Introduction To Pay Per Click Advertising - Part 2
A/B Split Testing your Ads - This is good Pay Per Click management and simply means having more than one advert and testing which one works best. Let me give you one personal example, we had 2 adverts which were identical in every way except the start of the title. One started "Learn to Prevent..." and the other started with "Stop...". Split testing determined that 5% of the people who saw the "Learn to Prevent...." clicked it. BUT 8% of the people who saw the "Stop..." ad clicked that one. Guess what, we dropped the first one and got a better quality Ad which ultimately Google promoted to the premium advertising slot on the page, for the same Price Per Click !
Many Ad Groups - The first amateur mistake is to group all your keywords together to feed a single advert. This is usually bad. Keywords should be split up into groups with advert text that reflects the keywords searched for.
Phrase / Broad / Exact Matching - Google Adwords allow 3 different ways of matching search terms to your keywords, but most advertisers just go for the default matching option. You could double your traffic from intelligent use of the other options which most lazy Google Advertising Professionals don't bother with.
Bid or Don't Bother - The whole point of Pay Per Click bid management is to get on the first page of your search engine fast. However, where there's more than 8 (normally) even Pay Per Click Adverts can drop to the second page. Where there's competition like this, there's absolutely no point doing a Pay Per Click marketing campaign if you're not on the first page, so either boost your Cost Per Click settings, or forget it.
Track Your Conversions - This is high technology marketing, this is not traditional marketing, so use that to your advantage. The technology exists to track each and every sale and where it comes from. You can know exactly which advert converts to sales and which don't. Remember, it's one thing to have lots if traffic, it's another to have a lot of sales. What would you rather have for Pay Per Click internet advertising: an advert that generates 1,000 leads (clicks) and 1% sales, or one that generates 100 leads but 10% sales? For both you get the same sales, but the first costs you 10x as much in Pay Per Click advertising budget.
Match the Landing Page - A very common mistake is not matching the page that people see when they click your advert, to the content of your advert; which if you followed the advice on Many Ad Groups, should be targeted at what the user searched for. This simple means that when the user clicks your Ad, they see what they expect. Did you know that internet users are lazy? Did you know that half of all internet searches leave a website in less than 8 seconds because they don't find what they expected!
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If you would like to talk to a Google Qualified AdWords Professional about a Pay Per Click review of your existing Pay Per Click Marketing Program or you're simple interested in outsourcing the whole setup and running of your Pay Per Click Internet Advertising with our Pay Per Click Marketing Campaign Services, then come visit us at http://www.intrinsic-marketing.co.uk
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