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PPC Marketing Strategies? "Pay per click marketing works well"
"Pay per click marketing hits you where it hurts".
Both these statements are true depending how you strategize, plan, produce, and manage your PPC ad campaign.
Before you even think of PPC advertising, you have to get your basics right, or be prepared to even go kaput.Basics of PPC search engine marketingHere are the basic tenets of PPC marketing solutions:Figure out what will please your target audienceYou might be selling a new product and your customers may want a free trial. Or, you might be offering SEO (Search Engine Optimization) services and your customers may want to see your samples or check out your references. So, every product or a service will have some intrinsic features attached to it, which a potential customer would like to try out. Figure these out right at the start, and you are already on your way.
Get your math rightAssume you are selling a product that is worth $ 40 and your profit margins are 25%, and assume that the average bid amount you are spending on your PPC campaign is $ 3 per click. Let us say you get 2000 visitors and 300 of them (15%) get converted to customers. So, you have spent $ 6,000, grossed $ 12,000, made a gross profit of $ 3,000, but have ended up actually losing $ 3,000. Such a campaign is not worth it! Hence, it is very important to do a breakeven analysis before doing a PPC campaign.Place your ad on the right websiteGoogle, Yahoo, and Ask are the major players in the PPC market. But there is life beyond them, and smaller search engines - which are cheaper too - may just be your cup of tea. Alternatively, you may not need a search engine to advertise your product. For example, if you want to market a software product, you would be better off placing your PPC ad on sites that offer downloads, such as download.com. On the other hand, if you are selling an in dustrial product then your potential customers are more likely to frequent an industrial products finder search engine rather than Google or Yahoo. If you place your PPC ad on the wrong website then you can kiss your money goodbye. Install tracking software on your websiteYou've got to know if visitors from your PPC ad are coming to your website, and whether, after coming to your website, they are converted into customers. Because if your click-throughs are getting you nothing or landing you into a loss, then it is not worth doing a PPC campaign.Write accurate ads Don't hype up things in your ad. Instead, use simple but effective "chicken soup" language. Words that enthuse and make people act are recommended. The basic thing is: Write a good, effective ad. If you can't do it, get professional help. Whatever the case may be, just do it right. And don't forget to get the right keywords, both in the ad title and in the phrases that follow.
Monitor the marketing budgetResolve not to burn up your entire budget in one go. Start with spending 25-40% of the budget. If it brings home the bacon, then consider advertising more on PPC ads. Else, deploy the money on other marketing schemes. Work with the assumption that only 5% of the click-throughs will get converted into customers.Ad testingBefore launching the PPC campaign, test out your PPC ad and check for errors, landing page errors, etc.; get everything right before you begin.
These are the basics of any PPC campaign. Get them right, and your job's done. Get them wrong, and you will be reading this guide all over again.
PPC Advertisements: Advantages and disadvantagesNormally, an advertiser will want a PPC campaign going if:
- His business is a start-up and he needs some kind of exposure online. Of course, this is assuming that he has the necessary funds - venture capital or borrowed money - in the bank.
- His competitors are fast outstripping his business because they are luring online customers, whereas he does not have a web presence or if he has his site is not attracting customers.
In any of the above scenarios, the advertiser wants to start a PPC campaign, but needs to know what is in store. Despite the horror stories you might have heard about click frauds or even about genuine clicks not leading to sales and ending up burning up your advertising cash budget, PPC campaigns, if strategized and monitored correctly, can give you good long-term returns on your investment.
The main disadvantages of a PPC campaign are- They may generate too many website visitors. Now, it is ob vious that all these visitors are not going to buy your product or service. So, what happens is that your customer conversion ratio comes down; you spend more for paying for these visitors. So your revenues do not justify your pay per click internet marketing spend.
- If you decide that your PPC campaign is planting red figures all over your ppc search engine web marketing accounts then you may stop it, leading to fall in visibility.
- Another disadvantage is that you transmit a whole lot of data on the Web and it is possible that your Web host caps your data transfer. But this is a nominal disadvantage and can be set right at nominal costs.
- Spam is another nuisance factor. All these visitors may crunch your time by bombing you with useless questions or they may even market their own products.
If you can tackle these disadvantages - and it is easily possible to do so - then you should definitely go with a PPC campaign. It will surely benefit you in the long run.
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