Pay Per Click Marketing Secrets… Exposed
Think pay per click marketing is pretty basic stuff?
Think again.
At least once a day I find basic points so badly handled that it is OBVIOUS that the company running their pay per click marketing campaign is bleeding cash. Let me share a story with you that happened just a couple of days ago to explain.
My wife were looking online for bi-fold shutters for our bathroom just a couple of days ago. Not finding what we wanted locally, we turned online. To Google.
Typing in “bifold shutters” generated this result…
Okay, if you understand pay per click marketing, you’ll know that the search results on the right hand side are the paid ads, versus the “organic” or free rankings on the left hand side.
Looking at the results page, you’ll note that it breaks down nicely into SEO on the left, and Pay Per Click on the right. Alright, ‘nough said.
Now, we decided to click on the Sears link…
Sidenote: You’ll notice it’s purple, as in “visited” because we hit the back button after about 3 seconds on the site. Understand, this wasn’t the first site we visited looking for shutters. And chances are your web visitors are NOT hitting your site first during their search, either.
Now, I’ll ask you. Why do you think we stayed all of 3 seconds on the Sears site? Have any ideas?
It’s because this is what we found there…
Now let me ask you something. Do you see SHUTTERS anywhere here? Bifold interior shutters? No?
Alright, let me share a little something with you right here. A TIP GUARANTEED to save you money on your pay per click marketing campaign. Are you ready?
It’s this…
People searching for stuff are generally:
- desperately looking for a solution to a problem
- pressed for time (i.e. they are NOT spending hours looking for an answer)
- frustrated by the sheer volume of search results and lack of a clear “winner”
- and are 1 Click away from NEVER returning to your site.
What does this mean for you?
Well, a web searcher is probably not going to land on your site first. By the time we landed on Sears, we had been to 12 other websites. Seriously.
And we hadn’t found what we were looking for, either. So by this time we were pretty frustrated. And tired.
So here’s the money saving tip for you. If you’re not going to hire an experienced company like Success Marketing, LLC to handle your pay per click marketing campaign for you…
For example, we slashed one company’s Adwords budget by 75% and generated the same results they experienced previously. Now we’ve revamped the entire campaign, and they are actually making money.
At least get this part right:
- Make sure your LANDING PAGE displays the item mentioned in your AD.
If you are buying clicks for shutters, there better be some damned shutters on the page when someone lands there, or they are going to leave in about a second. Maybe less.
If that happens, you are blowing your money on nothing.
Period.
Can pay per click marketing work for your business?
Nine times out of ten we’ll say YES. But not if you run your campaign like the geniuses over at Sears. I’ll tell you one thing. Most companies operating like this have more money than brains.
At least temporarily.
Now, if you found something useful, interesting, or provacative in this article, kindly leave a comment. If you’d like help with your Pay Per Click Campaign, here’s what you can do:
- leave a comment with your website and we’ll track you down
- send an email to us at support@bestwebpresence.com. Be sure to include your URL and we’ll get in touch with you.
Not sure we can help?
Well, here’s what we did for one new client. In 14 days we generated the same amount of traffic for his high end service that he did on his own in 22 months. At a fraction of the cost, no less.
Now, what do you think that’s going to do for his business. So the question I ask you is, why would you want to wait to get started any longer?
Next Steps…
Any questions? Comments? Did we hit a nerve?
Drop us a line by leaving a comment. We will reply (here, and by email if you’d like) as soon as we’re able. And if there’s a topic you want us to discuss, let us know.
To receive monthly emails with summaries of all our latest content, sign up for our “Monthly Web Tips” above. Does that sound fair enough to you?
To discover how our web marketing firm can help you with your online presence, traffic, leads and sales, kindly follow the link. You can also review our web marketing services to better understand how we work with clients just like you.
Pay Per Click Campaign Management
Three Essential Pay Per Click Tips
It doesn’t matter if you’re choosing Google, Yahoo or MSN for your pay per click ad campaign. Sure, there are quirks and complexities to using each platform. And just because an ad works for Google doesn’t mean it will work on the other two platforms.
