The Secrets to Launching Winning PPC Ad Campaigns
By Stu Leventhal - Guru Marketing Tips Editor
By Stu Leventhal - Guru Marketing Tips Editor
PPC Ad Strategies are complicated. You have to do a lot of testing to find out what works for you and your business.
So, what is Pay Per Click (PPC) advertising and promoting?
PPC is Paying for a Click! The good news of course is that you can afford to pay for folks to click thru to your website pages because the PPC clicks are inexpensive!
You can convince search engines to recommend your site to their searching customers with Smart SEO or you can try to tell people about your website on your own, without relying on search engines. I suggest you do both plus do anything else too that may get the word out there about what your business supplies.
You can buy advertisements online in cyberspace as well as take out offline ads that promote your website, telling folks all that is wonderful on your website or you can attempt to leave links in key places all over cyberspace that point people towards your website, blog and their fabulous pages and posts. Buying ads costs money. Posting all over the web takes time and you have to develop your creativity to post competitively. So do you have more time to write well and create videos or more money to pay for ads and commercials?
PPC Advertisements are inexpensive, affordable ads because you only pay if someone clicks on your ad. You do not pay for all the viewers that see and read your ads, just clickers. If they click then it is generally considered that your ad did its job and convinced them. Most PPC ads send the clickers, often referred to as paid traffic by IM internet marketers, to a special webpage where there is a sales pitch offering something or trying to convince the visitor to buy something. Usually the sales page or sign up form is on the company’s main website, often called a landing page or a squeeze page.
The squeeze page attempts to first get contact info from the visitor so the company has a way of contacting the visitor in the future and thus can pitch other products and services to the clicker of the PPC ad. The Landing page also tries to close a sale or move the visitor (clicker) further to the next convincing step towards making a decision to buy.
Again, it would always be best to get traffic and business leads to your website and your web offers, by using many methods; blogging, social media posting, publishing articles, commenting on forums and in chat rooms, posting videos, sharing photography etc. You want to address as many audiences as possible wherever they are hanging out. PPC ads allow you to have great visibility on many stages.
You can pay for your ad to show at the top of a Google Search result page for a popular keyword search. It would take you many months and lots of SEO work and content creation to rank your web page on that same search result page for that particular keyword search phrase.
“How much would the PPC ad cost?” You ask.
That is the beauty of PPC, you set the price, you bid and delegate the maximum amount of money you want to pay for the Pay Per Click Campaigns you start.
One can only write so many articles, leave so many comments and take and share so many photos and videos. Paying quality copywriters, pro photographers and quality video producers to create, write and post for you gets expensive. This is why you have to filter in some paid, bought, inexpensive advertising too.
You need your ads in ideal places to get lots of visitors to your site and to build your brand image up. Literally trying to publish free articles, blog posts and commenting everywhere you need to be online, would be impossible.
I say free is free and therefore every business and service pro should take advantage of all the many opportunities of free stuff they can do online to promote. Still paid ads can bring you instant sales and very targeted leads.
Getting people, visitors and prospects, coming from multiple locations is always better than just getting traffic from one or two or three main places. If your traffic slows, from your main sources, your business won’t come to a screeching halt because you still have visitors coming to you from all your other traffic sources.
Once you know an online audience is filled with people that would want your products or services then you have to plan how to get that audience’s attention. You have to lure the fans that are enjoying their time on another popular website and convince them to click on over to your website. That is not easy! So why pay for a month of advertising time to show your ad on a website, if you could make a deal to only pay when a person actually clicks on your ad?
Can you see why paying for just clicks may really cut costs down for you? Bear in mind just because someone does not click…does not mean they did not notice your commercial, ad or logo. Yeah, you are getting exposure from everyone who sees your PPC ad, yet you only pay if they click. That is a pretty good deal!
Many marketers try to guess whether they will get more business from buying space and time on a website or via PPC ads. Which type of ads will send the most people to actually buy something? PPC ads are not going to get clicked unless the person clicking has a real interest in finding out more. This means a clicker is motivated to buy now or is considering buying soon. Now that is a good lead!
No one clicks on ads they are not interested in. Therefore, PPC ad clicks have a high rate of converting into actual sales, customers and clients especially when you have an e-commerce website.
