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Informative Articles

Business Marketing Strategy
The term business marketing strategy might sound like it is esoteric or stratospheric, so let’s take the mystery out of it so you can devise and implement your own business marketing strategy that fits in to your small business plan. Strategy...
Five Ideas for Unique (and Cheap) Marketing
Home-based businesses generally lack the large marketing budgets of bigger companies, but a smaller budget doesn't have to stop you from engaging in clever and effective campaigns. When marketing on a budget, you need to "think outside the box"...
Incredible Marketing Technique That Always Works
After 5+ years of online marketing and too many years marketing offline to mention without sounding too old here - one marketing technique stands out from all the rest. This one single technique has turned struggling businesses into massive...
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Simply put article marketing is advertising your web site through the use of articles. This choose of advertising is preferable over others for the simple fact that it's free. There are many article directories that allow you to submit your articles...
 
The Truth About Pay Per Click Marketing

The key to an effective Pay-Per-Click program is driving the “right” traffic to your website. Since you pay every time someone clicks through to your site you want to attract only visitors who are interested in your product or service. And you want to be sure that, when they arrive at your site, they can find what they’re looking for— quickly.

CHOOSE THE BEST SEARCH TERMS (KEYWORDS)

Broad keywords (“shoes”) will generate many clicks with little or no benefit. Use specific keywords and phrases that accurately reflect your site. If you offer a product in a particular geographic area include the location
(“men’s shoes Seattle”). And consider the many possible variations (“Italian leather shoes,” “men’s leather shoes,” etc).

For help refining your keywords, try Overture’s Term Suggestion Tool [http://www.content.overture.com/d/USm/adcenter ools/index.jhtml].

WRITE ACCURATE AND RELEVANT AD COPY

The most effective ads communicate a clear message to a specific target audience. Your ad should emphasize the unique benefits of your product or service. Use simple, direct language: avoid gimmicks and jargon.

It’s a good idea to include the search term in your title and/or description. Users will be able to immediately see its relevance to their search. Overture reports that listings which include the search term in both the title and description have a higher click-through rate (more than 50% higher on average).

In Google, ad titles are limited to 25 characters. The two description lines and display URL are limited to 35 characters each-- so you have to be concise.

CONTROL YOUR COST

Most PPC Search Engines let you set your own limits for the cost of each click-thru, as well as a monthly maximum. Start with a small list of targeted keywords and a


few different ads. Then build on those that work best. Of course you can’t control what your competitors are willing to bid so choosing the right keywords for your specific audience is essential.

Just because you can bid high enough for a top position doesn't mean you should. A #1 spot may be less cost-
effective than lower positions due to "compulsive clickers" who start at the top of the links and click their way down.

Some PPC engines share the top 3 listings with their partners so you’ll gain more exposure by bidding high enough for 3rd position or better. But don’t get in a bidding war for your keywords. If they’re too competitive, do some research and modify them so you don’t pay more than necessary.

EXPERIMENT-- AND MONITOR YOUR RESULTS

Try different messages and keywords to see what works best. One advantage of PPC programs is that they track the Click through rate for each ad so you can identify and remove ads that aren’t working.

You can also use unique tracking URLs for each ad to identify how many of your customers clicked through to your site from your ad. Then you can calculate which ads and keywords converted the most clicks to sales.

CONCLUSION

Pay-per-Click marketing is an effective method of driving traffic to your site, but that’s really just the first step. Once visitors arrive, you need persuasive copy, clear navigation and good design to lead them to take the action you want.


About the Author

Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital,
Web Strategies for the Real World.

Engaging Web design
Effective Internet Marketing
Essential Content Management Tools

Visit his site at http://www.resolvedigital.com or
mailto:barry@resolvedigital.com

 

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Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
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Online Behavioral Contextual Advertising and Marketing.
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Employment site for marketing and sales professionals.
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The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
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Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
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