Now when you launch your pay per click campaigns there are some crucial boxes you should tick to stand a better chance of making it work for your internet business. If you don't tick these boxes some of your competitors will certainly get the better of you!
Before we look at these "checklist" points let me provide you with a mini- recap on the basic pay per click mechanics.
Once you have signed up to Google AdWords and created your advert you will pay Google a fee for each click coming from search engine results. Depending on how much a person bids for a keyword over his competitor will determine how high up the advert will be positioned in the search engine sponsored results.
7 factors to help your Pay Per Click campaigns succeed:
Factor 1- Keyword Selection
Select your keywords very carefully and make sure they relate closely to the product or service you are selling. To do this, use Google's free keyword tool and the other free keyword tools detailed on our website; these will help you generate many keyword ideas, show you how competitive the market is for each one and what you can expect to Pay Per Click. You can also select negative keywords (words that you do not wish to have Google show your ad for). E.g. the word " Free". This could save you money.
Factor 2- Know your target audience
Make sure you carry out some sound research as regards to "who your potential customers is." What type of person does your product or service appeal to? Will they carry out a local search, national search or worldwide search to find you?
What you find out will determine what parameters you set in your AdWords campaign for geographical locations and different languages etc...
Factor 3: Make your advert "Relevant" and get your audience's attention
If you can, make sure that your key words are reflected in the header of the advert. By doing so, you stand a better chance of getting higher click through rates for your adverts, as they will be seen as more relevant by your potential customers and indeed Google. Remember, if you can achieve higher click through rates than your competitors Google is likely to lower your cost per click over time. So it is a win- win situation; relevance will lead to more of the right type of customers at a lower cost.
Factor 4: Make sure you landing page is relevant to your advert
After clicking on your link and coming to your website, do not let customers search for ages for your product or service which they were looking for. Remember, make your landing page relevant to your ad otherwise they will bounce right out of your site. For instance, if you run an advert offering a free report but when they click on it there is no free report or it his hidden, they will click straight out. Do not lose sight of the bigger picture; the main reason you want them to click on your advert is because you want them to become your future customers. If they feel lied to in the early stages as your ad does not match your landing page offer, you will lose them forever.
Factor 5: Split Test Your Adverts
Come up with a couple of different adverts that relate to your chosen keywords or phrase and test them against each other. Indeed, Google allow you to split test them in this way in their AdWords platform. See which one gives you the best Click Through Rate and the most customer conversions and then get rid of the underperformer.
Then, repeat the above process again and try to improve on the ad you kept. This split testing will help you increase your Click Through Rate over time and make more money through better conversions.
Factor 6: Do not spend what you cannot afford AND Know when not to compete
When you set up an AdWords campaign you will be asked for a daily budget. It can be very tempting to put a larger amount as it is all very exciting and new. However, this can spiral out of control if you do not budget for what you can afford. There are many stories where certain individuals set their budget levels too, left a campaign to run without keeping an eye on it, only to find out that they had raked up a huge credit card bill when they went back into the campaign. So be sensible and honest with yourself as regards how much money you have to spend.
Another dangerous area is when you get into a bidding war to get to the top spot (No1) for a keyword or phrase. I have seen people spend tens of dollars on keywords to get to the top. However, they could have had the number 2 spot for a lot less and still had as many clicks sometimes. If you obsess about being number one when keywords are more expensive you are likely to be the only loser.
Factor 7: Monitor your performance, keywords and bids on a constant basis
Many people set their keywords, bids and ads and forget about them for a while. This is your money so do you not want to know where it is going and if it has been worthwhile? So go into each of your campaigns on a regular basis and look at which keywords perform well and keep them; get rid of the ones with a poor CTR or no searches (impressions). Similarly, if your CTR's are good then try reducing your bid as the search engine may reward you for this by making you pay less for a click. If some keywords are costing you a lot but have a low CTR you may consider getting rid of them. Google has a wonderful free statistical tool called Google Analytics, which if set up properly, will allow you to track all the above variables and far more. More importantly, it can be set up so that you can assign a value that a customer has if they buy or take action on your website; thus you can see your return on investment for all the keyword searches.
Google AdWords is a masterful and revolutionary system which turns advertising on its head where you only pay if a customer shows interest. Choose your keywords carefully, write a decent ad, have great landing page that matches the ad, set a sensible budget and maximum bid prices, split test and monitor your performance regularly. If you do this it could be the best friend you have in getting you paying customers.
There is much more to be learned about the Pay Per Click world. For further details, and to receive more free online business advice please visit http://www.superteammarketing.com
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