Creating an Effective Pay-Per-Click Campaign

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Optimizing your website for the 'traditional' search
engines can be a daunting task, and one that many people
are either unable or unwilling to attempt. Fortunately,
pay-per-click search engines (PPC SEs) allow us to specify
exactly what key phrases we want to be listed under -- for
a price.

In brief, you simply "bid" on the key phrases you want.
Your bid indicates how much you're willing to pay for a

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click on your link - in other words, every time someone
clicks your link, you pay 10 cents or whatever you bid
on that particular search term. The highest bidder gets
placed at the top of the search results, the second
highest bidder gets the next listing, and so on. It's
a quick way to get exactly the search terms you want.

Obviously you want to maximize the effectiveness of your
pay-per-click campaign since you're paying for traffic!
Here are a few tips to get you started:

__1. Know Your Website's Conversion Rate.

What percentage of unique visitors to your website

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actually make a purchase' For instance, a website that
makes 1 sale for every 100 visitors has a conversion
rate of 1%.

Although the quality of visitors you get from a pay-per-
click search engine may be higher or lower than what you
normally get through other marketing means, knowing your
CR will give you a "baseline" to help determine how high
you're willing to bid.

For example, let's say your conversion rate is 1%. Based
on this, you need 100 clicks on your link to make 1 sale.
That's $10 if your bid is 10 cents/click. Figure out
whether or not your profit margin is sufficiently high
enough to justify the cost. If so, are you willing to
go spend even more to get your link displayed higher in
the search results and possibly generate more clicks and
sales' Will the additional sales justify the extra cost'

Marketing Campaigns
Copyright 2005 Andy Murray

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__2. Target the RIGHT Key Phrases.

The goal is to drive traffic and sales to your website.
Choosing the right key phrases is therefore critical: if
you choose a search term that no one uses, you won't get
any traffic. If you choose the wrong key phrase you may
end up with visitors who aren't really interested in
your products and services. Use Overture's Search Term
Suggestion Tool to help you research the appropriate
key phrases for your business:
http://inventory.overture.com/d/searchinventory/suggestion/

__3. Qualify the Visitor Before He Clicks On Your Link.

You pay every time someone clicks your link, so make
sure he's a qualified visitor! Make good use of your
title and description to encourage visitors who are
specifically looking for a product or service like yours,
while discouraging people who are "just curious".

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For instance, you may sell professional website templates
-- but some people are only interested in fr^e templates
they can use for personal websites or small projects.
These are the people you *don't* want to attract.

__4. Spend Time Writing Good Titles and Descriptions.

Create titles and descriptions specifically for each of
your search terms. They should "speak" directly to the
type of visitor you're catering to. For instance, if
you sell a variety of golf clubs, you might bid on
"used golf club", "discount golf club", and "ladies
golf club". Use each of these terms in the title and
description to help catch the prospect's attention.

__5. Send the Visitor Directly to a "Sales" Page.

Instead of linking to your home page where the visitor
may be presented with a variety of choices, link to a
page which asks the visitor to complete just one action.
That doesn't necessarily mean you have to send them to
a page where they're asked to make a purchase; you can

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also direct visitors to your newsletter subscription
page, or a page where they're asked to answer a survey.

__6. Consider Using the Smaller PPC SEs.
......