How To Make Pay-Per-Click Advertising Work For You

You can reap great rewards with this online advertising strategy

When Google created the pay-per-click (ppc) advertising program on their search engine, the online marketing playing field had finally been leveled. For the first time, small businesses and individuals could compete with corporate giants for the attention of online consumers. In fact, the small website operators fared much better with their ability to get consumers to take action than the business behemoths.

There is, however, a grave danger to jumping blindly into the ppc waters. To make the ppc concept work, there are a number of systematic steps and strategies that must be employed to be successful. Without a carefully planned ppc marketing strategy, you can break the bank in the blink of an eye. How do you think I know that? I learned the hard way.

There is quite a bit involved in using ppc to generate revenues, but it is a simple, systematic process that works. It isn’t easy, but it is simple once you know how it all works. I have outlined below the key areas that need to be perfected in order for ppc to work at it’s optimum.

Keywords are key:

Your starting point involves using the right keywords. You need to determine what keywords your prospects or customers would type into a search engine to find your product or service. There are free online services that will provide you with a list of all the words and phrases people type to find what they are looking for.

Once you have identified the keywords you are going to use (make sure that these words and phrases appear throughout your website pages), group them into like categories. Then you go to the search engines and sign-up for a ppc account.

Pay-Per-Click bidding is tricky:

Bidding on your keywords is critically important and will take some experimentation, monitoring, and time to perfect. The search engines offer a suggested bid price for each keyword phrase, but you don’t have to accept it. Just pick the daily budget that you can afford for now and an affordable bid amount to test the waters.

Yahoo! shows you the five current highest bids so that you always know who’s paying what to be in that position. If you want to be higher, just bid more. Google does not show you the other bids, but they offer a table that gives you an expected page position based on the amount that you entered.

Test your ads regularly:

One great feature of the search engines’ ppc programs is the ability to run more than one ad. Google, for instance, will alternately run two or more ads concurrently. This allows you to test different ads and track their performance over a specified period. The poor performing ad or ads can then be replaced with new ads. This way you always have your best foot forward and enjoy better results from your advertising dollars.

Track your results:

In order to determine which of your keywords people are clicking on and what ads are performing, you need to track the actions taking place behind the scenes. The search engines have tracking options for you that allow you to monitor keyword performance.

Taking these four areas into consideration as the backbone of prudent pay-per-click advertising planning, you can enjoy a highly profitable revenue stream where your return on investment can exceed anything that you have experienced before with your business or profession. Taking one step at a time through this systematic process will almost guarantee your success in online marketing.

Do remember, however, that your successful ppc campaign is only going to be a money pit if your website cannot get your visitors to take the action that you want them to, be it to fill out a form or to make a sale. A website that keeps visitors and lets them find what they are looking for easily is the second part of the equation for a fruitful online marketing strategy.

If your website doesn’t do that, you are wasting all your ppc money. Your ppc success is useless if your website doesn’t do it’s job. Here, again, you can find help online.

Take the plunge and learn about the value of pay-per-click or hire an expert and get your website out in front of the millions of people and companies looking for your products or services online. It will be money and time well-spent. How do you think I know that?

Ciao for now,
Bernie Rosellen, Your Web Marketing Expert

About The Author:
Bernie Rosellen has over twenty years of marketing and sales experience, including ten in internet marketing. He writes informative articles on website design, web content, and search engine optimization among other topics. Bernie helps small businesses develop an income stream from the internet. You can find out more on how he can help you at: www.RichmondWebPro.com