Tips for effective pay per click advertising
Written on 3:04 PM by Faraz Uzzaman Khan
If you are running pay per click advertising campaigns and more money is going out than coming in, something is not right. Here are some tips to ensure effectiveness and minimize costs.
*Choose the right keywords
Let's just say you have developed an amazing diet drink that is safe, effective, tasty and will guarantee that people will lose 15 lbs in 30 days. You know you have a product that is a winner and are excited about marketing it on the World Wide Web. However, you are relatively new to the Web and pick keywords that are too general and thus expensive like 'dieting' or 'weight loss'. Not only are you perhaps disappointed by your PPC advertising results but it will likely be draining your bank account. This is why niche keywords are so important. Look at bidding on keywords such as 'weight loss supplement' or 'weight loss drink'. Go to Overture or Word Tracker and find keywords that are more niche oriented and not so competitive.
*Make your ad attract attention
It is worthwhile to spend some time learning about effective copy writing. It could be the difference between mediocrity and success. You want to know how to get someone's attention. Unfortunately saying "I have the best diet drink on the planet" doesn't work. You have to motivate and inspire people to take their time to look at what you have to offer. Also, in pay per click advertising you have to do it in very few words. This can be a challenge. Use the words that sell or attract or grab someone's attention like "Must see", "Quick results", "New…", "The truth…", "Groundbreaking…", "Instant…"
*Double check your URL
Sounds like a no-brainer but many times people either misspell their URL or send someone to their home page instead of the page that directly relates to their question. In other words, you may have a website that is dedicated to weight loss but in your pay per click advertising, you want to direct them specifically to your diet drink. So, you would want your URL to read http://www.myweightlosssite.com/dietdrink.html. There is nothing more frustrating to the website visitor than having to go hunting for the information. Your job is to make it easy to find and informative. If they have to look long, they will leave. These are dollars lost to you.
*Check out the competition
It is likely that your competitors who have a high PR (page rank) and continue to advertise, are doing something right. Learn from those who are successful. While the differences may seem subtle to you, in the World of PPC advertising a single word or sentence can discourage or invite a potential website visitor.
*Choose a good title for your PPC ad
Plain and simple: Use the keyword that is being searched. Don't get fancy or creative here. If someone is looking for a diet drink then your ad title is 'diet drink'. Give the website visitor what they want.
*Move away from the bidding war
Try your best not to get caught in the bidding war game. There are plenty of ways to drive traffic to your site without spending a fortune. General keywords will always have high prices like 'dieting.' Don't fall for the trap. Most refined keywords will have lower priced bids but are excellent because they will target your traffic. A Website visitor may only be looking for diet recipes and dislike diet drinks. They are not your customer. Same for the website visitor who may want to tone-up while they are dieting. The more specific you can target your market, the better you will do.
*Two often overlooked PPC advertising tips
1. If all the bids are around 25 cents and the lead bid is at $5.00, you know someone is trying to own the number 1 position. If you want to have fun, bid $4.99 and they will get nailed $5.00 for every click and you will only pay 26 cents if they click on your ad. Warning: if you want to play this game, keep an eye out so they don't drop their bid.
2. Keep any eye on all of your bids. People do change what they are willing to bid on any given keyword or search term. Carry out an overview every few days.
*Final tip
One last key to good pay per click advertising is testing your ads. You can set up two different campaigns and rotate them for the same period of time. What you might learn could surprise you and benefit your bank account!
Good luck with your PPC advertising!
