Pay per Click Advertising – Top Five Success Tips

Pay-per-click advertising is a low-cost technique to generating sales that every small business should try. There are several significant advantages. You know that someone is searching for your product online. When they visit your site you know they have an interest and if your website is any good you should be able to convert at least 2.5% of those who click on the link. You can also control your spend down to the last cent – and you can increase or decrease your promotion almost instantly.

Read more: Top 10 Advertising Netwotks to make money with your website

Pay per Click Advertising

When do you pay?

With pay per click advertising you only pay if someone clicks on your link. That means your ad could appear a thousand times but you would only pay when someone clicks on it and visits your web page. You can set the maximum amount you want to pay for a click and that means you could limit your spend to (say) $5 / week if you wanted to.

Pay-per-click programs

The best-known pay-per-click program is Google AdWords but it’s not the only one. Here is a list of links to the major pay-per-click programmes:

http://adwords.google.com

http://advertising.microsoft.com/europe/search-advertising

http://advertising.yahoo.com/smallbusiness

http://sponsoredlistings.ask.com/

There are hundreds of other programmes but it’s usually better to start with one of the major ones to develop some experience. I would suggest starting with Google because it has the largest audience – when you have generated some data you can then test the others.

Here are five tips that will help you get the most of out of Google AdWords in particular and pay-per-click advertising in general:

  • Choose keywords carefully
  • Optimise your landing page
  • Build your keywords into the ad
  • Track your results
  • Echo the searcher’s search term

1. Choose keywords carefully

The Google uses a “quality score” to determine what you pay. If it thinks your ad will relevant to the searcher’s needs then you will pay a low price. If it thinks it’s not relevant it will charge you more – or your ad may never be shown. You need to select only keywords or phrases that your customers are likely to use when searching for your product or service.

2. Optimise your landing page

For the same reason you should optimise your landing pages. The landing page should contain the keyword or phrase that the searcher has used. To get the best results you should set up different ad groups – each with an optimised landing page – for different groups of keywords.

3. Build your keywords into the ad

You ad should also contain the keyword or phrase that searcher has used to find you. If you want to use a large number of keywords you should set up several ad groups and match the ad with the keywords for that group.

4. Track your results

You need to make sure that the each ad is working – otherwise you’re just throwing money away. Google provides a free tracking tool called Google Analytics (http://www.google.com/analytics/) that will allow you to monitor your results.

5. Echo the searcher’s search term

If your keywords are set up for broad match then your ads will be triggered for phrases that contain your keyword. For example, if one of your keywords is “clock” then your ad will be triggered when the searcher types “grandfather clock”. You can have this exact phrase appear as the headline to your ad by using the following code: {KeyWord: Need a Clock?}. Of course you should replace the headline: “Need a Clock?” with your own headline – this will appear if the search term is too long.

Pay-per-click advertising software

I hope to be reviewing a piece of software that will help you get even better results in the coming months. Bookmark this page to make sure you get to read it.

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