Introduction to Paid Search Engine Advertising Optimisation

The benefits of Pay Per Click (PPC) paid advertising with the search engines compared with conventional systems is just this: almost all conventional techniques are broadcast methods to potential customers who have shown next to no interest in purchasing your service. Think radio ads, bill board posters etc etc. They are all broadcast ads. Sure there some focused than others, if you are selling marketing services to businesses, you advertise in a Marketing magazine, but that's a course process these days.

Search Yahoo for "software" and on the right hand side, you'll see adverts by websites who are paying them to have their advert and site listed there on the first page of results. This is Pay Per Click Advertising and this is why Google now rules the search engines!

Compare that to someone searching Yahoo for "what is the best van maker"? That's a consumer that right at that moment in time is interested in learning a very specific piece of information. If you expect to offer a service that can helpthem, you'd better hope that you're on the first page of Yahoo or other Search Engine. What's its value to you to have that consumer visit your webpage within 5 seconds of typing that into Yahoo?

You might search engine optimise your webpage to make sure you have excellent rankings for your search term, but it takes time and a sizeable investment of money. This is where PPC marketing really starts to shine, and is under used in my opinion. Your site might be on the first page of your chosen Search Engine the same day for the search term for a very small budget. In a month or less you'd have some indication of the amount of potential customers that will really look for that term, go to your site, and buy your service. This is right on the money, market research for a small budget that you simply can't get any other way.

Lets say that you are paying 20p per click, and 500 people click your link making a combined total spend of £100. And say the conversion rate is a reasonable 1%, so you've got five new orders and more importantly five extra customers that you can now sell to again. All for just £100 spend! What is your average customer worth in total? Isn't this worth it?

Another important thing to know is how the Search Engine ranks the sponsored Pay Per Click marketing Adverts. Basically it's a real time auction. The highest bidder comes out on top. If you bid 20p and some other company bids 25p, they will rank higher than yours. Actually it's significantly more complicated than that: if you have a top quality Pay Per Click ads, it's possible for you to rank higher than the 25p advert because Google will give bonuses to higher performing Pay Per Click Adverts. What this means is that if your advertising professional knows what they are doing with Pay Per Click bid management, it's likely you will achieve higher rankings (read more traffic) for less money. So your valuable online website promotion budget goes further and you save money. On the other hand, if your Pay Per Click advertising campaign is controlled by someone who does not know their job, it will cost you real cash.

Here are some of the tasks an expert Google Advertising Professional should be doing whilst managing your account, and if yours isn't, we strongly advise you get a review of your online marketing campaign as soon as possible:

First Page is King - The key factor of Pay Per Click bid administration is to get on the first page of your MSN, search engine, Yahoo etc quickly. However, where there is more than eight (in normal conditions) even Pay Per Click Adverts can drop off the first page. Where there is competition like this, there is absolutely no point doing a Pay Per Click marketing campaign if you are not on the 1st page, so either boost your Cost Per Click (CPC) values, or there is no point.

Better Website ROI through Tracking Conversions - This is innovative marketing, this is not normal marketing, so you can use that to your gain. The technology exists to track each and every sale and where it comes from. You can know exactly which advert converts to sales and which don't. It's one thing to have lots of traffic, it's another to have lots of sales. Would you prefer to have for Pay Per Click internet advertising: an advert that generates one thousand leads and 1% sales, or one that generates 100 leads but ten percent sales? In each you achieve the same sales, but the first costs you 10x as much in Pay Per Click advertising budget.

Match the Landing Page - A very common issue is not matching the page that users land on when they click your advert, to the content of your advert; which should be aimed at what the user searched for. This just means that when the user clicks your Ad, they see what they expect. Would you believe that internet users are lazy! Did you know that half of all internet searchers exit a website in under eight seconds just because they do not discover what they expected!

A/B Splt Testing your Adverts - This is good Pay Per Click management and simply means having more than one advert and testing which one performs the best. Let me give you one example, we had 2 adverts which were identical in every way except the beginning of the title. One started "Learn to Prevent..." and the other started with "Stop...". Split testing found that 5 percent of the users who saw the "Learn to Prevent...." clicked it. BUT 8 percent of the users who saw the "Stop..." advert clicked that one. Guess what, we abandoned the first one and got a better quality advert which in due course Google promoted to the top advertising position on the page, for the same Price Per Click!

Have Many Ad Groups - The first amateur mistake is to group every keyword together to supply a single advert. This is very bad. Keywords must be divided into groups with advert text that reflects the keywords searched for.

Broad / Phrase / Exact Matching - Google Pay Per Click Advertising allow 3 alternative ways to match search terms to your keywords, but many advertisers just go for the basic matching option. You could double your traffic from intelligent use of the other options which many careless Google Advertising Professionals don't bother with.

Article Source: http://www.a1-articledirectory.com

Visit www.Intrinsic-Marketing.co.uk if you would like Google Advertising Professional about a Pay Per Click review of your existing Pay Per Click Marketing campaign or you are simple interested in outsourcing the whole setup and running of your Pay Per Click campaign with our Services for Pay Per Click Advertising. Get Better Website Return on Investment at www.Intrinsic-Marketing.co.uk, a Pay Per Click Firm

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