Pay-per-click (PPC) advertising is the single most powerful
direct-response marketing tool that has ever existed.
For the first time ever, any business can directly compete
with the world's largest brands to acquire targeted
traffic. While PPC advertising has huge potential to
deliver tremendous sales and profits, not a lot of people
know how to harness PPC advertising.
A new online marketer may find PPC advertising frustrating,
however, once you master the right tactics, PPC advertising
will easily become your most powerful profit machine. The
good news is that getting started is easier than ever.
If you are intimidated or feeling overwhelmed, just
relax...You do not have to master several PPC advertising
tools right away.
Your first PPC campaign can be launched in less than a few
hours! Because Google is the undisputed search engine
leader (with over a 50% market share), start with Google
AdWords (Google's PPC advertising program) and you can save
learning about Yahoo!'s online advertising program
(formerly called Overture) for later.
If you have never set up a PPC campaign in Google, we
strongly recommend that you take advantage of one of the
many "Quick Start Guides" that exist on the Internet. We
found Perry Marshall's ebook The Definitive Guide to Google
AdWords to be the most helpful.
It clearly explains all the ins and outs and helps you
quickly set up your first PPC campaign. In this tactic
we'll reveal our approach to creating PPC ads that outshine
the competitors. You too can do this by:
·Matching keywords with ad copy
·Taking customers to a relevant landing page
Let's take a look at the first step...
Matching Keywords with Your Ad Copy Try including the exact
keyword(s) in the ad's title itself. If the exact keywords
show up in your ads, they get highlighted in bold!
If your ad copy matches the keywords exactly, prepare for a
significant boost in your click-through-rate (CTR)!
This is why grouping your ads into a list of very similar
keywords and phrases was so heavily stressed in the tactic
on "Finding Your Keywords." After all, if you don't do
this, then it will be impossible for your ad copy to match
your keywords.
Example:
Keyword Group 1 used the headline "How to Meditate" and
gave us a GOOD 1.9% CTR and $0.21 CPC. But Keyword Group 2
used "How to Do Meditation" and was EXCELLENT with a 2.1%
CTR and $0.20 CPC. Both headlines are identical with the
exception of one important difference: the first includes
the keyword "Meditate" in the title and the second includes
the keyword "Meditation." While this might seem like a
small difference, it is very important because when someone
on Google searches for "Meditation" that keyword is
highlighted in bold in your ad!
This small difference alone caused an 11% improvement in
the CTR (click-through-rate) and the average cost per click
was 10% lower.
A double bonus!
What we are recommending here is not rocket science.
However, our detailed research into thousands of keywords
revealed that close to 80% of the ads on Google do not take
advantage of direct matching.
This means that by matching your ads to keyword groups, you
can blow past 80% of the competition! Reward yourself with
click-through-rates of up to 15%! Just match the copy of
your ad for very detailed keyword phrases.
If someone is searching for stress relaxation techniques,
then write an ad that says "Stress Relaxation Techniques."
This will get the exact phrase in the title of your ad to
show up in bold. The only way you can achieve this is to
split these phrases into different ad groups.
Taking Customers To A Relevant Landing Page.
After someone clicks on your ad on Google, you only have a
few seconds to grab their attention. The visitor wants to
know immediately if your page will help them find what they
are looking for.
If you send all of your prospects to one generic home page,
your advertising campaign is going to suffer, big time! No
one wants to waste time clicking around to find something.
So don't make your visitors do the work. Instead, send them
to a specific landing page with the content they want.
Why are we writing about landing pages in a tactic on
writing PPC ads?
Your ad and its landing page work together to convert, and
only traffic that converts is worth paying for! Customized
landing pages for each ad are key to giving your site a
serious boost in conversions.
Ok, So How Do I Match the Landing Pages?
Use customized landing pages! Fortunately, there are easy
and very effective ways to create customized landing pages
that will dramatically boost the return-on-investment of
your campaigns.
The first thing you can do is match the main headline of
the landing page to the keyword phrase that customers
searched for.
This way you immediately grab their attention and give them
the confidence that your site will help them find exactly
what they are looking for.
Have a separate landing page for each ad group.
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Bjorn Brands is a successfull enterprenuer who transitioned
from having his own building company to a great online
business. Check out his site and see for yourself how he
can help you do the same at http://www.moneyacces.com
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