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How To Do Paid Search Engine Advertising Optimisation

By: ColinMcNulty

The advantages of Pay Per Click (PPC) paid advertising with the search engines compared with usual systems is simply this: almost all usual methods are broadcast methods to potential customers who have demonstrated little interest in purchasing your product. Think radio ads, magazine ads etc etc. They are all broadcast ads. Sure there some directed than others, if you are selling marketing services to companies, you advertise in a Marketing magazine, but that's a crude method these days.

Search Google for "software" and on the right hand side, you'll see adverts by websites who are paying the search engine to have their advert and site listed there on the first page of results. This is PPC Advertising and this is why Google now dominates the search engines!

Compare that to someone searching Google for " direct advertising for lawyers"? That's a potential customer that right at that precise moment in time is interested in finding out a very specific thing. If you expect to produce a product that can help them, you'd better hope that you're on the first page of Google or which ever Search Engine you prefer. How much is it worth to you to have that potential customer visit your webpage within three seconds of entering that into Google?

You could search engine optimise your webpage to make sure you have first page rankings for that keywords, but it takes time and effort and a reasonable investment in cash. This is where paid internet marketing really comes into it's own, and is not used enough I think. Your website might be on the first page of your chosen Search Engine the same day for that search term for a relatively low budget. In a few days you'd have some inclination of the quantity of potential customers that will really look for that term, browse your site, and purchase your product. This is up to date, market research for a low budget that is impossible to get any other way.

What's more, lets say that the campaign costs you 20p per click, and 500 people click your ad making a total spend of £100. Lets say your conversion rate is a reasonable 1%, so you've got 5 new sales and more importantly five additional customers that you can now sell to again. All this for £100 spend! How much is your average user worth in total? It's attractive isn't it?

A fundamental thing to comprehend is how the Search Engine ranks the sponsored PPC marketing Adverts. In essence it's a real time auction. The top bidder wins. If you bid 20p and some other company bids 25p, they will rank above yours. In truth it's definitely more complicated than that: if you have a superior quality PPC advertising, it's likely for you to rank higher than the 25p advert because Google will give bonuses to higher performing PPC ads. The point is that if your internet marketing professional knows what they are doing with PPC bid management, it's probably you will get better rankings (read additional traffic) for a lower budget. So your valuable online website promotion budget is stretched and you save cash. On the other hand, if your Pay Per Click ad campaign is managed by someone who does not know their job, it will cost you more.

Here is a list of the jobs an expert Google Advertising Professional should be doing whilst administering your account, and if yours isn't, we strongly suggest you get a review of your PPC campaign as soon as possible:

First Page is King - The whole point of PPC advertising campaigns is to get on the very first page of your MSN, Yahoo etc fast. However, where there's more than 8 (in normal conditions) even PPC Adverts can drop off the 1st page. Where there's competition such as this, there's definitely no point doing a PPC marketing campaign if you are not on the first page, so either boost your Cost Per Click (CPC) settings, or there's no point.

Track Your Conversions - This is innovative marketing, this is not traditional marketing, so you can use that to your benefit. The technology exists to track every sale and from where it comes. You can know definitely which advert converts to sales and which don't. Remember, it's one thing to get significant traffic, it's another to have lots of sales. What would you prefer to have for PPC paid advertising: an advert that generates a thousand leads and 1 percent sales, or one that generates one hundred leads and ten percent sales? In each you get identical sales, but the former costs you ten times as much in PPC advertising budget.

Landing Page Optimisation - A very common mistake is not matching the webpage that users land on when they click your advert, to the content of your advert; which should be aimed at what the potential customer searched for. This just means that when the potential customer clicks your Ad, they get to see what they want to. Did you know that internet users are lazy? Would you believe that did you know that half of all internet searchers leave a website in less than 8 seconds because they don't find what they expected!

A/B Splt Testing your Ads - This is good PPC management and simply means having more than one advert and testing which works best. Let me give you one example, we had 2 adverts which were the same in every way except the beginning of the top title. One started "Learn to Prevent..." and the other started with "Stop...". Split testing found that 5 percent of the users who saw the "Learn to Prevent...." clicked it. BUT 8 percent of the users who saw the "Stop..." ad clicked that one. It will not surprise you to learn that, we abandoned the first advert and got a better quality advert which eventually Google promoted to the premium ad position on the page, for the same cost!

Multiple Ad Groups - The first rookie failing is to group every keyword together to supply a single advert. This is very bad. Keywords should be divided into groups with advert text that reflects the keywords searched for.

Broad / Phrase / Exact Matching - Google Online Marketing allow 3 alternative ways of matching search terms to your keywords, but many advertisers just go for the broad matching option. You could double your targeted traffic from clever use of the other options which many careless Google Advertising Professionals do not even bother with.

Article Source: http://www.articlesinsight.com

Click here if you would like AdWords Qualified Individual about a PPC review of your existing PPC online Marketing campaign or you are simple interested in someone else managing and running your PPC campaign with our Services for PPC Advertising. Get Better Website Return on Investment at www.Intrinsic-Marketing.co.uk, a Pay Per Click Company

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