How do you get the best people clicking on your PPC ads?
Remember that online, your ads are in competition with all the other ads online. Plus people do not like ads and thus many of us have learned to zone ads, of any kind, out of our mind. We can ignore ads on a webpage when we wish to.
That being said, you now realize that your PPC ads have to be crafted well if anyone is expected to pay attention to them. First off, you have to catch people’s eyes the same as any ad or commercial captures people’s attention but there is an added faction to the success equation...
You have to be honest!
Yes, you must be more straight forward that with usual commercials and advertising. You do not want to fool or trick people into clicking on your ads because you are paying per click. You ideally only want people to click that are potential clients or customers, people you have a good chance of selling to.
Pay Per Click (PPC) ads are used to create targeted email lists fast. Your ads send clickers to your page which requires the visitor to give you their name and email address in order to unlock the content or to move forward with ordering or with requesting more info.
If you learn how to collect emails and thus build a quality email list up quickly, you could be sending your website lots of traffic just by sending out emails and newsletters that notify folks each time you post or publish something new on your blog or website. It is hard to notify people about what your company is doing without their email address and permission to email them. Remember spamming is against the law and so sending un-asked for, unwanted emails can get you fined.
You can also post on all your social media accounts that you’ve added an article or a special feature to your website or blog and thus get traffic from all of the popular social stages too.
PPC saves you time. Think about web searchers searching for a particular topic or asking a question or looking to solve a pressing problem. Searchers get recommended webpages to go to by search engines. Your website may not be getting the search engine love you’d like. SEO can be expensive. With a PPC ad you can position your ad on top of the websites the search engines like Google recommend. Now your website is in the eye sight of searchers seeking exactly what you provide because you chose the keyword search phrase where your ad appears. But Paid Per Click Ads can be purchased on most popular websites, blogs and even on social media sites too…not just from search engines.
Online Advertisements can be set up to send people directly to any webpage on your site with just a click. PPC, pay-per-click ads, are very affordable if you use a smart traffic targeting plan.
Online ads like Offline advertisements and commercials, should always tell folks about your website using glowing descriptions and teasers and special offers. You want people to act right now when they see your ads. Assume that people that do not click are not coming back to click later!
Now of course, just getting people to look over your website does not sell your services and products. Therefore you need to be very happy with your website before you start doing all kinds of things to promote the site, especially paying for advertisement. Your site needs to be a special place that visitors will appreciate. Once there, they should not soon forget their visit with you.
IMPORTANT: Website traffic is generally considered your website’s audience, fans, visitors and followers. Many count web page traffic numbers by the amount of folks that click onto a webpage but others do not count the traffic unless the visitor actually stays a little while or participates on the web page. Did they buy anything? Did they request more info? That is how you should judge or rate the success of your PPC campaigns.
Can you see why one day a search engine might rank your webpage on page one of their recommendations and within just a few days your page ranking could drop to page three or four? It is because millions of website owners, all over the globe are adding new info all the time. A search engine may deem your info out dated because some breaking news on your specialty topic or industry is trending. There are many reasons why SEO generated traffic may dry up. This is why just relying on SEOs and content marketers to get you leads and prospects is not enough… They just are not sure enough things.
You, of course need to conduct business every day regardless of how search engines are ranking your site any given day. This is why every business must create multiple ways of getting people to check out their website an offline stores, showrooms and office addresses too. Usually this requires buying at least some ads.
Yes keep publishing blog posts and leaving links on social media threads too but paid for ads are the most reliable form of traffic on the web.
TIPS: Just research to find all the places online where the traffic that you want is already at. Then put some inexpensive PPC, pay per click ads on those sites with links to a very well-crafted page on your website. Start out by bidding low for any search engine keyword search page ads. In this way, you only pay if someone actually clicks thru on your ad. The only people that would click usually are folks that are truly interested in what you supply.
Obviously if what you are selling is of a very high price item like a boat, jewelry, a car or house, this could work out nicely. When your products are inexpensive; I recommend offering a package deal for buying larger quantities when using PPC ads. Offering a deal for a dozen, lowers the price per unit of each sale because you are in affect making twelve sales per PPC click through order.
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