Innovative Approach

When the word PPC come up in our mind we get sometimes scared due to heavy costings and low ROI but this is not the fact as if it was so then how can the search engine industry crossed billions of dollars.

We all know that SEO is not an overnight process and whenever we launch anysite we need to do some inorganic promotions to  get instant traffic on the new enterprise. PPC is mostly considered as a costly and less effective tool for generating traffic or sales which is totally untrue and in this post I will explain as how to make a successful ppc campaign especially adwords.

•    Initially analyzing the business thoroughly for which you are going to launch the adwords campaign. This is very much mandatory as you cannot do marketing without knowing the business.

•    Identity the landing pages for which you want to launch the adwords campaign, especially incorporate the services pages for targeting. Directing all the users on home page doesnot not work and leads to high bounce rates.

•    As per the content and theme of the landing page make a list of keywords just by your knowledge and share the same with your client and ask him for his ideas.

•    After getting some initial lists, do exhaustive keywords research via several online tools. I prefer : https://adwords.google.com/select/KeywordToolExternal

•    Make a more comprehensive list of keywords as per your landing pages and make an account structure in some spreadsheet usually excel.

•    Please note that the no. of keywords varies with the budget we are heading. So if we are targeting 100 pages covering 20 keywords per page so we have 2000 keywords and if  have a budget of just $10 / day most of our keywords will have even the impressions for the same. So before putting the final keywords list we must keep our budget in mind.

•    So you are ready with the keywords, its time to create the ad copy. Use the best punch lines and call to actions in your ad copy and try to match the ad copy subject with the landing pages. Suppose a searcher looking for “seo services in Indian geography” saw the ad copy tittled
1)Best SEO Services  or 2) SEO Services India or 3)SEO Company India… both 2 and 3 will lead more probability of hit and if the same is used in the webpage title, it will surely lead to conversion.

•    Use broad, exact and phrase match keywords in your campaigns as per the requirement. Usually phrase match is preferred for fair traffic as broad match bring tons of visitors and consume money faster whereas the exact match sends just a few visitors. It is neither declared nor cleared that  by anyone that this sort of match can lead to more traffic or sales, the only thing is to try something for sometime and do necessary amends as per results. Negative keywords should be used if we want to prevent the user from landing on our site with keyphrases which are not indirectly not related to our business, suppose we are selling some paid CRM software then people searcing for free crm software should not land on our site as it’s a wastage of PPC fee, hence –ve keywords should be used.

•    As the destination and display url must be uniform so use the display url in a proper and readable format. i.e. for http://www.google.com use : Google.com and if you are targeting some specific theme suppose marketing use Google.com/marketing.

•    Make several variation of adcopy as per adgroup and the subject. Use dynamic keywords code in title which is helpful in getting more attention of the visitor. Dynamic keyword brings in the typed keywords of the user in the Ads title which is indeed a good practice and tends to more clicks and ultimately the quality score will be improved.

•    Primarily target your campaigns as per your audiences, if you want to promote your business throughout the globe or over a certain geography (country, city etc.) This is indeed of huge help as spending money on getting visitors from an untargeted market is a problem. Suppose you have an ecommerce site and you provide shipping only to USA and Canada then running the ads in UK is clueless. So this needs to get cleared with the client prior.

•    So the campaign is ready to go with the payment updations. Please wait a while have you done proper tagging and embedding script for conversion tracking. This is a must step as tracking plays a key role in determining the success rate of any campaign. Mapping the traffic-leads as well as the ROI is the ultimate way of tracking your campaigns.

So these are some basic tips which when applied in the right manner and monitored properly can yield good results thereby proving the ultimate potential of Pay per click.

Moreover I would suggest to do some A/B spilt testing using google website optimizer for better testing the landing pages and increase conversions.

So PPC is a Juggernaut, winning and winning if deployed by some professional and also it helps in SEO too by providing the best performance keyword in its reports.

Do donot wait initiate the ad campaign today with minimum budget  and see the different

PPC (Pay Per Click) – the word which is considered as $ consuming monster scares away a lot of website owners who are seeking for driving traffic on their site.

But it’s a viable source for driving instant traffic on your site.

Its really stupid to say that opt for SEO now and drive traffic tomorrow, if it was so google itself wouldn’t accumulate the worlds largest wealth.

Also all search engines including Google has developed its algorithm in such a manner that you cannot rank your sites instantly and so you have to reply on different methods to drive traffic on your newly invented web enterprise.

Since the initiation of search engines they have established themselves as primary source of traffic to the websites. From Altavista to Google, search engine is the only destination to find the information on a particular subject(s). These engines are have monetized themselves by selling advertisements and build themselves in a multi billion dollar industry (Infact Google’s market cap as of 2008 is US$ 123 billions in just 10 years).

So the point comes up that pay per click advertising has powered these giants engines and make them into money making machines. As per research its found that only 30% of the search engine traffic goes to PPC rest is consumed in organic listings but still it constitutes a big pie in the market as search engine marketing is targeted advertising i.e. people looking for a particular thing at that particular period of time.

Review the search stats for the January 2009 as provided by Nielson net ratings

It will clear how the search is gaining prominence day by day and so if the PPC model of all the search engines.

So I would like to end the post with the finals deductions on the importance and usage of PPC in our business.

I would say each and every website entrepreneur who is desired to make something from their business must launch the PPC even with the miniscule budgets.

If you are interested in SEO more still run the PPC campaign as it will really leverage the business in initial phases and you would then understand and avail the benefit from these gigantic channel for marketing.