One of the key parts of making your business work is advertising. It can be trial and error to find what is going to work best for you and sometimes you have to get creative and try new things. One thing to consider is PPC marketing, also referred to as pay per click marketing. This is a way to pull in traffic for a nominal fee. Take a grander at the sponsored links that show up when you perform a Google search. That is typically PPC advertising.
PPC advertising is an affiliate model that uses sponsored links to direct traffic to websites. The advertisers pay the publisher every time that people click on the advertisement. There is a bidding system that determines the exact amount that you pay so it does vary. You would typically be bidding on specific keywords and phrases that are relevant to your market and business. Google AdWords is the most popular PPC system.
PPC may not produce instant gratification and winning in PPC game requires a solid alignment between business strategy, product pricing strategy, website, offers, presentation, and many other technical factors that can make your website the final destination of potential buyers.
The Goals of a PPC Campaign
The goal of PPC campaigns is not just driving traffic but also increasing conversions. This means that a visitor to your site takes some form of action when visiting. Conversion can be anything from placing an order, registering with your website, filling up a simple form or any other actions that potentially increases your ROI.
Note that PPC success is also bound to volume of traffic. In my experience, determining ROI in PPC requires the campaigns to run till traffic reaches a certain threshold. This threshold varies by industry and by types of conversion and website. By getting 200 visitors and 5% conversions, you cannot determine the success or failure of your campaign.
As simple as this subject might seem like, everyday I see our multi million dollar budgeted PPC competitors are bidding on non relevant non sense keywords. When planning your keyword research, try to stick to exact match terms to begin your campaign with.
To invest your money properly, analyze whether or not your chosen keywords are popular search terms, as well as using niche terms. Understanding the types of keywords you use is a crucial step for your PPC advertising campaign.
Simple way is to type the keywords you have chosen into search engine query box to determine the type of your keywords in terms of transactional, informational, or navigational. if you see a lot of directories and blogs in SERP and NO e-commerce advertisers when you type your keyword, then it’s fair to determine that your keyword is not a transactional keywords and most likely will not convert very well for an e-commerce site.
Reverse engineering the psychology of searcher is another method of determining keyword’s category. For example, one searcher who is looking for [Fast Printer] could be looking for a printing company that does the job fast while another searcher might be looking to buy a desktop printer that works pretty fast.
Know your industry well and brainstorm with experts while using keyword research tools such as Google Keyword Tool or others.
Ultimately, after finding your keywords, group them into smaller categories and build landing pages that deliver the exact experience searcher really is looking for. For example, you can categorize your products by:
- Colors: red shoes, red high heel shoes, red shoes for girl etc..
- Material: leather shoes, durable leather shoes, handmade leather shoes etc…
- Location: Shoes in LA, Shoes near los angeles, Shoe store in Santa Monica etc…
- Functionality: Running shoes, climbing shoes, trail shoes etc..
To optimize your ROI, build a specific landing page that is relevant to your keyword and business for people to go to. it would help if your landing page optimally offers some sort of free product or service. Purposefully designed landing page can help you not only make sales but turn those first time buyers into long term and loyal customers.
It’s best to keep your landing pages simple so that the a single call to action is clear and above the fold. Remember that your landing page is there to get customers to take further actions and view your website. Feel free to make the website jazzy and fun!
In example of shoes, you need to build landing pages that are highly relevant to your queries such as a landing page that has a headline like Quality Leather Shoes For All Occasions. Your landing page must show the images of leather shoes and should have an article that talks about benefits of leather shoes with a call to action that leads to a clean shopping path.
When engaging in PPC marketing, pay attention to spending so that you are not expending more money than you are bringing in! Set up something like Google Analytics to help you track the conversions from all of the PPC sources.
There are many free and paid tools out in the market that will simplify this job. However, conversions are the values of your business that can only be determined by you as a site owner not by your agency. Make sure you communicate your goals with your hired PPC professionals and ensure the reports you are receiving contain the values and activities of conversion goals you have set up.
Don’t forget testing & more testing. there is no such a thing as a winning strategy that works for everyone. But there are sets of activities and parameters that can help PPC warriors to get the most out of their campaigns.
PPC advertising can be an extremely profitable and effective method for building long term relationships, attracting traffic, and getting repeat traffic and customers.
You can contact the author for further information in regards to proper account structure, budgeting & bidding models, etc.