But that’s getting a bit ahead of ourselves here. Before you optimize your pay per click campaigns for each platform, you need to address some basic flaws that 90% of the people typically have with their PPC ad campaigns.
So what are those flaws? They involve…
- incomplete keyword research
- poor pay per click ad campaign structure
- improper target landing page selection and/or language
We’ll discuss each one of these at length below.
Pay Per Click and Keyword Research
Understand this one point. EVERYTHING is driven online by proper use of keywords (or “tags” for social media sites). Organic page rankings (from SEO), social media, and pay per click are ALL based or triggered by keywords.
Rob and I were just discussing this morning how the basis of all online activities for business revolve around keywords and proper keyword research.
In fact, our upcoming program “Keyword Clinic” will not only cover this in greater detail, but will provide a process map for effective keyword research across the three tiers of online marketing activity: SEO, social media, and pay per click.
So, it’s pretty obvious to point out that the effectiveness of your pay per click campaign involves both the keywords you’ve selected to target, and the ones you’ve chosen to ignore.
Here’s a quick tip: in campaigns you’ve run in the past or are currently using, have you targeted common misspellings? How about different variants for spacing, such as
- “pay per click”
- “payperclick”
- “payper click”
Remember, people searching online are NOT interested in grammar. Or spelling.
Add these variants to your campaign and track the results. Chances are your competitors were too lazy to add these to their campaign (or they haven’t talked with us yet).
Pay Per Click Ad Campaign Structure
To get better than average results with pay per click (which is, after all, the name of the game), you need to structure your campaigns wisely.
Why?
Well, chances are your not the only company in your niche/industry using pay per click to generate more business. If you really like to overpay for clicks, it will affect your bottom line.
The idea is to create solid pay per click campaign structure, which will allow you to gradually reduce your cost per click while maintaining solid position with respect to everyone else.
For real.
Here’s a quick snapshot of what NOT to do:
1 campaign, 1 adgroup for the entire campaign, 1 ad, with 100 keywords (or more) stuffed in there.
That, my friends, is a recipe for disaster. And it’s how most people run their campaigns. In fact, it’s also how a lot of companies you may hire for pay per click management will run your campaign.
How do we know? Cause we’ve seen it time and again.
Now, here’s what you should be doing:
1 campaign per product, at least 2 adgroups (or more), split testing 2 ads per adgroup, with no more than 10 keywords per adgroup.
Constantly split test, dropping ads that under-perform and adding new ads to beat your control.
Running your campaigns this way IS more work. But the results will speak for themselves. Here’s a real life case study taken from a client who recently hired us to run their pay per click campaign:
Using another company, their PPC from 11/21/08 to 12/18/08 generated 45 leads at a total cost per click of $5688.76. Their cost per lead was $126.42.
Starting from scratch with us, their PPC campaign from 2/3/09 to 2/28/09 generated 45 leads at a total cost per click of $1584. Their cost per lead was $35.20.
Yes, proper campaign structure makes a HUGE difference in your results. Putting in the time and effort upfront is the best way to generate better than average (if not outstanding) results.
Pay Per Click Target Landing Page
This last issue involves your lead conversion more than generating the clicks in the first place. We’re including it here, however, because getting this right will put more money in your pocket. It will also determine in your pay per click campaign is a winner… or not.
Forget about quality score for a moment. What we’re discussing here is more about business than about your Google PPC performance.
Quality score matters with Google. That’s why campaign structure is so critical (for Google, anyway), and why so many businesses are overpaying for PPC with Google. But that’s a topic for another day…
The focus here is on the web page people land on once they click your ad. Here’s an example of what we’re talking about.
A friend (not client) ran a pay per click campaign about six months ago. She offers a huge range of products, but chose to do a campaign on custom pens.
When folks clicked on the ad, care to guess which page of her website people landed on?
If you guessed her “Home” page, you got it right.
Now, let me clue you in on a little online psychology. Folks are NOT going to connect the dots for you. Nor are they going to do more digging than necessary to find out where your treasure is.
Do you want to know why?
Because everything else is just a click away. They’ll click on the back button so fast YOU won’t know what hit you. So, in her case, you better send people to the page about pens if you’re running an ad about pens. Otherwise, they’ll be outta there and you’ll just keep spend money for nothing.
