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All PPC Campaigns Do Not Lead To Riches
by Riki Trafford
http://www.1dmom.com
If pay-per-click campaigns were as simple as a click away,
then every website owner could make easy money just by
linking an ad to his site. However, a successful
pay-per-click (PPC) campaign isn't so basic. Granted,
carrying out the steps to participate in PPC programs
offered by many search engines aren't hard to figure out;
it's the strategy behind making these PPCs work on your
website that makes the response rate for PPCs reach their
highest potential. Is the average website owner capable of
carrying out a well planned campaign on his own? Maybe, if
he's lucky. But, does luck really make for a great
campaign?
Most of the big search engines have great PPC services.
For example, Google Adwords and Yahoo Search Marketing
Solution (previously known as Overture), go through
the mechanics of how to advertise and submit for review or
activation. With Google Adwords, your PPC campaign can be
up and running in a matter of minutes! Yahoo takes a little
longer because of their human review process. However, this
doesn't mean your campaign will be visible to searchers.
Your ad may not climb positions until way down the road.
Get your plan together before launching a campaign by
following a few basic tips:
- Who's your target? Pick keywords and phrases that mean
something to your market. Many groups expect your product
or service to be presented in a certain fashion. Examine
your list of words and phrases that are commonly used by
your customers to find out their likes and dislikes. This
may clue you into how your customers will search for your
product or service.
- Pick keywords with strongest appeal and track them using
a system like Yahoo Search Marketing Solution and Google
Adword. Avoid jamming your PPC ad with every keyword under
the sun.
- Did you split- test your keywords? Granted, space inside
a PPC ad is limited. So why not use your space wisely by
continually testing which words and phrases actually get the
best results? Perform research by testing out your keywords
in the Search Engine of your choice and monitoring
the results.
- Performance and traffic are not the same. You can
attract heavy traffic but still have poor performance.
Motivate visitors to take action by clearly announcing the
action you desire your visitors to perform. As your
performance rises above your competitor's, this puts you at
the head of the line to purchase better PPC ad positions,
attracting even more visitors who are willing to take
action.
- Link your campaign to "landing pages". Direct clicks on
certain keywords to a specific page on your website. Clicks
on a certain keyword or phrase puts the visitor in a
population that is seeking specific material. Studies
indicate that a visitor's call to action is much higher upon
landing on a page that is most relevant to the visitor.
The best way to get a return on your investment (ROI) is to
implement a well thought out PPC campaign. Learning how to
set up a PPC ad is one thing; strategically planning a PPC
campaign that gets the best bang for your buck is another.
To learn about simpler and typically much more effective PPC
campaigns, visit www.1dmom.com/archive.
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