Pay Per Click Advertising: How to set up an effective campaign.
Pay per click is a good way to bring visitors to your site, but only if you know what you are doing. Otherwise it can be a huge waste of your money and time.
Pay per click or cost per click advertising is essentially an auction of keywords (more on that later) where you bid against other advertisers in order to have your advertisements shown to the most internet users. This is usually based on what an individual user is searching for on one of the search engines.
This is why you have Google pay per click advertising with Adwords and Bing pay per click advertising using their platform. There are other pay per click programs out there but these two are fine for our introduction into pay per click advertisements.
Let’s start by setting our goals for our pay per click program. Are we just trying to get visitors to a landing page or are we trying to build overall brand awareness. It does make a difference what your goals are in a pay per click marketing promotion, especially as you design your online advertisements and landing pages or website.
Once you know what your goals are and have your landing page or website set up for your pay per click advertising program you can work on setting a budget for your advertising campaign.
Your budget will go a long way to determining the visitors you get to your site. We recommend starting slow. You want to test a number of advertisements, keywords and landing pages to determine what gives you the best results in your pay per click program. We talk more about that later, for now just remember your initial budget for pay per click does not have to be your final budget.
The next thing you need to know is what keywords to focus on. This is huge and easily as important as your advertisement itself and your landing page. Choosing the right keywords can also have a major impact on your budget as some keywords are much more expensive than others.
We like keywords that are not heavily bid on so we can keep our cost per click down and highly target the traffic we want to drive to our site.
The easiest way to find keywords is to use a keyword search program. This is about the only way to know for sure how many times a keyword or phrase is searched for. Yes you could just enter in a bunch of words into your pay per click program and wait to see what the bids are. This would give you an idea of how popular individual keywords are but there is a better and faster way.
Below we have provided you a keyword search program. Try it out.
When it comes to your actual advertisement you need an attention grabbing headline for your pay per click internet marketing campaign. You can use your keyword searches for this but another way is to see what your competition is doing.
This is especially useful if you are just starting your marketing campaign. Search for the product or service you are selling and see what advertisements come up. Keep in mind, just because they come up does not mean they are good. You need to see which ones would get you to click on them. Those may be the best pay per click programs.
You can start by using these advertisements to build your ad headline but don’t copy them word for word.
You can also get an idea on what to put in the pay per click advertisement copy by seeing what your competition is focusing on. Again, don’t just copy them.
You need to create at least three different advertisements for your initial campaign. This will help you when it comes to refining your pay per click program later by seeing which ones get the most clicks and conversions.
Your landing page is really important, this is what is responsible for your actual conversions. If possible use different landing pages to see which ones perform better. You can see what your competition is doing here also if it helps. Again, don’t just copy them. Stand out.
There is a lot that goes into a successful landing page, we are not going into that in this blog but will discuss it on our website.
Now all you have to do is evaluate the performance of your keywords, pay per click advertisements and landing pages. Over time you will get an idea of what is working and what is not.
Once you know what is giving you the best click troughs and conversions you can ramp up your budget and hopefully watch the sells come in.
If you are not getting conversions, then don’t increase your budget. If this happens you may need to go back to the drawing board with your advertisements, keywords and landing pages. Or, you may have to take a hard look at the product or service you are trying to sell.
Don’t just throw money at your pay per click program if it is not working.
We recommend starting with Bing pay per click advertising, they seem to have a little cheaper keywords as compared to the Google pay per click advertising program.
There is a lot more to learning about pay per click advertising, internet marketing and building a web based business in general.
If you want to know more and get access to our free training videos, CLICK HERE for more information. There is a lot of knowledge out there an our program has put it together for you on one site for your convenience.
Good luck and keep marketing.
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