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Snap, Crackle, Click!
by Riki Trafford
http://www.1dmom.com
If only pay-per-click campaigns were as easy as a snap of
the finger, then every web page could strike it rich at the
first try. Unfortunately, pay-per-click (PPC) isn't that
simple. While the actions required to participate in many
search engine PPC programs don't take a genius to figure out
the steps, the true marketer understands what it takes to
achieve a response rate worth bragging about. Can the
ordinary web page owner do it herself? Perhaps yes, if luck
is on her side. But, do you really want to leave your
campaign to luck?
Most of the big search engines have great PPC services.
For example, Google Adwords and Yahoo Search Marketing
Solution (previously known as Overture), go through
the mechanics of how to advertise and submit for review or
activation. With Google Adwords, your PPC campaign can be
up and running in a matter of minutes! Yahoo takes a little
longer because of their human review process. However, this
doesn't mean your campaign will be visible to searchers.
Your ad may not climb positions until way down the road.
The quickest way to climb into a good position is to bear in
mind some basic tips prior to launching your PPC campaign:
- Find your target customers' likes and dislikes so you
have insight on how they search online and how they react to
certain keywords and phrases.
- Pick keywords with strongest appeal and track them using
a system like Yahoo Search Marketing Solution and Google
Adword. Avoid jamming your PPC ad with every keyword under
the sun.
- Maximize the small space inside an ad by first
split-testing your keywords. Do research by testing
keywords and phrases in search engine results. Pick only
the best keyword or phrase results.
- Traffic and performance do not go hand-in-hand. Even if
you attract lots of traffic, you must motivate visitors to
take action. The clearer you are about the desired action
the better performance you will get from your traffic. When
your performance does better than your competitors, you are
in a position to buy better PPC ad positions. This
privilege attracts even more visitors who should be more
inclined to take action.
- Is your campaign linked to "landing pages"? A "landing
page" is where the visitor is directed upon clicking on a
keyword. Direct your visitors to a page in your site that
is most relevant to that keyword and to that population of
visitors who are most attracted to that keyword. Studies
show the more relevant the landing page to the visitor the
more likely the visitor is to respond to the call to action.
The main purpose of a PPC campaign is to gain a great ROI
(return on your investment). Learning how to set up a PPC
ad is only the first step toward get a PPC campaign
underway; the more important part of creating a great PPC ad
is carrying out careful planning. To learn more simple yet
successful methods for developing a profitable PPC campaign,
go to www.1dmom.com/archive.
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