With search engines being the main way your customers
search for products they want, it seems obvious to run a
cost-per-click (cpc) campaign to advertise your business.
It has been proven highly successful but there here are
some guidelines which will help you get the most out of
your ppc budget.
If you have a popular keyword product ie make money online,
weight loss, holidays etc, you could end up spending lots
of money for your cpc and still not get a good position in
the search engines.
Before you even decide what is in your ad, you need to bid
on the keywords that will get your business to the top of
the search engines without costing a fortune. The more
specific your keywords that you wish to bid for are, the
cheaper they will be and the more successful they will be.
For example, the keyword 'printer cartridge' would be very
expensive. Unless you over bid, you will not get high
enough up the page to be seen and if you do, you don't know
if someone searching under this keyword is a customer or a
browser. However, if you bid on the keywords 'I need a new
colour printer cartridge for my HP psc 1215' then not only
will your keyword bid be much lower (as fewer people are
bidding for those keywords) but this seems like a highly
targeted customer to me, therefore more likely to buy once
they click your ad.
There may be fewer people out there typing in this very
sentence, but those few that do, are very likely to buy.
This makes it much more cost effective way to run a cpc
campaign.
Once you have bid for the right keywords, make sure your 1
or 2 line ad is snappy and separates you from your
competition in some way. Offer something that your
competitors are not offering. This may be a reduction in
price, a focus on quality not price, something for free or
a unique product. Whatever you do offer, make sure it is
appealing to the buyer you have in front of you.
Make sure you test all of the ads that you use. Make
changes to your ad to see if this has any impact on the
level of sales and keep making these changes until you feel
you have the perfect ad. Make sure you keep testing and
recording as if you don't record, you won't know what works
and what doesn't.
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http://internetmarketingexplained.com/sltr2.php?af=426480
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