Pay Per Click Advertising

The old way of advertising was an interruptive style. Ads on the TV and radio. As well as billboards and flyers.

There is still a place for those but that is more of a ‘branding’ and ‘reminder’ style of advertising.

Rarely does a person spit out their dinner and grab the phone because they saw an advertisement on TV for a product that they just had to have right away.

That form of advertising may reach out to the masses but doesn’t convert as well as targeted advertising.

More closely related is the newspaper ad in the local paper that supports a specific business sections, as well as the Yellow Pages.

With the rapid onset of mobile devices like the iphone and ipad, the majority of people are not looking in their Yellow Pages for information on a service provider.

They are going to their favourite search engine, whether it be Google, Bing, Yahoo, Ask or any other.

Tapping in the search keywords to find a solution to their problem or searching for a specific solution provider.

If you don’t have a mobile ready website, you are absolutely missing out on customers.

Having a website on the internet has its own problems too.

Most people who search for what they want will stop looking by the time they get to the third page. Even sooner if they are doing their search on a mobile device.

That is the beauty of PPC or Pay Per Click advertising.

The top three listings and the listings down the right side of the search results page of your favourite search engine are all companies that are paid to be there.

the basic strategy behind PPC is to ensure the keywording you are targeting directly matches:
1. what you provide
2. what your potential client is looking for
3. the message in your ad
4. the message on the page the person lands on when they click your ad.

You may think it would be great to target a broad group of people and hope that something on your website or landing page will entice them to buy, or come to your store, or call (dependent on the action you are hoping for) but no. Broad campaigns are expensive and will eat through your budget faster than you could possibly anticipate.

As you can see, the first part of the struggle for effective pay per click is to do in-depth research into the appropriate keyword(s) for your targeted audience, Then design a bidding strategy, which can be as complicated as deciding on time of day, accelerated or even paced, top row or number three?

All needs to be recorded and monitored to make ad campaigns more and more effective.

The ads themselves not only have to match on all four counts as indicated above, but they also have to be worded in a way that makes a person WANT to click your ad and visit your site.

Copywriting may not be an exact science but it is a talent that you cannot afford to not have. If you don’t have the ability to write effective ads, it would be a good idea to find out how or to hire someone to do this for you.

Take the time to prepare your PPC campaign to squeeze every bit of value out of your nickles. By following those four important guidelines your campaign has a greater chance of success.

Make a specific page for your promotion. Make certain it is keyworded to attract the customer who found your advertisement by using those keywords.

For example:

You have a lawn-care company and want to promote your business.

Most people will be looking for a particular service like “lawn mowing” – so you target your campaign for Lawn Mowing – and then make sure the page they land on is about your lawn mowing service. NOT the tree pruning, or the weed killing, or the hedge trimming, or the top soil, or the…

You can combine your PPC efforts with your social media efforts by asking for a ‘like’ on your page or other methods of building your client list.

Other than the search engines like Bing and Google, there are other forms of PPC that aren’t quite as effective but do have their place.

Contextual advertising (the underlined words on people’s websites that click to other websites) aren’t really targeted traffic and will bring some looky-loos. These are ok for generating traffic for increasing awareness or maybe you are trying to build some social proof, but as far as bringing a ‘buyer’ to your website, the chances aren’t very good.

Banner ads are better for target markets than contextual ads and depending on how you have placed them they may be a closer target – or way off the mark.

If you have done your research and placed the banner on a page similar to what you are offering in your ad, it is good. Otherwise its just a branding ad. Regardless, if the person didn’t click on a paid ad and found your banner using other searches, they are likely not in a buying mode.

And we want buyers!

The next thing to realize is how this process works.

The Ad headline draws in your prospect, the body of the ad sells the click.

The landing page isn’t to sell them your product – it is to sell them on taking an action, whether its to call you or send you and email.

Then – you sell them your product.

Too much money and time is wasted trying to sell a product or service in the wrong place.

They make the move to call you, they ARE your target market. If you make them like you – chances are they will buy from you. People buy from people they like.

When you get them to take the action, don’t let them go away without some form of followup. Make sure you followup with email or phone or similar to keep contact until you turn the sale.

Just remember, when sourcing new clients, these people don’t know you, but they want to know you and trust you and its your job to make it ok for them to spend their money with you.

If you are a solid DIY business person there are some excellent resources you can use to learn how to be a very effective marketer for your chosen market.