So, make sure there is a tight relevancy and/or overlap between your ad (the marketing message generating the clicks) and the message on your landing page (the place where you want your visitor to take action).
On a side note, she shut down her campaign a couple of months ago. In her words it was “a waste of money” and wasn’t “working out” for her. Yeah, no kidding.
If you’d like to leave any questions or comments about the article, that would be great. If you’d like us to review your current (or failed) pay per click campaign we’d be happy to talk with you to see what we can do.
You CAN make money and build your business by using Pay Per Click effectively. Hopefully our article showed you a few things to help you immediately.
Stay tuned for other articles on the subject. We’ll also be releasing a DVD soon discussing proper strategies for PPC, covering Google, Yahoo, and MSN. If this is something you’d be interested in, you can leave a comment or send us an email.
Next Steps…
Any questions? Comments? Did we hit a nerve?
Drop us a line by leaving a comment. We will reply (here, and by email if you’d like) as soon as we’re able. And if there’s a topic you want us to discuss, let us know.
To receive monthly emails with summaries of all our latest content, sign up for our “Monthly Web Tips” above. Does that sound fair enough to you?
To discover how our web marketing firm can help you with your online presence, traffic, leads and sales, kindly follow the link. You can also review our web marketing services to better understand how we work with clients just like you.
How One Change Can Impact Your Business Online
You’ve no doubt heard the expression “test and measure.” And if you’re like most of our clients, you’re probably sick of hearing it!
Well, I wanted to share with you some proof (and the power) that this truthful expression can have on your business. I’m going to provide you with a little “behind the scenes” peek at an Adword Campaign we’re running for a client so you can see how this can dramatically impact your business.
By the way, I hope you understand that I cannot reveal his particular niche or product since we have a STRICT confidentiality policy with our clients. It’s actually a two-way street, since by working with us they get some insight into our proprietary methods as well.
Adword Campaign Example
Anyway, the numbers for the latest week are in. Here goes. We made one seemingly minor change to his existing ad. In the original, the benefit statement mentioned that the desired results were possible in 13 minutes.
Well, the ad was pulling real well, especially from the “content network,” but we decided to make the change from 13 to 19. That’s right. We changed just one number in his Adwords ad, and we were curious what would happen to response rates if we changed the number.
Well, brace yourself. Because the results were profound.
On the content network the original ad had a 0.14% response rate. That’s for well over 480,000 impressions. Not a small number, to be sure. With the change we made to the ad, the response rate peaked to 0.41% based on over 80,000 impressions.
Now, I know what you’re thinking.
The test period is only looking at 1/6 the number of impressions, so perhaps the new response rates will dip down to the previous level. Ok, that may be the case. But I doubt it, and here’s why. Soon after we took over his Adwords campaign we were consistenly around 0.14% +/- 0.04%. So when I see response rates like this fairly consistent day in and day out (again, right around +/- 0.05% or so, well, that gets me going.
And check this out.
Why Test and Measure
The response rates are triple what they were. Triple. All from making ONE seemingly minor change.
This is definitely NOT insignificant, to be sure, because it translates to triple the amount of traffic for the same time period. So, for the first run of the ad the site received roughly 660 clicks per those 480,000 impressions. And now, roughly 320 clicks (that’s about half) for 1/6 the impressions (80,000).
Quite simply, there’s power in tracking these numbers.
Now, that’s our passion, so I understand if it’s not necessarily yours. Fair enough. But if you think it’s not important, or necessary… well, excuse me if I beg to differ.
Next Steps…
Any questions? Comments? Did we hit a nerve?
Drop us a line by leaving a comment. We will reply (here, and by email if you’d like) as soon as we’re able. And if there’s a topic you want us to discuss, let us know.
To receive monthly emails with summaries of all our latest content, sign up for our “Monthly Web Tips” above. Does that sound fair enough to you?
To discover how our web marketing firm can help you with your online presence, traffic, leads and sales, kindly follow the link. You can also review our web marketing services to better understand how we work with clients just like you.
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