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Yes, pay per click advertising will cost you but if you do it right, it should
make you money. If you are running pay per click advertising campaign and more
money is going out than coming in, something is not right. Here are 5 steps to
targeting the right keywords and minimizing costs.
Are your keywords too broad?
Let's just say you have developed an amazing diet drink that is safe, effective,
tasty and will guarantee that people will lose 15 lbs in 30 days. You know you
have a product that is a winner and are excited about marketing it on the World
Wide Web. However, you are relatively new to the Web and pick keywords that are
too general and expensive like 'dieting' or 'weight loss'. Not only are you
perhaps disappointed by your PPC advertising results but it will likely be
draining your bank account. This is why niche keywords are so important. Look at
bidding on keywords such as 'weight loss supplement' or 'weight loss drink'. Go
to Overture or Word Tracker and find keywords that are more niche oriented and
not so competitive.
Is your ad dull or attention getting?
It is worthwhile to spend some time learning about effective copy writing. It
could be the difference between mediocrity and success. You want to know how to
get someone's attention. Unfortunately saying "I have the best diet drink on the
planet" doesn't work. You have to motivate and inspire people to take their time
to look at what you have to offer. And, in pay per click advertising you have to
do it in very few words. This can be a challenge. Learn the words that sell or
attract or grab someone's attention like "Must see", "Quick results", "New…",
"The truth…", "Groundbreaking…", "Instant…"
Double Check your URL!
Sounds like a no-brainer but many times people either misspell their URL or send
someone to their home page instead of the page that directly relates to their
question. In other words, you may have a website that is dedicated to weight
loss but in your pay per click advertising, you want to direct them specifically
to your diet drink. So, you would want your URL to read
http://www.myweightlosssite.com/dietdrink.html. There is nothing more
frustrating to the website visitor than having to go hunting for the
information. Your job is to make it easy to find and informative. If they have
to look long, they will leave. These are dollars lost to you.
What is your competition doing?
It is likely that your competitors who have a high PR (page rank) and continue
to advertise, are doing something right. Learn from those who are successful.
While the differences may seem subtle to you, in the World of PPC advertising a
word or sentence can discourage or invite a potential website visitor.
What should my title be for my PPC ad ?
Plain and simple use the keyword that is being searched on. Don't get fancy or
creative here. If someone is looking for diet drink then your ad title is 'diet
drink'.
Give the website visitor what they want.
The bidding war is on
Try your best not to get caught in the bidding war game. There are plenty of
ways to drive traffic to your site without spending a fortune. General keywords
will always have high prices like 'dieting.' Don't fall for the trap. Most
refined keywords will have lower priced bids but are excellent because they will
target your traffic. A Website visitor may only be looking for diet recipes and
dislike diet drinks. They are not your customer. Same for the website visitor
who may want to tone-up while they are dieting. The more specific you can target
your market, the better you will do.
Two other tips: If all the bids are around 25 cents and the lead bid is at
$5.00, you know someone is trying to own the number 1 position. If you want to
have fun bid $4.99 and they will get nailed $5.00 for every click and you will
only pay 26 cents if they click on your ad. Warning though: if you want to play
this game, keep an eye out so they don't drop their bid. I sometimes do this as
a temporary measure to bring someone back to fair playing grounds.
Secondly, keep any eye on all of your bids. People do change what they are
willing to bid on any given keyword or search term. I do an overview every few
days.
The test results are back
One last key to good pay per click advertising is testing your ads. You can set
up two different campaigns and rotate them for the same period of time. What you
might learn could surprise you and benefit your bank account!
by: Jan Peterson
Jan Peterson founder of
http://www.goldstarreview.comresearches and reviews business
opportunities Over 400 FREE reports available. Successful e-book with reprint
rights also available.
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