Pay Per Click AdvertisingPay Per Click advertising is a very effective way to get more sales. You have to find the right keywords for people to click on, to get them to your site or product you promote. This way you can get a high return on investment (ROI). However, if not done properly, it will cost you money! And it can be a lot of money wasted.
With pay per click, your ads will show up on the right side of the Google results page, next to the main search results. You can expect to see results within 15 minutes from setting up your campaign. You only have to pay if someone clicks on it. This is a very good way if you want to promote your website to get targeted traffic to it and to generate sales.
Pay Per Click ProvidersThe three biggest providers of pay-per-click advertising are Google AdWords, Yahoo! Search Marketing, and Microsoft AdCenter. As Google is the biggest search engine, all the info on this pages is based on Google’s AdWords.
With Google AdWords you can create short custom text Ads. You have to set a daily budget on how much money you are willing to spend to promote these Ads. When the amount is reached, the ads will stop showing up. These ads can be used for attracting targeted traffic and for generating sales.
Read the T.O.S.
It is important to read the terms of service (T.O.S.) or you might risk doing something against their policies, what will have your account suspended. Once suspended, it will be very hard to get your account back online.
One of the things you should NEVER do, is clicking on your own ads. This is against Google’s policy and will have your account suspended! Don’t use robots or automated programs to generate clicks as Google will find out one day and you will NOT get paid.
Use a keyword tool to analyze keywords to find the right keywords with a high impression and high click through rates for your pay per click advertising campaign.
Use Google’s Free Keyword Tool
The best Keyword Research tool, and also for free, is the Google Keyword Tool. You will get up-to-date info on monthly searches and related keyword competition.
Google Keyword Tool is a very good tool to find the right keywords for your website. In fact, you can even find related keywords that you didn’t think of, but also profitable long tail keywords.
When you look at the results, don’t forget to look at the ”Additional keywords to consider” list, as you might find some very good related keywords there. Sometimes you can find some very profitable keywords there as well.
Use Exact Search KeywordsWhen you choose keywords, consider using exact search keywords; try to use the exact same words people are typing in into the search engine. If a link contains the exact same words as what people typed in into the search engine, they are more likely to click that link.
You need to have keywords with a lot of requests but only limited search results. These are the keywords that are in high demand and low supply which is perfect for pay per click advertising. These keywords have a bigger chance to lead to a conversion.
You can, and should, use the filter option to block certain URL’s from showing up. This way you can stop low value offers from being shown up on your pages.
Use Negative Keywords
You should also include negative keywords, for instance the word “free”. Many people on the internet are looking for free products, the so called freebee seekers, and are not willing to buy. You don’t want these people to click on your advertisements because they are not going to buy and they will only cost you money. Other words you should make negative, are “blog”, “tips”, “info” and “tricks”.
In each ad you make, you are limited to the amount of text you can write down. For the title you have 25 characters available and for the text 2 lines with a maximum of 35 characters per line. You have to use them well with a catchy text.
Use Power Words in Your Text
Use only text ads, no images, as images will decrease your click through rate. Be sure to use words such as “click”, “now” and “try” in your ad because you have to tell people what to do. Other words you can use, are “new”, “fast”, “tips”, “free”, “exclusive”, “guarantee”, “reliable” and “easy”.
The headline is the most important part of your ad, so spend time to create an eye catching headline. The display URL is the second most important reason for a visitor to click on your link. Make sure you’ve put your most important keyword in the URL.
You should have at least 2 ad variations running to see which one is better performing. The first time they should be very different. Later you are only going to make small changes. The one that is not doing so well, must be optimized to get the highest return on investment.
Keep Making Little Changes
You should only change 1 thing each time, otherwise you don’t know which part of your ad has made the difference. Even a little change can have a big impact on your click through rate. You keep doing this to get the most out of your Adwords Campaign. A successful marketer keep testing and improving and so should you.
Don’t let Google choose your best ad, because they will do this much too soon. The Campaign Management Panel is by default set to choose your best performing ad to have it displayed more often. This is something you must do yourself, after you have enough info which one performs better.
Never Stop Testing
This split testing is extremely powerful and can be the difference between waisting a lot of money and making a lot of money. Testing is the key to success. Always keep testing and never stop testing!
You want to reach the right people who are interested in what you have to offer, and who are willing to take action. This will result in higher click through rates and higher return on investment, in other words more money in your pocket.
Don’t underestimate your competition when you are competing with several others for the same keywords. Use the Google tool to check the Advertiser Competition to find keywords with not too much competition. If you want to succeed with Google Pay Per Click, you have to be better than the competition.