Earlier we learned about the key metrics to assess the effectiveness of your Pay-Per-Click (PPC) advertising. Once again, selecting and bidding on the right keywords is a critical element of your campaign success. One important thing is that some keywords are not only much more effective than others, but they also will cost you nothing except the time you invest in setting up your pay-per-click campaign. If you go to Yahoo Overture, one of the most popular search engines offering PPC, you will find an online tool which gives you the data on how often specific keywords are entered into their search engine. And they even give you suggestions for keywords after you enter a description of your website. In pay-per-click marketing, your written description is absolutely critical. Since you actually pay for each click, you do not want to attract generic visitors, but instead you must strive to be as specific as possible so that only those visitors who are most likely to buy your service, product or opportunity land on your website. Using expert copywriting skills will guarantee that your description is both precise and attractive to invite the most ideal prospects to your site. This description is your single most powerful tool to ensure that your bid is ultimately profitable. Another crucial element of pay-per-click marketing is that you should always monitor your campaign bids and results. You must understand that the results of the top pay-per-click search engines - Google Adwords and Yahoo Overture - will often appear on other prevalent search engines. This is why the competition for top positions is so intense, and more often than not you will find that bid prices are just too high for PPC to yield a profit. In this scenario, I recommend you simply withdraw your bid on that specific keyword and try another one. Remember: if you spend too much per click to make a profit, you are essentially losing the bidding war. So your best strategy is always to carefully and frequently track the effectiveness of your keywords. It is highly suggested you monitor your keywords on a monthly, if not weekly basis. While close monitoring is essential, the analysis of your website visitor behaviour will also produce invaluable insights into consumer motivation, habits, and trends. If you conduct expert monitoring and consumer analysis when implementing your pay-per-click marketing strategy, you can literally guarantee your success and run a profitable business. Copyright Luc Andria You have full permission to publish and distribute the above article electronically, in print, in your e-zine, website or e-book free of charge provided this entire resource box and the links in the article are kept intact. |
