In essence, PPC advertising is all about bidding for the top or leading position on search engine results and listings. Advertisers do this by buying or bidding on keyword phrases that are relevant to their products or services – the higher the bid, the higher the spot on the search results, the more the people will find the ad (and click on it) to go to their websites (this is why some people call it “keyword auctioning”). Advertisers would then pay the bidding price every time a visitor clicks through the website.
PPC advertising is also known under the following names/variations:
. Pay per placement
. Pay per performance
. Pay per ranking
. Pay per position
. Cost per click (CPC)
PPC advertising is usually done with the following standard procedures:
1. Setting up an account and/or deposit funds.
2. Creating a keyword list.
3. Choosing (and setting up) an account with a PPC search engine.
4. Bidding on the ad placement, including the search result words or phrases.
5. Writing out an ad copy.
6. Setting up the ‘landing pages’ for your ads.
7. Placing the advertisement in the search engine.
There are many benefits to Pay Per Click advertising, making it an effective way of promoting a business ‘online’. Some of them are listed below:
- Get launched immediately. PPC advertisements are implemented very quickly – they can go ‘online’ within an hour after winning the bid and paying for it.
- Obtain specific, pre-qualified, and quality traffic. PPC provides you with a quality or a well-targeted traffic. Visitors are narrowed down into ‘qualified’ people who are actually looking for specific products and/or services that you offer – those who are more likely to become a ‘lead’ (a convert) and complete a transaction (either by buying your product or subscribing to the service that you are offering.
- Widen your reach. PPC advertising provides additional traffic to your site, aside from the natural or “organic” search engines.
- Track your investment. PPC advertising makes use of a tracking system that will determine exactly who comes to the website and what they do once they arrive – the length of their stay on the site and the number of pages (including the actual pages) that they view. These are valuable tools in determining statistics such as return on investment (ROI), acquisition cost-per-visitor, and conversion rates (the percentage of visitors who are converted into customers or leads).
Below are some important things to consider when planning on a pay per click campaign:
1. Know your product. Take an inventory of the product and/or services that you have to offer (before anything else).
2. Stay within the budget. Determine your daily or monthly budget; and stay with it. This means keeping your budget in mind, avoiding bidding wars if possible.
3. Bid just right. Know how to bid right – a bid that is too high can exhaust all of your money, while a bid that is too low can make you lose that spot.
4. Watch the bottom line. Measure your profit margin against your spending or expenses. Know when to stop and terminate your PPC program – if you spend more on advertising but have little or no sales at all.
5. Find the right keywords. Decide which keyword phrases to opt and bid for. Do some keyword research, either by actually looking at existing search terms or with the use of online keyword suggestion tools, to know which terms are mostly used when searching for items that are related to your business. Focus on specific keywords, not on general ones.
6. Write effective ads. A good PPC ad is that which can persuade and move a searcher. There are several approaches to this:
- Discount offers
- Testimonials
- Celebrity/famous endorsers
- Money-back guarantees
- Freebies
- Reverse psychology
- Major benefits (“
Lose weight“)
- Direct instructions (“
Click here“)
7. Maintain a professional-looking site. Your web content should be regularly updated and checked for spelling and grammatical errors. There should be no broken links or images. The website should be simple – designed in such a way that it will be easy for visitors to navigate and load. Include contact details to create a good impression among potential customers.
Done properly, PPC advertising can be an effective marketing tool that will maximize the return on your investment.
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Miscellaneous Marketing Techniques
Here are some other techniques to utilize in your marketing campaigns:
Affiliate Programs- Start your affiliate programs for your products. Let other people earn some money by marketing your products for you. More traffic will find their way to your site through someone else’s efforts.
Learn how to start your own successful affiliate program and create a web page on your site for others to sign up to be your affiliates. This is something that you can announce in your newsletters and update messages.
Adwords- Search engines offer this feature to Business owners to purchase advertising space on the search results pages. Every time someone clicks on that ad, you will be charged a certain amount of money to the search engine.
