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Pay Per Click (PPC)

Management

Maximising ROI on your PPC Advertising

When a person makes a search, next to the 'natural', free, search results that are displayed, there are also some advertiser listings that are charged for.

PPC advertising includes services such as Google Adwords and Overture (now owned by Yahoo). A PPC service charges you for each visitor that 'clicks' on your advertisement and therefore goes through to your site.

PPC is can be a workable, scalable and highly cost-effective means of driving visitors to your website - it is suitable for virtually any sort of business

Some people waste money with poorly set up PPC campaigns

It has been said that PPC advertising is very different from the type of advertising that you can 'set-and-forget'. It is a dynamic medium which can require constant adjustment and fine-tuning.

Why it take time, effort and skill to successfully use PPC

(a) Advertisers have to bid against one another to see who gets a higher (more prominent) position - and therefore is in a position to receive a greater number or 'click-throughs' (the visitors the go through to your website) and therefore higher website traffic (which equates to higher sales if done right). Bids need to be monitored constantly so that you don't overpay.

(b) You have to choose which keywords to use in order for people to find you. (Your ads will only be displayed when the searcher enters the keyword phrases you have specified) - And as you will have read in the keywords section... All Keywords are Not Created Equal !

Some Notes on Designing Pay-Per-Click Campaigns

Bear in mind the previous keyword suggestions when configuring a pay-per-click (PPC) campaign. It’s especially useful to be able to discover low competition relevant keywords – as it will translate directly into a lower, more efficient advertising spend and a higher return on investment (ROI).

A tremendous advantage in using Pay-Per-Click campaigns is that it is possible to target many more keywords, and a cost is only incurred when a person clicks through to your site. This really opens your opportunities for discovering creative ways of reaching potential customers.

Vary and Test Your Bid Amounts

Depending on which search engine you’re using, also experiment with the bid amounts and ad ranking. There is quite a lot of room play with here in achieving and maintaining a strong ROI – especially with ease with which you can define new keywords to target.

Get into the Mind of Potential Customers

It is worth re-emphasising that people search for many terms on the internet. When you specify your PPC keywords you can use quite specific terms. Be creative in how you think of all the different needs or problems that people may be searching for a solution to — those that your product or service may help with. There is plenty of scope for you to be able to discover a source of new business that your competition simply haven’t thought broadly or deeply enough to tap into.

Fine-tune and Test Different Ad Copy

Also, even though your pay-per-click ad may be small, it is crucial to ensure that its copy is fine-tuned. You can try different variations or styles of ads for different keywords and demographics and see which ones work best.

Do your own Visitor Tracking

Although most Pay-Per-Click engines will have their own results reporting, you’ll probably benefit tremendously from configuring your own visitor tracking solution. Especially, in regards to your pay-per-click efforts, it will be extremely worthwhile to have a more in-depth monitoring of which ads and keyword strategies are most successful, and which are failing.
 

Think of how long it takes you each day to adjust your bids or otherwise monitor your campaign.

How much is you time worth to you?

With our specialised service and software, we can help you:

(i) Monitor and adjust your bids up to every hour of every day.

(ii) Create compelling advertising copy which can be tested, refined or altered for best effect.

(iii) Analyse which keywords to use, then monitor, fine-tune and adjust to achieve the best overall ROI

Visit our Solutions page more more info.

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Process: Explained

In-Depth Guide to SEM

SEM Advantage

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SEM Advantage

No reproduction permitted without prior

written consent

SEM Advantage (SPS Group Pty Ltd)

Suite 207, 410 Elizabeth Street,

Surry Hills, NSW 2010, Australia

p 61 2 9280 0010

f  61 2 9280 0081

e simon@iedsolutions.com.au

Copyright (C) 2003 SPS Group Pty Ltd. No Reproduction permitted