Fundamentals of Google AdWords Optimisation

The benefits of Pay Per Click (PPC) paid advertising with the search engines compared with traditional promotional is simply this: almost all normal techniques are broadcast methods to people who have demonstrated next to no interest in buying your service. Think of magazine ads etc. They are all broadcast ads. Sure there some directed than others, if you are selling marketing services to firms, you advertise in a marketing magazine, but that's a crude technique these days.

Enter "marketing" into Google and on the right hand side, you'll see ads by websites who are paying them to have their ad and site shown there on the first page of results. This is Paid Advertising on the Search Engines and this is why Google now dominates the search engines!

How about someone searching Yahoo for " online advertising for solicitors"? That's a user that right at that absolute moment in time is interested in finding out a very specific piece of information. If you expect to offer a product that can help, you'd better hope that you're on the first page of Yahoo or other. What's its value to you to have that user visit your website within five seconds of typing that into MSN?

You could search engine optimise your site to make sure you have Improved Search Engine Placement for your keyphrase, but it takes time and a sizeable investment of money. This is where PPC marketing really starts to shine, and is not used enough I think. Your website could be on the first page of your chosen Search Engine the same day for the search term for a relatively low budget. In a month or less you'd have some indication of the quantity of consumers that will definitly search for that term, browse your site, and purchase your product. This is up to date, market research for a small budget that can't be got get any other way.

Let's say that the campaign costs you 20p per click, and 500 people click your link making a total spend of 100. Lets say the conversion rate is a reasonable 1%, so you've got 5 new orders and more importantly five extra customers that you can now up sell to. All for just 100 spend! What is your typical user worth in total? Doesn't this look like something you should be getting into?

One key thing to understand is how the Search Engine ranks the paid for Pay Per Click marketing Adverts. In essence it is a real time auction. The highest bidder comes out on top. If you bid 20p and someone else bids 25p, they will rank higher than yours. In truth it's a lot more involved than that: if you have a top quality Pay Per Click ads, it is possible for you to rank higher than the 25p ad because the search engine will give bonuses to higher performing PPC Adverts. The point is that if your Pay Per Click (PPC) Management Firm knows what they are doing with Pay Per Click bid management, it is likely you will achieve higher rankings (read additional traffic) for less cash. So your limited online website promotion budget works harder and you save budget. On the other hand, if your online ad campaign is administered by someone who doesn't know their job, it will cost you more.

Some of the jobs an expert Google Advertising Professional should perform (Eg Intrinsic-Marketing.co.uk who also do Keyword Analysis Research) whilst managing your campaign, and if yours isn't, we strongly suggest you get a review of your PPC campaign today:

First Page Is King - The whole point of Pay Per Click advertising management is to get on the first page of your order:, :2:3:search engine etc quickly. However, where there is more than 8 (typically) even PPC ads can drop to the second page. Where there's competition like this, there is absolutely no point doing a PPC marketing campaign if you are not on the first page, so either boost your Cost Per Click (CPC) settings, or forget it.

Better Website ROI through Tracking Conversions - This is innovative marketing, this is not usual marketing, so use that to your advantage. The technology exists to monitor every sale and where it comes from. You can know definitely which advert converts to sales and which don't. It's one thing to have lots of traffic, it's another to have a lot of sales. Would you rather have for PPC internet advertising: an advert that generates one thousand clicks and 1 percent sales, or one that generates one hundred leads and ten% sales? For both you gain identical sales, but the 1st costs you 10x as much in PPC advertising budget.

Landing Page Optimisation - A very common mistake is not matching the webpage that consumers see when they click your advert, to the words found in your ad; which definitely should be aimed at what the person searched for. This just means that when the user clicks your Ad, they see what they expect. Did you know that internet users are lazy? Incredibly did you know that 1/2 of all internet consumers exit a website in under 8 seconds just because they do not discover what they expected! Doing this is even more crucial than Search Engine Optimization Companies

Split Testing Your Adverts - This is good PPC management and simply means having more than one advert and testing which one performs best. Here is one personal example, we had two adverts which were identical in every way except the beginning of the title. One began "Learn to Prevent . . ." and the other began with "Stop . . ." Split testing determined that 5% of the consumers who saw the "Learn to Prevent . . ." clicked it. BUT eight percent of the users who saw the "Stop . . ." advert clicked that one. It won't surprise you to learn that, we dropped the first one and got a better quality Ad which ultimately Google promoted to the top advertising position on the page, for the same CPC!

Have Many Ad Groups - The first rookie failing is to group all your keywords together to feed a single Ad. This is typically bad. Keywords should be divided into groups with Ad text that reflects the keywords searched for.

Exact Matching/Broad/Phrase - Google AdWords allow 3 different ways to match search terms to your keywords, but many online marketers just go for the basic matching option. You could double your targeted traffic from intelligent use of the other options which most incompetent Google Advertising Professionals do not even bother with.
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