PPC Advertising Campaigns – What You Should Know
Category: Advertising Campaign | Aug 18, 2009 |
Anyone with a website needs to find a way of promoting it and making it more successful. There are many different forms of website promotion. Two of the most popular types of website marketing include SEO and PPC advertising. Throughout the rest of this article we are going to look at using PPC advertising campaigns.
What is a PPC Campaign?
A PPC or Pay per Click advertising campaign simply means that you only have to pay when someone clicks on your ads. There are a number of different types of PPC ad but the most common are the text links offered by search engines.
Cost Effective
The reason that these PPC ad campaigns are so popular is because they are cost effective form of promotion. You will only need to pay when the ads are clicked and this makes it fairly safe. If the ads aren’t successful then you shouldn’t have to pay anything.
However bear in mind that it’s not just the click through rate that you are interested in. You must also consider the conversion rate. The conversion rate is the number of sales which result from the links.
Increasing the Click Through Rate
If you run PPC ad campaigns then you will need to try and increase the effectiveness of these ads. One of the best methods of doing this is to create a number of different ads and run them alongside one another. You can then compare how effective each one is. You can then continually tweak the ads so that they perform better and better.
Compare the PPC ads and get rid of the ones which aren’t performing as well. If you add tracking code to your ads you will also be able to find out which ones convert to customers. This makes it possible to perfect your advertising and make it perfect.
There are a few different strategies you can use to make your PPC advertising campaigns as effective as possible.
Keywords
You will need to carefully choose the right keywords for your PPC advertising campaign. You may be tempted to go after very popular keywords; however these keywords will be much more expensive to bid on.
Carefully choose the right keywords so that you don’t have to pay too much money but also target useful visitors. Select keywords which visitors of your website really will search for.
Running several ads together will make it possible to compare and select the best keywords for your campaigns. It’s also worth noting again that you are looking to increase the conversion rate, not just the click through rate.
By adding tracking code to your PPC links it will be possible to work out which ads are attracting customers. Creating an ad offering something for free will be very popular and have a high click through rate. However if you’re not offering something for free then people will normally leave your site without buying anything.
Experiment
You need to experiment by running your ads at different times of the day. You will find that this is a great way of finding out when you should run your ads. Depending on the types of customers you are trying to attract you will find that different times of the day work better.
PPC ads should be an important part of your advertising campaign; however you also need to use SEO and various other techniques.
Watch the video related to advertising campaign
www.actblue.com … Nelson “Ben Nelson” “Senator Nelson” Nebraska Healthcare “Health Care” “Public Option” Reform PCCC DFA “Health Insurance”
This commercial is great
He is so Kirk-like in this!
It’s fantastic!
Haha I love this commercial
In the new commercial, is that Jackie Trehorn’s Malibu house he lives in?
This is a really good campaign. I love these commercials! Great character, well done, and Shatner is perfect.
lol, i love that.
“PRICELINE NEGOTIATOR!”
A Movie Dearest blog featured video. See my profile for the link and playlists!
LOL!! It’s funnier how him being 75 and flirt with a 30ish yo lady as if he was 40yrs old…
Anyone know who the girl is?
omg i love erin cardillo=] haha shes on passions<3 esme, she rocks.
It depends on the size of your budget. Certainly anyone who has gone through the Google Advertising Professionals program will have a good idea of how and what to do. On top of that if they have access to sophisticated software and a lot of experience they can provide a healthy ROI.
As I say it really depends on your sector and your budget.
i think you should go to http://www.hanrz.com/advertising/Niche_Based_Pay_Per_Click_Advertising_Sh.html
and learn more about PCC advertising. That was example to you know about niche base…
if you like to know more, you can search it at there…
There are many companies/web businesses offering PPC consultancy and support. Search engine optimization companies often include this service. I suggest you check out their websites and study their offerings.
Bruceclay.com http://www.bruceclay.com/web_ppctoolset.htm charges $14 per keyword per month (even if your spend is thousands of dollars) with a $1750 per month minimum.
Portent Interactive http://www.portentinteractive.com/services_ppc.htm charges a fixed monthly PPC management fee, on a sliding scale based on the amount you're spending on click charges. So if you spend $500-1000/month, for example, you'd pay Portent $500/month.
Other firms charge a percentage based on total click charges. That means you pay for clicks whether they bring you business or not – and anyone can generate traffic.
As for getting customers, then I suppose one way would be to use what you say as your extensive knowledge in PPC in getting customers for your business.
PPC advertising is getting more like SEO now because Google, for example, does not place your advert in the top position just because you placed the highest bid, instead it uses something called "Quality Score" to rank adverts. To get a high quality score you need to bid well, make sure your advert text, headline and landing pages are all relevant to the serach query. This is where a site that is well optimised (SEO'd) will work well for PPC too.
