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3 Proven Free Marketing Methods Guaranteed To Improve Your Website Traffic
3 Proven Free Marketing Methods Guaranteed To Improve Your Website Traffic Why would you pay for advertising if you could just get it for free? Well, the truth be told, most free advertising methods are mostly alot of hype. You often get what you...
A Marketing Lesson From TV's The Apprentice
Advertising and marketing are creative disciplines. That's one reason I love being a part of the marketing industry. Finding creative solutions to help clients sell their products and services is a fun way to make a living. Having said that, I must...
The Mighty Marketing Newsletter
For many companies and organizations, it's a powerful marketing tool that attracts and retains customers. I'm referring to the dependable, hard-working newsletter. On the subject of newsletters, guerilla marketing guru Jay Conrad Levinson...
Top 7 Reasons Why You Should Be Promoting Guerrilla Marketing Bombshells
Top 7 Reasons Why You Should Be Promoting Guerrilla Marketing Bombshells by Sid Hale You probably heard all of the buzz about Guerrilla Marketing Bombshells (GMBS) during the pre-launch.  Billed as "the world's first Guerrilla network ...
Why Most Marketing Videos Don’t Work
Every now and then I will meet someone who has commissioned a marketing video that did not work for their company. It is a sad state of affairs and it is avoidable. Over the years, I have been given many failed corporate communications videos to...
 
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

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
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Marketing - Wikipedia, the free encyclopedia
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Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
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Marketing Magazine - Marketing News - Brand Republic
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Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
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BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
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
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
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USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
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ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
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Direct Marketing Association: Telephone, Mail & Internet Marketing
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