Paid Search Engine Advertising Optimization Fundamentals

The advantages of Pay Per Click (PPC) internet advertising compared with traditional systems is simply this: almost all traditional methods are broadcast methods to users who have demonstrated next to no interest in purchasing your product. Think flyers through doors, radio ads etc etc. They are all broadcast adverts. Sure there some targeted than others, if you are selling marketing services to companies, you put adverts in a Marketing magazine, but that's a crude process these days.

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

How about someone searching Google for "what is the best truck maker"? That's a potential customer that right at that precise moment in time is interested in learning a very specific thing. If you expect to produce a product that can help , you'd better hope that you're on the first page of Google or other Search Engine. How much is it worth to you to have that potential customer visit your webpage within 3 seconds of entering that into the search engine?

You might search engine optimise your webpage to make sure you have top positions for that search term, but this takes time and a reasonable investment in cash. This is where Pay Per Click marketing really is most effective, and is under rated in my opinion. You might be on the first page of your chosen Search Engine the same day for the search term for a bargain budget. In a short time you'd have some inclination of how many users that will really look for that term, visit your site, and purchase your product. This is up to date, research into your niche market for a small budget that can't be got get any other way.

Lets say that the campaign costs you 20p per click, and 500 people click your link making a combined total spend of £100. And say your conversion rate is a average one percent, so you've got 5 new orders and more importantly 5 new customers that you can now up sell to. All this for just £100 outlay! How much is your average user worth to you? It's attractive isn't it?

One key thing to understand is how Google ranks the paid for PPC marketing Adverts. In essence it's a real time auction. The highest bidder comes out on top. If you bid 20p and someone else bids 25p, they will rank higher than yours. Actually it's definitely more in depth than that: if you have a superior quality PPC ad campaign, it's possible for you to rank higher than the 25p ad because the search engine will give bonuses to better performing PPC ads. The key point is that if your Pay Per Click professional knows what (s)he is doing with PPC bid management, it's likely you will achieve better rankings (i.e. more traffic) for a lower budget. So your limited online website promotion budget works harder and you save money. Conversely, if your AdWords ad campaign is administered by someone who has no idea what they are doing, it will cost you real cash.

Here are some of the tasks a competent Google Advertising Professional should be doing whilst administering your campaign, if yours isn't, we strongly suggest you get a PPC review of your online marketing campaign immediately:

Bid or Don't Bother - The objective of PPC advertising administration is to get on the very first page of your search engine, Yahoo etc fast. However, where there is in excess of eight (normally) even PPC Adverts can drop off the first page. Where there is competition such as this, there is absolutely little point doing a PPC marketing campaign if you're not on the first page, so either boost your Cost Per Click (CPC) settings, or forget it.

Track Your Conversions for Better Website ROI - This is high technology marketing, this is not conventional marketing, so you can use that to your advantage. The technology exists to monitor each and every sale and where it comes from. You can learn definitely which ad converts to sales and which do not. Remember, it's one thing to get significant traffic, it's another to have lots of sales. Would you prefer to have for PPC paid advertising: an ad that generates 1,000 clicks and 1 percent sales, or one that generates one hundred leads but ten% sales? In each you gain identical sales, but the former costs you 10x the price in PPC advertising budget.

Match the Landing Page - A very common issue is not matching the webpage that people see when they click your ad, to the content of your ad; which should be aimed at what the consumer searched for. This simply means that when the consumer clicks your Advert, they see what they expect. Did you know that internet users are lazy? Would you believe that did you know that half of all internet browsers exit a website in less than eight seconds just because they do not discover what they expected!

A/B Splt Testing your Ads - This is good PPC management and simply involves having more than one ad and testing which one works best. Here is one personal example, we had two adverts which were identical in every way except the beginning of the title. One started "Learn to Prevent..." and the other started with "Stop...". Split testing determined that five percent of the people who saw the "Learn to Prevent...." clicked it. BUT eight percent of the people who saw the "Stop..." advert clicked that one. It won't surprise you to discover that, we dropped the first advert and got a better quality advert which in due course Google promoted to the premium ad position on the page, for the same Price Per Click!

Have Many Ad Groups - The first rookie mistake is to group all your keywords together to feed a single advert. This is typically bad. Keywords should be divided into separate groups with advert text that reflects the keywords searched for.

Broad / Phrase / Exact Matching - Google Online Marketing allow three different ways to match search terms to your keywords, but most advertisers just go for the default matching option. You could double your Click Through Rate from intelligent use of the other options which most incompetent Google Advertising Professionals don't bother with.

Visit www.Intrinsic-Marketing.co.uk if you would like Google Advertising Professional about a PPC review of your existing PPC Marketing campaign or you're just interested in someone else managing and running your PPC campaign with our PPC Management services. Get Better Website ROI at www.Intrinsic-Marketing.co.uk, a Pay Per Click Company

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