In terms of which provider to use, Yahoo is cheaper than Google as there are less people using Yahoo Search marketing. Although you will get quite a good number of advert impressions in Yahoo, Google will always drive more traffic because it is still the most popular search engine (in the UK anyway). Unfortunately, I have had very little traffic from MSN Ad Centre.
The good thing about PPC is that you can get results quickly and they are easy to track and measure.
Management fees in the industry will vary. Larger companies have a $4000 or $5000 minimum fee – some of these larger companies do not even do a good job or select the right keywords.
The company I founded in 1998 charges a 10% to 50% management fee. Because we are one of the oldest and most experienced firms (one of the first one hundred Google certified) we have a higher management fee on accounts spending under 5000 with both Google and Yahoo.
Typically we would charge a 50% fee under $1000 a month but in this answer we can offer to charge you a 25% management fee or $250.00 per month.
All our Google management programs are built with your specific objectives in mind and include a custom keyword strategy with consulting and daily management of your entire Google presence.
We use a six-phase Google Management Methodology designed to cover the needs of small to small-to-medium-size businesses resulting in increased exposure in Google, lead generation, and/or direct sales. :
I.Keyword Research & Analysis
II.Keyword Strategy Development/Implementation/Execution
III.Submission
a.Free Submit
b.XML Site Map Submit
c.Google Local
d.Froogle for Shopping/E-commerce sites
IV.Sustained Ad Management
V.Site and User Optimization
VI.Reporting & Consulting
If your ROI is poor with PPC, then it means that you are not reaching your desired target audience, or your ad is too broad that what you are getting are clicks from visitors curious to click on your ad but not interested enough to buy. Running PPC campaigns is part science, part art.
Your sentiments are captured perfectly in the article at Internet Retailer magazine (subscribe to this magazine if you are selling on the Internet) "Are these guys making too much money?"
http://www.internetretailer.com/article.asp?id=17744 , which is about the growing frustration of PPC users with the increasing bidding competition, rising prices, but not enough ROI.
The article mentions that there is an increasing over reliance on search for traffic. Here are some other methods you want to try to get more traffic to your site without busting your pockets with PPC:
1. Strive to improve conversion in your site. Conversion is not just a result of how visitors got to your site, but what your site encourages or tells them to do when they arrive on it. Simple things like making the BUY IT NOW button bigger or using red or putting it above the fold may enhance conversion. Or putting your 1-800 number prominently or certifications such as the Hacker Free can induce more confidence into your buyers.
2. Make it easy for users to recommend your site. Viral marketing is very important — and easy to tap on the Web. But give your users the tools. Get a Recommend this Site script from websites such as cgiscripts.com and similar directories of scripts. Some even go as far as giving incentives to those who recommend the site to their friends.
3. Rank well in the search engines (organic search results, not the pay per click). SEs can be a big source of traffic. The key is to create the best content in your niche. If you have good content, other websites will gladly link to you and offer your site as a resource to their audience. Check the on-page factors and be sure to get linked from authority sites in your topic area.
4. Send out press releases. While outfits charge as much as $650 per release, there are free press release submission places on the Web. Press releases allow you to (a) attract media attention; (b) get more back links to your website without sending each website an email request; and (c) get more visibility especially if your press release gets in Google News or Yahoo News.
You can post free ads on the following sites:
http://www.craigslist.org
http://www.backpage.com
http://www.oodle.com
Good Luck!! Also post ads in your local laundry facilities and grocery stores. Place where people are frequently visting.
Enjoy your month!!!
$$$$$$
Google and Yahoo! will usually investigate click fraud claims, if you can point to a specific instance. If you aren't sure how they are taking advantage of you, though, you won't have anything to report.
Also, both have systems in place to watch for a single IP address that keeps hitting a link over and over again. We have received refunds from Google for instances where they informed us we were the victims of click fraud. So it does happen, but it most likely can't happen often enough to effect your budget long term.
When you do get a lot of traffic for a keyword but no conversions, though, consider your ad text and your landing page. Try running your ad groups with several versions of Titles and text, then narrowing them down to the one that converts the most.
As for your landing page, make sure it is all about converting your customer – don't send them to your main page, or even a product page. Create a single page that describes your product and has a strong call-to-action. Be sure not to put any links on the page, other than the one that sends them to the form you want them to fill out or the product you want them to buy. If you ad was good enough to bring them in, and your landing page copy is compelling enough to create a sale, they shouldn't want to go somewhere else.
I hope that helps – good luck!
Currently I believe Yahoo and MSN only allow credit cards. Google allows multiple payment methods depending on certain criteria. I have included a link to that below. If you are referring to smaller PPC engines, you'll have to check with each individual engine.