have demonstrated little interest in buying your product. Think magazine ads, flyers through doors, TV ads etc etc. They are all broadcast adverts. Sure there some focused than others, if you are selling marketing services to firms, you put adverts in a Marketing magazine, but that's a course technique these days. Search Google for "cars" and down the right hand side, you'll see links by websites who are paying them to have their ad and site shown there on the main page of results. This is PPC Advertising and this is why Google now rules the search engines! Compare that to someone searching Google for " direct marketing for solicitors"? That's a consumer that right at that moment in time is interested in learning a very specific thing. If you expect to produce a product that can helpthem, you'd better hope that you're on the first page of Google or other Search Engine. What's its value to you to have that consumer visit your webpage within five seconds of entering that into the search engine? Sure, you could search engine optimise your webpage to get you top positions for your keyphrase, but this takes time and effort and a significant investment of money. This is where paid internet marketing really is most effective, and is not used enough as far as I'm concerned. You could be on the first page of Google the same day for that search term for a modest budget. In a month or less you'd have some inclination of how many users that will really search for that term, browse your website, and purchase your product. This is right on the money, research into your niche market for a tiny budget that you simply can't get any other way. Lets say that the campaign costs you 20p per click, and 500 people click your advert making a total spend of £100. Lets say the conversion rate is a average one percent, so you've got five new purchases and more importantly 5 new customers that you can now up sell to. All for £100 outlay! What is your average consumer worth in total? Isn't this worth it? A fundamental thing to comprehend is how the Search Engine ranks the sponsored PPC marketing ads. In essence it's a real time auction. The highest bidder wins. If you bid 20p and someone else bids 25p, they will rank above yours. Actually it's considerably more in depth than that: if you have a superior quality PPC advertising, it's definitely possible for you to rank above the 25p ad because Google will give bonuses to better performing PPC ads. What this means is that if your internet marketing professional knows what they are doing with PPC bid management, it's probably you will get higher rankings (read more traffic) for less money. So your valuable online marketing budget is stretched and you save budget. Equally, if your AdWords ad campaign is controlled by someone who does not know what they are doing, it will cost you real money. Here is a list of the tasks an expert Google Advertising Professional should perform whilst managing your campaign, if yours isn't, we strongly advise you get a PPC review of your online marketing campaign immediately: First Page is King - The key factor of PPC advertising campaigns is to get on the absolute first page of your Yahoo, Google, search engine etc quickly. However, where there is more than eight (typically) even PPC ads can drop off the 1st page. Where there is competition like this, there is absolutely little point doing a PPC marketing campaign if you are not on the first page, so either boost your Cost Per Click (CPC) values, or forget it. Track Your Conversions for Better Website ROI - This is modern marketing, this is not normal marketing, so you can use that to your benefit. The technology exists to monitor every sale and from where it comes. You will know exactly which ad converts to sales and which do not. Remember, it's one thing to have significant traffic, it's another to have a lot of sales. Would you prefer to have for PPC internet advertising: an ad that generates 1,000 leads and one percent sales, or one that generates one hundred leads and ten% sales? In each you achieve identical sales, but the former costs you ten times the price in PPC advertising budget. Match the Landing Page - A very common issue is not matching the page that users see when they click your ad, to the words found in your ad; which definitely should be aimed at what the potential customer searched for. This simply means that when the potential customer clicks your Advert, they get to see what they want to. Would you believe that internet users are lazy! Did you know that half of all internet browsers leave a website in under eight seconds because they don't find what they expected! A/B Splt Testing your Adverts - This is good PPC management and simply involves having more than one ad and testing which performs the best. Here is one example, we had two adverts which were totally the same in every way except the beginning of the title. One began "Learn to Prevent..." and the other began with "Stop...". Split testing determined that 5% of the users who saw the "Learn to Prevent...." clicked it. BUT 8% of the users who saw the "Stop..." advert clicked that one. It won't surprise you to learn that, we abandoned the first one and got a better quality advert which in due course Google promoted to the top ad slot on the page, for the same Cost Per Click! Have Many Ad Groups - The elementary amateur mistake is to group every keyword together to feed a single advert. This is very bad. Keywords must be divided into groups with advert text that reflects the keywords searched for. Phrase / Broad / Exact Matching - Google AdWords allow 3 different ways of matching search terms to your keywords, but many online marketers just go for the basic matching option. You could double your Click Through Rate from intelligent use of the other options which many careless Google Advertising Professionals do not even bother with.
Article Source: http://www.SponsorDirectory.com/Free-Content
Click here if you would like to talk to Google Advertising Professional about a PPC review of your existing PPC Marketing campaign or you are simple interested in someone else managing and running your PPC campaign with our PPC Company services. Get Better Website ROI at www.Intrinsic-Marketing.co.uk, a Pay Per Click Company
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