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25Nov

What Is Pay Per Click Marketing

Posted by: franklin kington
2 Comments

 

 

What Is Pay Per Click Marketing And How Can It Benefit My Business?

 

3 ladies looking at record

 

This article explains the basics of ppc marketing and features techniques that increase ppc traffic while keeping costs low. Marketers looking to increase targeted traffic without spending a lot of money,

 

will benefit the most from this article.

I could write a lot of pages, maybe even a book explaining what pay per click marketing is and what it can do for your business, but I will keep this short and to the point.

Pay per click (ppc) marketing is an advertising platform in which you bid an amount of money that you are willing to pay for a click.

 

When a searcher does a search at Google all of the ads on the right side of the screen are ppc ads. Google calls them sponsored listings. When a surfer types in a keyword,

 

The advertisers who have bid on that keyword have their ads displayed.    

When one of the ads is clicked by the surfer they are taken to the advertiser’s website. The advertiser is charged at maximum, the amount they’ve bid. Most of the time they are charged less than what they have bid.

 

But they are never charged more than their maximum bid

 

The bids can start at 1 cent and depending on the market and the ppc search engine, go up to $50 or more per click. When starting off I suggest bidding very low. Ten to fifteen cents per click or lower is a good start.

The higher you bid the higher in the rankings your ad is shown therefore increasing your ad’s visibility and your potential visitors. The downside is bidding high can cost you a lot of money and in some cases bring you way over budget.

 

Be very careful when bidding.

Bidding low might not get you as much traffic as bidding high but it will bring you traffic for much cheaper thus increasing your return of investment (ROI).

 

One way to increase the amount of times your ad is shown (visibility) while bidding low, is to bid on a high volume of keywords. Some marketers bid on hundreds and up to hundreds of thousands of keywords.

 

This met hod will take some time. Putting together hundreds or thousands of keywords can be time consuming, but it is an effective strategy for getting quality traffic, without paying a lot of money.

 

The more you work with the ppcs the faster you will get at putting together lists of keywords.

 

In case you’re not sure how to generate that many keywords there are many tools on the net that will help. Some are free and some charge money. One of the best free tools is offered by a company formerly named Overture,

 

Laura Geller

 

which has been bought out by Yahoo! This tool can be found here. 

What can ppc marketing do for your business? Depending on your market, ppc marketing can be a great way to get quality traffic inexpensively, increasing your ROI and profit.

It is also a great method for testing products because your ad can “go live” in as little as 15 minutes and up to 5 business days. Depending on which ppc search engine you use.

 

Advertising your business at free search engines a.k.a organic search engines can take weeks or even months for your website to be indexed in their directory.

 

It can take a lot longer than that to get a decent ranking on your search terms. The more competitive the keywords you are trying to get listed, the harder it is to obtain a decent ranking.

 

This is one reason why ppc search engines have a huge advantage over organic search engines.

I, as well as thousands of other marketers think the best two ppc search engines are Google Adwords and Yahoo! Search Marketing (formerly Overture).

 

Google claims your ad can “go live” in 15 minutes but it usually takes a couple of hours. This is really fast. Yahoo! Usually takes a couple of days.

 

There are thousands of smaller ppc search engines. Some of them are good and some are not. Some will take your money but will not have many searchers.

 

Google and Yahoo have hundreds of millions of searchers every day.

If you think about using a smaller ppc do some research and find out what experiences other marketers have had. There are thousands of forums,

 

newsletters, ezines and info sites dedicated to educating people about ppc marketing. You can learn a lot about Google Adwords, Yahoo! Search Marketing and a lot of the smaller (2nd tier) ppc search engines at these places.

 

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1Nov

10 Tips To capture traffic To Your website

Posted by: franklin kington
Comments Off on 10 Tips To capture traffic To Your website

 

10 Tips To capture traffic To Your website

 

 

 

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Companies spend their Internet dollars on the wrong

 

things and end up leaving no investment for marketing. I was referred to a prospective client recently that had their website redesigned. They paid $60,000 for a site that really does nothing for them.

 

It is a simple brochure site that provides visitors nothing and it certainly does nothing to convert traffic into sales. Since all their budget went to design, they have no money left over to properly market the site.

 

Mistake #1, don’t pay $60,000 for a branding exercise.

A corporate website is about supporting the business. The beauty of the Internet is there is no guessing. You can measure pretty much anything. What are you trying to accomplish? Increase traffic? Generate leads?

 

 

 

Increase sales? If it is yes to one of these questions, then a $60,000 investment should get you another $600,00 to your bottom-line? Can a brochure site deliver a 80-95% ROI?

 

Web design is a commodity today. The cost of design should represent about 25% of your total spend. Design costs are competitive today, so spending more than you have to should be the last thing you do.

 

There are excellent open source Content Management Systems (CMS) that give you the power to manage your own content. The cost of the software is $0 to you. We recommend using either Plone or Joomla.

 

Both of these platforms provide you

with Web 2.0 compliant back-end

at low cost for setup and

maintenance.

The value in web design is working with companies that can properly market what you do. To properly market the site, you should be spending 10-12x what you should spend in design.

 

So, it is possible to get a Web 2.0 website at an affordable cost. If you are a small company that is spending $4,000-$8,000 on a basic website, you should plan over 12 months to spend an additional $30,000-$80,000 on marketing. The dollars spent on marketing brings the traffic to the site.

 

Simple rule, more traffic through the

front door means more business.

Unlike other advertising, you can control your spend and measure your ROI pretty quickly. You can turn your marketing dollars on and off depending on the performance, it is all measurable.

 

DeFabis Photography is an example

of a client that went through the

redesign process.

We built a Search Engine Friendly website that allows him to manage content on the site. Prior to working with us, his website was not listed in the top 100 on Google for the popular keywords. Since working with us, his visitors and page views have increased. But most important,

 

he has doubled his bookings from this time last year. And, he did not spend $60,000 on his web design.

 

 

Laura Geller

 

 

If you need help in evaluating a prospective vendor, here are some question that may help you understand their knowledge:

 

1. How do capture visitor traffic off the Internet? Can you track their movement through my site? If so, how?

 

2. How do manage pay per click advertising dollars to ensure I am maximizing my spend and not wasting money?

 

3. How do you measure whether my site is friendly to my users?

 

4. How many page views would you estimate my site would get to determine the right level of hosting?

 

5. What things will you need to change on my website? What things can I change on my own?

 

6. If I want to change the look, does it require changes to the backend scripting on the site?

 

7. What will it take to add a new page to match an ad we are running to the new site? For instance, I want to  advertise a special and build a page specific for it, what will it take for us to do this?

 

8. What do you anticipate the average cost per lead for the website to be?

 

9. Who owns the source code to the site?

 

So, think about your objectives. Think about what you want to accomplish and spend your money according to the results you want to achieve.

A pretty website just does not generate the type of results you should and can get using the Internet. Don’t get mugged for $60,000. It’s bad for your business.

 

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