| Want to reach millions of your best prospects looking | | | | 1. Display Your Ads in the Search Network |
| for what you're promoting in minutes? You can do | | | | Google's PPC advertising, called "AdWords", can |
| this profitably with Pay Per Click (PPC) advertising, | | | | display your ads in their search engines and the |
| also called sponsored links, located on the right hand | | | | "Content Network." The content network displays |
| side of a Google, Yahoo or MSN search. Placing PPC | | | | your ads within other people's websites, which has a |
| ads is fast, easy, targeted and cost effective - if | | | | poor Click Thru Rate (CTR) and sales conversion |
| done right. | | | | rate.. |
| Your classified-type PPC ads are displayed when | | | | 2. Split Test for Instant Market Research |
| someone does a search that matches the keyword | | | | Always run two equally rotating ads for every ad |
| categories you want to reach. You only pay a fee | | | | word group so you can see which ad yields the |
| when someone clicks on your specific ad. Cost per | | | | highest CTR. Subtle differences in headlines, words |
| click (CPC) range from .05 to way over $5 per click. | | | | used, order of words, capitalization, etc., play a HUGE |
| CPC is determined by the competitiveness of the | | | | difference in CTR. I have seen CTR rates differences |
| keyword phrases and factors described below. | | | | of 300% from small changes. Google reward you |
| PPC Ad Strategies for Profit | | | | with higher position on the page for a LOWER CPC |
| PPC ads are an ideal bridge strategy (until your | | | | when you ad has a higher CTR. More traffic for less |
| natural ranking campaign kicks in) to pursue less | | | | money plus instant market feedback on your offers. |
| competitive phrases, promote special events and | | | | 3. Do Not Pay For #1 Position |
| target specific geographic regions. | | | | Your best return on investment (ROI) for click-thru |
| Let's say you want to promote a Dinner Theater | | | | rate (CTR) and CPC is usually position 3 - 5 on the |
| & Wine Tasting Tour, you have 20 spaces open | | | | page, and cost 25% - 100% less per click then |
| and know your best clients come from nearby | | | | position 1, without a big difference in CTR. By |
| affluent cities. With PPC ads, you display various wine | | | | tracking your ad campaigns, adjusting your CPC and |
| tour promotions, target different keyword phrases, | | | | "split testing" your ad copy, you will find the best |
| try different text ads and your ad only shows up | | | | ROI. |
| when someone did a matching keyword search in | | | | 4. Display Your Ads by Geography |
| your target cities. With real time results, you'll know | | | | Geo-targeting allows you to select specific geographic |
| fast what combination of keyword phrases, ads and | | | | markets, which lowers your CPC because of fewer |
| cities has the highest click-through rate (CTR) for the | | | | competitors. You can also increase your conversion |
| lowest cost per click (CPC). | | | | rate because your ads are only displayed in the best |
| When a prospect clicks on your ad, send this highly | | | | prospect areas. |
| qualified lead direct to your specific web page about | | | | 5. PPC Warning |
| that tour for more info and reservations. This | | | | You can waste a lot of money fast if you don't |
| strategy yields a higher sales conversion rate | | | | follow these tips. Do not follow the default settings |
| guaranteed. When you fill the trip, just turn off the | | | | and daily budgets Google or Yahoo recommends. |
| ads. PPC is not difficult to learn. But there are | | | | Monitor your campaigns regularly, set a daily budget, |
| nuances you must know to make PPC really work | | | | fine-tune your PPC adword groups and make sure |
| and avoid expensive mistakes. | | | | your marketing message converts these website |
| Five Critical PPC Tips to Maximize Your Return On | | | | visitors into prospects and sales. |
| Investment | | | | |