PPC Pay-Per-Click Internet Advertising | Get More Visitors!

  PPC Internet Advertising, is it for you?

Over the past few years Google Adwords and Yahoo Search Marketing have become the most effective way to receive, almost immediately, a steady stream of visitors and income to your website.

With that said, it's also quite obvious that many web sites fail due to a lack of understanding in the importance of the 4 major components of a successful online PPC advertising campaign. Keyword Research, Display Ad Content, Landing Page relevance and Split Testing.  Online  PPC Internet Advertising courses are popping up left, right and centre, all over the World, claiming to teach you the "secret" to making money with Google Adwords. Most haven't even managed their own account correctly let alone anyone else, and rarely do they qualify as Google Advertising Professionals.  While some of these courses DO touch on different strategies for improving your click through rate (CTR) using split testing and the quality of your display ads, they fail when it comes to one MAJOR aspect of Google Adwords, and that is..

  Finding the right keywords and phrases at the beginning!

Without correct keyword phrase research, you're online advertising campaign is destined to fail, no matter how well your ads are written.

Well, in our PPC Advertising Workshops, I will take you through the entire process step-by-step and teach you how to find profitable keywords in the Google Adwords and Yahoo Search Marketing system. I'll also show you what to do that will virtually guarantee you a higher ROI and proven techniques that most online advertisers are not aware of. This includes but is not limited to writing effective display ads, split testing these ads and the importance of Landing Page designation and it's relevance. So the 4 most important ingredients of any successful online PPC Advertising campaign is Effective Keyword Research, Call To Action Ad Writing, Split Testing to minimize losses and maximise the ROI and finally your Landing Page (where they end up initially by clicking on the ad) and it's relevance to the initial query. We will also cover, time permitting, some of the basics of Web Site Optimization that should help improve your natural ranking on search engine free (organic) listings. 

What is pay-per-click advertising?

Pay-per-click advertising (PPC) also known as Search Engine Marketing SEM allows a business to display their advertising within search engine results or on other websites by bidding on one or more search terms and then to only pay for them when a user clicks the advert and visits your web site.

Here are answers to some commonly asked questions about this form of advertising:

How do I control where my advertising appears?

Each pay-per-click provider  allows a business to advertise on their network on the specific keywords or phrases that they choose. Most providers also offer a range of matching options such as broad, exact and phrase marching.

How are advertisements positioned?

In most cases an advertiser's position within the search results is determined by how much they are prepared to bid for each click through to their web site and for Google, their Quality Score. Google AdWords considers the relevance of an advertiser's advert text and website when ranking together with the CTR (click thru rate).

How much does it cost?

This will vary depending on how much an advertiser is prepared to pay for each click and the number of clicks they receive. In some markets with high value orders, (such as legal, property or financial services) advertisers will be prepared to invest more than in lower cost markets.

Will it cost me more if competitors keep clicking on my ad?

Click fraud, which describes any activity that generates visits and spend through your PPC adverts from either competitors or other users who are not likely to be potential customers, is a serious issue that the main PPC providers are keen to combat. It does happen and there is no fail safe method of identifying all 'fraudulent' traffic through your PPC advert, but all the main providers do have software in place to identify repeat usage or unusual behaviour and they will credit these clicks that result from such activity. However, a certain percentage of irrelevant traffic does have to be built into your spend and it is more important that the overall campaign remains cost-effective.  Viewing web logs to determine source and IP address of visitors is one way of determining if click fraud is present.

How do I measure the effectiveness of PPC Advertising?

You use the supplied 'conversion' tracking code which registers when an online enquiry or an online sale has been made as a result of the advertising. This allows the cost per enquiry or sale to be established, and for the most effective keywords to be identified, although it does not measure any offline or email activity that may have been generated, nor the effects of any brand awareness or repeat business that may take place.

What common mistakes do PPC advertisers make?

Despite being simple to set up, making the the most of pay-per-click advertising is a complicated and time consuming process - here are some common mistakes new advertisers make:

• Targeting very general keywords - for a business which a localised or specialised, offering targeting keywords which are too general will lead to paying for a proportion of clicks from visitors who may be unlikely to make a purchase or enquiry.
• Not targeting a wide enough range of keywords - many advertisers target a small range of the most obvious keywords and as a result there is often much less competition for more specific or less obvious terms, resulting in lower costs. These type of keywords are often searched for by users who have refined their search and may be more likely to make a purchase of enquiry
• Bidding more than is cost effective - in some markets there is a great deal of competition to be ranked highly for the most obvious keywords, which can result in a bidding war and advertisers moving past what is cost effective for them.
• Not considering the target website - often a large amount of money is invested in the advertising with little thought given to the process and decisions a user will go through once they reach their site. Making the visitor's journey simple, establishing credibility and providing key information on products or services can all help to convert the visitor into a lead or sale.
• Bidding on your competitors web site name - Yes your ad may appear but so will the competitor and due to relevance you will get a lower CTR (high impressions and low clicks on your ad) and be paying more for that keyword or phrase

