Paid Search Engine Advertising Optimisation Explained

The advantages of Pay Per Click (PPC) internet advertising compared with normal promotional is simply this: almost all usual techniques are broadcast methods to users who have shown little interest in purchasing your service. Think order:, :2:4:billboard posters etc. They are all broadcast ads. Sure there some directed than others, if you are selling marketing services to businesses, you advertise in a marketing magazine, but that's a course process these days.

Search MSN for "software" and on the right hand side, you'll see ads by websites who are paying the search engine to have their advert and site listed there on the first page of results. This is Paid Search Engine Advertising and this is why Google is a multi billion dollar firm!

How about someone searching Yahoo for "what is the best van manufacturer"? That's a user that right at that moment in time is interested in finding out a very specific thing. If you expect to produce a product that can help, you'd better hope that you're on the first page of MSN or which ever Search Engine you prefer. What's its value to you to have that person visit your webpage within three seconds of typing that into MSN?

You could search engine optimize your webpage to achieve Better Search Engine Ranks for your keyphrase, but this takes time and effort and a reasonable investment in cash. This is where Pay Per Click marketing really is most effective, and is under used as far as I'm concerned. You could be on the first page of your chosen Search Engine the same day for that search term for a modest budget. In a few days you'd have some indication of how many consumers that will definitly search for that term, visit your site, and purchase your product. This is right on the money, market research for a bargain budget that is impossible to get any other way.

Let's say that the campaign costs you 20p per click, and 500 people click your ad making a combined total spend of 100. Lets say your conversion rate is a reasonable one percent, so you've got five new orders and more importantly five new customers that you can now up sell to. All this for just 100 outlay! How much is your typical consumer worth to you? It's attractive isn't it?

Another important thing to know is how Google ranks the sponsored Pay Per Click marketing ads. In essence it's an auction in real time. The highest bidder comes out on top. If you bid 20p and some other company bids 25p, they will rank higher than yours. It is in fact a lot more in depth than that: if you have a superior quality Pay Per Click ad campaign, it's definitely possible for you to rank above the 25p advert because Google will give performance increases to higher performing Pay Per Click Adverts. The key point is that if your Pay Per Click Advertising Company knows what they're doing with Pay Per Click bid management, it is likely you will get higher rankings (i.e. more traffic) for a lower budget. So your valuable online marketing budget is stretched and you save money. On the other hand, if your Pay Per Click advertising campaign is controlled by someone who has no idea what they are doing, it will cost you real cash.

Here are some of the jobs an expert Google Advertising Professional should be doing (E.g. Intrinsic-Marketing.co.uk who offer Economical Search Engine Optimisation) whilst administering your campaign, and if yours isn't, we strongly propose you get a review of your online marketing campaign today:

First Page Is King - The goal of PPC bid administration is to get on the absolute first page of your Yahoo etc fast. However, where there's more than 8 (normally) even Pay Per Click ads can drop off the first page. Where there's competition like this, there is absolutely no point doing a PPC marketing campaign if you're not on the 1st page, so either boost your Cost Per Click (CPC) values, or forget it.

Tracking for Improved Website Return on Investment(ROI) - This is modern marketing, this is not usual marketing, so use that to your gain. The technology exists to monitor each and every sale and from where it comes. You can know definitely which ad converts to sales and which do not. It's one thing to have lots of people visiting your website, it's another to have a lot of sales. Would you prefer to have for PPC paid advertising: an advert that generates one thousand clicks and one percent sales, or one that generates 100 leads and ten percent sales? In each you gain identical sales, but the first costs you ten times the price in Pay Per Click advertising budget.

Match the Landing Page - A common mistake is not matching the webpage that consumers see when they click your ad, to the actual content of your advert; which should be targeted at what the consumer searched for. This just means that when the potential customer clicks your Ad, they see what they want to. Internet users are lazy! Did you know that 1/2 of all internet searchers leave a website in less than 8 seconds because they don't discover what they expected! This is even more important than Search Engine Optimization Companies

A/B Splt Testing Your Adverts - This is good PPC technique and simply involves having more than one advert and testing which performs best. Let me give you one personal example, we had 2 ads which were the same in every way except the beginning of the title. One began "Learn to Prevent . . ." and the other began with "Stop . . ." Split testing found that five percent of the consumers who saw the "Learn to Prevent . . ." clicked it. BUT 8% of the potential customers who saw the "Stop . . ." advert clicked that one. It won't surprise you to discover that, we abandoned the first one and got a better quality advert which in the end Google promoted to the top ad slot on the page, for the same cost!

Have Many Ad Groups - The first amateur mistake is to group all your keywords together to supply a single advert. This is usually bad. Keywords must be divided into groups with advert text that accurately show the keywords searched for.

Exact Matching/Phrase/Broad - Google Pay Per Click Advertising allow three alternative ways of matching search terms to your keywords, but many online marketers just go for the broad matching option. You could double your Click Through Rate from clever use of the other options which many lazy Google Advertising Professionals don't bother with.