Learn AdWords Optimisation

The benefits of Pay Per Click (PPC) paid advertising with the search engines compared with established techniques is simply this: almost all traditional techniques are broadcast methods to users who have demonstrated little interest in purchasing your product. Think of order:, :2:4:billboard posters etc. They are all broadcast adverts. Sure there some targeted than others, if you are selling marketing services to companies, you advertise in a marketing magazine, but that's a course technique these days.

Search Google for "software" and down the right hand side, you'll see ads by websites who are paying them to have their ad and site listed there on the first page of results. This is PPC Advertising and this is why Google now turns over more than $6 Billion per year!

Compare that to someone searching MSN for "how to do online marketing for solicitors"? That's a consumer that right at that moment in time is interested in finding out a very specific piece of information. If you expect to offer a product that can help them, you'd better hope that you're on the first page of Yahoo or other Search Engine. What's its value to you to have that person visit your website within 4 seconds of entering that into Google?

Sure, you might search engine optimize your site to achieve Better Search Engine Placement for your keyphrase, but this takes time and a significant investment of money. This is where PPC marketing really starts to shine, and is not used enough in my opinion. Your website could be on the first page of Google the same day for that search term for a modest budget. In a week you'd have some indication of how many users that will positively search for that term, go to your site, and buy your service. This is up to date, research into your niche market for a bargain budget that you simply can't get any other way.

What's more, let's say that you are paying 20p per click, and 500 people click your link making a total spend of 100. And say the conversion rate is a reasonable one percent, so you've got five new purchases and more importantly 5 additional customers that you can now sell to again. All this for just 100 spent! How much is your average consumer worth in total? Isn't this worth it?

A fundamental thing to know is how Google ranks the sponsored PPC marketing Adverts. In essence it is an auction in real time. The highest bidder wins. If you bid 20p and someone else bids 25p, they will rank above yours. It is in fact a lot more involved than that: if you have a better quality Pay Per Click advertising, it's definitely possible for you to rank above the 25p advert because Google will give bonuses to higher performing PPC ads. What this means is that if your Pay Per Click Firm knows what they are doing with Pay Per Click bid management, it is likely you will get higher rankings (i.e. more traffic) for less money. So your important online website promotion budget is stretched and you save budget. Alternatively, if your online advertising campaign is managed by someone who does not know what they are doing, it will cost you real cash.

Some of the tasks a specialist Google Advertising Professional should perform (Eg Intrinsic-Marketing.co.uk who do Links Optimisation Analysis) whilst managing your account, if yours isn't, we strongly propose you get a review of your online marketing campaign immediately:

Be in It to Win It - The objective of PPC bid administration is to get on the very first page of your Yahoo etc fast. However, where there's more than eight (in normal conditions) even Pay Per Click Adverts can drop to the second page. Where there is competition like this, there's absolutely no point doing a Pay Per Click marketing campaign if you are not on the first page, so either boost your Cost Per Click (CPC) settings, or there is no point.

Better Website ROI through Tracking Conversions - This is innovative marketing, this is not usual marketing, so you can use that to your benefit. The technology exists to monitor each and every sale and where it comes from. You can know exactly which advert converts to sales and which do not. Remember, it's one thing to have lots of traffic, it is another to have a lot of sales. What would you rather have for Pay Per Click paid advertising: an advert that generates a thousand clicks and 1 percent sales, or one that generates 100 leads but ten percent sales? For both you achieve identical sales, but the former costs you ten times the price in PPC advertising budget.

Landing Page Optimisation - A very common issue is not matching the webpage that people land on when they click your advert, to the actual content of your ad; which definitely should be targeted at what the user searched for. This simply means that when the potential customer clicks your Advert, they see what they expect. Internet users are lazy! Incredibly did you know that half of all internet consumers exit a website in less than eight seconds because they don't find what they expected! Doing this is even more crucial than Keyword Analysis Research

Split Testing Your Adverts - This is good PPC technique and simply involves having more than one advert and testing which one performs the best. Here is one example, we had two ads which were the same in every way except the start of the top title. One started "Learn to Prevent . . ." and the other started with "Stop . . ." Split testing found that five percent of the potential customers who saw the "Learn to Prevent . . ." clicked it. BUT 8 percent of the users who saw the "Stop . . ." advert clicked that one. Guess what, we abandoned the first advert and got a better quality Ad which ultimately Google promoted to the top ad slot on the page, for the same Cost Per Click!

Many Ad Groups - The elementary rookie failing is to group every keyword together to supply a single Ad. This is typically bad. Keywords must be divided into groups with Ad text that accurately show the keywords searched for.

Exact Matching/Phrase/Broad - Google Online Marketing allow 3 alternative ways to match search terms to your keywords, but most advertisers just go for the broad matching option. You could significantly increase your Click Through Rate from clever use of the other options which many lazy Google Advertising Professionals do not even bother with.