Paying for Website Visitors: The Allure of PPC for Small Biz Owners
There are good reasons why many webmasters and website owners choose to
pay for visitors to their website as opposed to the involved and often
grueling method of search engine optimization. Improper SEO may not only
waste time and resources, there is never a guarantee that what your site
is optimized for will result in actual sales or conversions. Choosing Bid
for Placement advertising can help ensure that you get what you pay for
and pay as little as possible to do it.
How You Know if Pay Per Click is Right for You The single biggest mistake
most PPC advertisers make is paying a higher amount for visitors than they
can afford. Pay per click search engines are ideal to generate traffic if
you already know what it costs to generate one sale or conversion. By not
going over their predetermined amount, advertisers can dramatically
increase the likelihood of their websites' success.
High-End Pay Per Click is Not Right For You if? There are millions of
websites online but only a small percentage of these sites can benefit
from the traffic that high-end PPC resources such as Google Adwords or
Overture provide. When it comes to generating conversions from the
top-tier of PPC's, low profit margin categories of business (members of
affiliate programs for example) would do well to avoid higher priced bid
for placement search engines (as bid prices are often too high) and focus
on 2nd tier pay per click services or vertical portals working on a bid
for placement model.
How to Choose A PPC That is Right For Your Campaign When choosing a PPC
campaign for your website, take into account not only bid prices, but
traffic volume, customer service and account management tools.
Check Bid Prices A significant mistake that novice PPC advertisers make is
to jump immediately into the largest advertising networks, namely Google
Adwords and Overture. While these PPC's certainly have the most extensive
reach, bid prices per visitor are higher than any other network and can
easily drain your account before even one visitor converts. Check bid
prices before signing on anywhere and match as closely as possible to what
you have determined you can pay for each website visitor.
Inquire about Customer Service No thanks to their size, larger PPC's
usually have much less attentive customer service (unless you are one of
the larger advertisers - this means spending $10,000 a month or more).
Many second tier PPC's pride themselves on their attentive customer
service. Always ask your PPC company if they can help advise you before
and during your campaign to ensure the highest ROI.
Investigate the "Reach" Bid for placement search engines (PPC) are simply
advertising networks that help you spread your message to their users. As
some PPC networks have greater access to more users, it is important to
investigate the reach not only of their own network but the network size
of their partners. When speaking with sales or customer representatives
ask for a list of their partners.
Top Tips for Success with PPC
There have been many small business website owners who have lost their
proverbial shirts with bid for placement advertising. Case study after
case study has shown that the reason that most fail with PPC is a lack of
understanding on how to maximize the bid for placement model to their
advantage across various networks simultaneously. Here are a few tips to
make the most of an online advertising campaign using a PPC methodology:
1) PPC success resides in your titles and descriptions:
Well-written titles and descriptions can make or break a PPC advertising
campaign the same way they affect traditional search return listings. The
most important thing to keep in mind when writing titles and descriptions
is that you are not only speaking directly to the searcher, you have an
obligation to explain your product or service so that it either elicits a
positive response sufficient enough to motivate them to click or
discourage them from clicking altogether if what you are offering is not
what they are actually looking for. When writing titles and descriptions,
focus on the specifics of what that user will find at your site, i.e.
special deals or discounts, signup information for a newsletter,
registration for an e-book, etc.
2) Use Specific Terms for Specific Pages
By bidding on specific terms related to your business and directing
visitors to specific pages which represent those terms, conversion rates
on this practice increase dramatically. Imagine conducting a search and
finding a great title and description but then having to go through
hundreds of page to locate the information. When "landing pages" are
created which offer information on what the surfer originally searched
for, chances are that they will take the action you want them to, whether
it be signing up for a newsletter or purchasing a product. A common rule
of thumb is to have no more than fifty terms per page that you are
promoting on a PPC.
3) Be Passive or Aggressive, but be something.
Most PPC advertisers are either passive PPC players or aggressive
marketers. The secret behind PPC marketing is that these networks' partner
with other networks to display advertisers' advertisements. So the higher
you bid on a PPC, the better placement you will receive on network/partner
sites. Bidding in this manner makes you an aggressive PPC marketer and the
advantages are many and include - more traffic and more exposure to target
markets.
If a small website (or one of a low profit-margin category of business)
decides that the traffic that each PPC network alone provides is
sufficient, managers of the campaign must be aware of their bid amounts
(overbidding or underbidding) as well as what can afford to pay for each
visitor. Usually the top four positions are where most of the traffic is
received from - the highest percentage of total clicks (thanks to partner
networks). The number of clicks in your account will usually decrease
incrementally based on your bid.
CONCLUSION: PPC advertising has proven to be a productive method of
generating traffic (and more importantly) sales or conversions for many
webmasters and web site owners. If you are thinking about trying your hand
at pay per click, make sure to use the tips outlined in this article and
ask others PPC advertisers if they have any advice!
Thank you for reading this article! If you would like more advice about
PPC advertising, become an advertiser of 7Search.com - where you have
access to 500 million searches per month, low bid prices and free campaign
assistance. Visit 7Search.com today.
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