Pay Per Click News & Articles:
Houston, TX (ServerSideDesign.com) March 1, 2007
Excel with Pay Per Click Advertising
Pay Per Click advertising is one of the most effective ways to market your web site, product or service to online consumers. Pay Per Click advertising uses small text ads that are targeted to keywords or keyword phrases that people use when searching for a site on a search engine. Popular search engines that have Pay Per Click advertising services include Google Adwords, Yahoo Overture and MSN Adcenter, however, the most popular PPC service by far is Google Adwords.
PPC- More Than Meets the Eye
Pay Per Click advertising is pretty simplistic in its set up, however don’t let the simple interface and ease of set up fool you. In order to succeed with a Pay Per Click advertising campaign, you will need to manage your marketing campaign effectively.
Pay Per Click advertising works by bidding a specific amount of money on keywords that online visitors input into the search engine. While bidding high on specific keywords does help your ad increase its visibility, having a large budget is not enough. Unfortunately, this is where many Pay Per Click advertising campaigns fail. In order to run a profitable PPC campaign and see a large return on your investment, management of your Pay Per Click advertising campaign is crucial. Just some of the things that you will need to master are writing ads effectively, choosing keywords based on thorough keyword analysis, being able to understand and out-fox your competition and track your campaign effectively in order to tweak it for future optimization. This is why many small and medium businesses hire search engine optimizers (SEO’s) to create, run and manage their Pay Per Click advertising campaigns.
Pay Per Click Advertising- A Great Strategy for a New Website
Once you have your new website up and running, you will want to immediately start generating revenue. While it can take at least a few weeks and generally several months to start seeing results from your organic SEO campaign, a Pay Per Click advertising campaign can be your financial life line drawing traffic to your site and generating much needed revenue.
Pay Per Click Advertising & Organic SEO- A Synergistic Approach
While it is necessary for most new websites to use Pay Per Click advertising to draw visitors and generate revenue in the beginning, once your organic SEO campaign kicks in, you will have the option of choosing which method of drawing consumers to your site to generate revenue. However, most savvy entrepreneurs continue to employ both Pay Per Click advertising and organic SEO methods to draw consumers and generate revenue. In fact, a well managed Pay Per Click advertising campaign will be well worth your return on investment and continue to generate revenue long past your SEO campaign kicks in, giving the entrepreneur two diverse streams of revenue.
Whether you are starting a new website or already have one established, you should definitely talk to an SEO regarding Pay Per Click advertising in order to create a revenue stream that generates profits for the long term.
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THE SECRET ON HOW TO LOWER YOUR COST PER CLICK AND GET A MAXIMUM ROI ON GOOGLE ADWORDS:
Houston, TX (ServerSideDesign.com)August 4, 2006
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Everyone and his dog can claim to get you great pay per click campaign results and maximum ROI, but can they back it up? In short- no. Why's that you ask? Answer; Many companies will not do the research it takes to drive a truly successful ppc campaign and many of the companies that do the research may not be monitoring and managing your ppc ads effectively!!
Here's a few tips for what's involved in doing the research BEFORE you launch a pay per click advertising campaign:
- Do the research first!! If you are guessing at what keywords to use then this is bad! Why? Because there may be hundreds of keywords that you are missing and you may be using only the most expensive keywords which are driving up costs (cost per click). We treat preparation for pay per click as we would for search engine optimization. This involves doing an in-depth keyword analysis using software tools such as WordTracker, Yahoo Keyword Selector Tool, Web Positon Gold and/or many others. These software tools are invaluable to ppc keyword analysis and generation!! They will give you a list of the most popular and searched for keywords on most of the major search engines!
- Do more research!! After you've generated you wonderful list of popular search terms (keywords) for your new pay per click advertising campaign, it's time to do a little more work! If you want to save some money on your cost per click (same as pay per click) then you should run a competitive analysis. This is a great way (and crucial) to narrow down your extensive keywords list to niche, money making keywords! So what's involved with this analysis you ask?
Here's an example: Type in the keyword "website promotion" into Google and hit search. Now look on the right hand side and you will see that it says something like "Results 1 - 10 of about 228,000,000 for website promotion". Well the 228,000,000 is the number of web pages that are relevant to the keyword "website promotion" - that's allot of competition!!! That's a bad sign, because the higher the competition, usually means the higher you cost per click (ppc) is! This is where you begin to narrow things down and find a more targeted "niche" keyword. Now try typing in the keyword "web site traffic promotion" and see what comes up. You should see something considerably less like "Results 1 - 10 of about 69,400,000 for web site traffic promotion". It's still high, but much less than before and once you launch your pay per click campaign, your cost per click should be much lower as well.
- Using Your Niche Keywords!! Now that you've learned how to find great niche keywords for your pay per click ads, it's time to put them to good use! If you've signed up with a good ppc management company (such as www.serversidedesign.com) then you will be able to add up to 100 keywords per ad. Yes, that is allot! But here's the secret- a little adds up to allot of $$$ and clicks for you! Start one ad campaign (one ad) by associating 50-100 niche keywords to the ad and set them to "exact matching" (Google Adwords only has the matching options). It is important that you set it to exact (or at least phrase) matching or else your niche keyword phrases will no longer be niche. I'll explain the matching options next. If you've created a strong niche keyword list using the above tips (first two bullet points) then you will see great results! Exact matching and niche keywords can be slower to get instant results, impressions and click-throughs but the power is in the numbers. If you have 50-100 niche keywords then you will get as many click-throughs as you would have IF you had used broad matching on non-niche, general keywords. BUT YOU WILL SAVE A TON OF MONEY THIS WAY!! And not only will you cost per click be much lower for niche keywords but you will get more targeted results and a better audience landing on your website. And what does that mean?? It means that your amount of conversions will increase and your ROI will get better! Isn't that the ultimate goal- save money and get higher conversions??
- Watch your matching options (Google Adwords Only)! Many PPC Advertising and Management companies will get lazy and not tweak the matching options in Google.
If you want to save money, hit a more targeted market and you plan on using many keywords per ad then "exact matching" is your best bet. Exact matching means that ALL of the keywords must be present when a person types a keyword phrase into a search engine and they must fall in that exact order.
If money is NO object and you are limited by the number of keywords that you can associate with one ad (most companies severely limit this, but our company is extremely generous) then broad matching is the way to go. Broad matching means that part or all of the keyword phrase may be present and in any order. This is extremely flexible but can deplete your budget quickly.
If you've found some great keyword phrases that are niche and best suited for exact matching but your results are not great, then you should try and experiment with "phrase matching". With phrase matching all of the keywords must show up in a search but can come in ANY order.
Article written by Roger Janik (CEO/Founder of ServerSideDesign.com)
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