Pay-per-click or PPC marketing refers to the process to aquiring website visitors by paying for positioning in the major search engines: Google, Yahoo, and MSN. Over the years, PPC as become more difficult to generate a good ROI with primarily due to the fact that over time more and more competitors jump into the PPC game in a particualr industry. When you have increasingly more advertisers vying for searchers you have higher costs per click on average for a particular keyword. For instance, if you are selling flowers online you are probably going to competing with 100 or more other websites all wanting those 1-10 positions in the sponsored ads. But is the smaller advertiser or affiliate really doomed to a fate of ever increasing costs and less if not negative ROI? Actually not. You have to be that much saavier than your competition in a few ways:
1. Your Ads have to be better. You have to test and retest your ad copy until you find the best click-through rates for each particular search phrase. Placing a phone number in your Google ad can be a great strategy to increase calls to your call center. This only benefits affiliates using PPC if they are given a deticated phone number by the merchant and can therefore track sales that way.
2. You keyword research must be more thorough. Your keyword file should be an ever-expanding list of phrases that have either generated sales or traffic to your site, and then ideally resulted in a sale. Analysing your server log files can really produce some good intellegence for your PPC campaigns and that of your affiliates. I love www.RapidKeyword.com, I have used it for years and I haven’t seen anything better for finding and scouring for keyword phrases. The deeper you go in your keyword research the better. All keywords must be tested for conversion rate and whether or not they produce ROI.
3. Landing Page Optimization should be an onging process towards perfection that is never reached. In other words you should always work on your landing pages to make them better and more convincing. I suggest multi-variable testing in order to find the right ad copy, images, buttons, and other features that produce the best conversion combinations. You should also have different landing pages for different keyword groups. Many companies use one homepage or landing page for all their PPC campaigns but this is a mistake. Your various ad groups should all go to a unique, targetted landing pages to give it the best chance at converting into a lead or a sale. Of course you should have a professional web designer craft it for you and the more trust and security you can convey to the visitor the better chance you have at getting them to do an action. (i.e. BBB logo and Verisign logo).
Depending on your product or service will depend on which search engine converts best for you. Your products may convert best on Yahoo and second in Google, third on MSN. In a perfect world, your website or landing page would convert best in Google, second Yahoo, and third MSN because you would have the best chance to get the most traffic to your site at the best ROI. Google current has a 60%+ share of the search market but that could be higher. However, things don’t always work out that way and you have tweak and optimize until you attain the best ROI for all 3 search engine so that you have have wide-open budgets on a daily, weekly and monthly basis.
This is a breif explaination of PPC Marketing, if you would more information or would like a quote on the cost to have Experience Advertising handle you PPC account, please call Evan at 954-662-8010.