The 4 Components of a successful PPC Pay-Per-Click Advertising campaign are:

• Correct Keyword & Phrase Research targeting your specific products and/or services
• Correct Display Ad writing and effective call to action phrases/statements
• Correct Landing Page contents that are relevant to the visitor for the best result
• Correct Monitoring & Split Testing of Ads to minimize costs and improve ROI

Our PPC Advertising Workshop is run by a seasoned Industry Professional that has managed successful Sales, PPC Advertising & Marketing campaigns for many various Industries. Joseph Barrington-Lew has spent some of those years lecturing about many complicated subjects and his reputation for keeping the complicated simple, will, I know be appreciated by all. Easy to follow Workbook with notes and a limited group size will ensure you leave this 3 hour workshop confident you will be able to set-up your own online PPC Advertising Campaign when you return to your office or home. Register your interest in attending the next PPC Advertising Workshop here. Reserve your seat NOW! 

Pay-per-click strategy

To help you with your decision whether pay-per-click advertising (PPC) is suitable for your business, we have provided a more in-depth look at the strengths and weaknesses of this medium.

PPC Advertising has a number of strengths compared to other marketing methods and they include:

Targeted

As with all forms of search engine marketing, the main benefit of PPC advertising is that it is targeted at people who are already looking for your products or services at the very moment they see your display ad, meaning they are more likely to be interested in your offering.

Cost-effective

PPC advertising requires very little investment or time to set up, if done correctly, making its use realistic for any size of business. As the cost of the advertising is controlled by how much a business is prepared to bid, in some places PPC is very cost-effective, although as competition increases, it will become less so.

Measurable

Conversion rates from PPC leads can be measured, at an instant when some tracking code is added to a web site, so that you are able to calculate the cost per sale and conversion rate that pay-per-click internet advertising is giving you. This makes an effective PPC campaign very easy to justify compared to other forms of advertising. You can also monitor click through rates (adverts served vs adverts clicked) to measure the effectiveness of your advertising messages.

Immediate

You can set up a PPC campaign almost immediately with Google AdWords and within a few days with Yahoo! Search Marketing. All the marketing tools are supplied FREE to allow you to control your budget and bid levels online. This means you can easily alter your activity and spend in line with business objectives such as market penetration, sales promotions and seasonal variations.

However (PPC) Pay per Click Advertising can also be a highly complex project, which can present a number of business issues:

Intensive Management may be required

Bidding against competitors, testing strategies and monitoring budgets all require significant management skills and time, if not done correctly. In order to gain the very best ROI from your efforts is to do it right the first time.

Not all clicks are equal

Making sure that the people who click on your ads are likely to generate a lead or sale is critical to the success of a pay-per-click campaign, and there are a number of pitfalls to watch out for. Bidding on very general keywords by an advertiser in a specialist sector of a market may well lead to a high level of clickthrough cost from unlikely customers.

Targeting the right kind of user in your ad text is also important and it often pays to be specific in what you are offering. Once a user clicks through to your site, it must actually provide them with a relevant offering, providing a specific landing page and improving the user's confidence in you and your product and/or service would more than likely help lead to a positive outcome and improve your ROI.

Multiple clicking by competitors

There is some concern that competitors may spend time clicking on your adverts in order to increase your costs. Google AdWords publish an FAQ page stating that they use a number of methods to deal with this (likely to be monitoring of IP addresses and click patterns). By using a tracking URL this can also help identify suspicious traffic.

Yahoo! Search Marketing does not currently detail the figures that they take, however they do state that it is a major priority for them to combat click fraud and are likely to use similar software to other Search Engines such as Google. Whilst it is clear that the major providers are putting security measures in place, it is still possible to assume that you will still receive clicks from your competitors and this will need to be built into the cost of any PPC campaign.

How sustainable is it?

Many other methods of web promotion allow you to achieve sustainable results without investing large sums of money (although hard work and shrewd decisions are almost certainly required). (PPC) Pay-per-click is very much like traditional advertising in that as soon as you stop investing in it, you will lose any benefits you may have gained, immediately. In some areas the marketplace for keywords has become very competitive and will become more so, as new businesses start to use the medium, meaning that over time it may become less cost effective, so the time to begin is NOW!.

REMEMBER: The tuition for this workshop and all travel expenses are 100% completely tax deductible, as a business expense! (but please confirm with your accountant)

Can you or your business afford to pass it up?
In fact . . . what happens if your competitor comes and you don't?

We've made it all so simple. All you need to do is...

Click here to express your interest in attending the next PPC Advertising Workshop