Because you’re paying for the clicks, you will want to provide the most desirable ad possible to increase your return of investment. Poor ads can cost you money, because not everyone who clicks through these ads will want to buy. Keep track of these ads and pull them or revamp them when necessary to avoid losing too much money for your business.
Word of Mouth campaign- This is the easiest marketing technique there is. A simple word of mouth campaign will get people to pass on the information to your business to other people and so on.
This works great for local customers and clients to hear about your business and pass it on to others that may be looking for the same products or information. This is also an inexpensive way to accomplish marketing for your business.
Use Press Releases- This option can be used if you’re just opening your doors or if you’re offering a discount or special sale. Press Releases are submitted to sites that publish them for internet users who are looking for specific information.
They are written as if they’re a news story and they showcase your “news” with eye catching and attention grabbing headlines and information. Your sale, discount or business startup would get plenty of exposure to potential consumers and clients.
A well written press release to announce what you are offering may just be what you need to drive a huge amount of traffic to your business website. Consider having one done on a period basis to help keep your business’ name fresh on people’s minds.
Place an ad in local papers- There’s no rule that says you only have to market on the internet. Why not try marketing locally, by placing ads in local papers. Those advertisements are seen by most everyone that lives within that area and receives that paper.
Sometimes, businesses gain their first sales transactions from local customers, so don’t leave out your local area when planning your marketing campaign.
Podcasting- Podcasting is audio content that people use to provide information that people listen to instead of read. It gives them a different medium to learn about a topic their interested in. People love the option of the podcast to listen to while they do something else and not have to be glued to their computer screen.
Your business gains credibility and trust amongst the listeners. Those listeners can become customers, so your website will be linked to the audio program.
Marketing On The Fun Side
People love to have fun, so why not provide it with your marketing techniques. Here are a few ways you can give it to them:
Run a contest- People will come from all over when a contest is announced. Run one on your blog or site to drive more traffic. You will have to market the contest pretty heavily to get people to hear about it, but once they know they will come running.
Make your contest fun that almost anyone can participate in. Offer a worthwhile prize to the winner of the contest. If you don’t people won’t come running the next time you run a contest or anything for your business.
A contest could be quizzes to take, an internet safari to participate in or just a raffle to draw names in.
Have Promotional products with your business logo- Websites like Cafe press will make products like T-shirts, pens, mugs and even hats with your logo on them. Some of these could be given away as gifts or you could have internet visitors purchase them through a link on your site.
These promotional items could be displayed so that anyone who comes in contact with that item will see your logo and be curious about whose business is on them. They can then search out your site to find out what exactly you offer.
Coming up Next:
Ending Thoughts
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Reminder: Did you read Part I and Part II First?
I’ll be talking here about Interactive Ad agencies as ad sources, companies that provide specialized advertising and marketing services for the Cyber space. The main method of placing an ad is through Java Script code that you place into your web page, and you get paid every time someone else clicks on those ads. Those advertisements are less intrusive than most banners, and the content of the advertisements is often relevant to your blog content.
Google AdSense
The Starbuck of web sites, come in multiple shapes and colors. Google offers many types of ads:
AdSense for content: Matches advertisement to the content of your web page, and it is more accurate if you have a Keywords rich content to draw from.
AdSense for Feeds: Works by inserting advertisement images into your blogs’ feed based on the content surrounding those images. The more relevant content you have; the better those ads will be.
AdSense for Search: You put a Google Search box on your site that allow your visitors to search google for any topic, and you get paid on clicks on the ads at the Search Results page, which would be a different page on your site for displaying the search results only!
Video Units: Uses YouTube partners’ video content as ads on your site, requires registration with YouTube which is owned by Google and you can sign in to YouTube using your google account.
If you are considering adding AdSense to your blog I recommend reading the FAQ’s about it at google site; especially the placement part.
AdBrite
Similar to AdSense, you choose the layout, design an Ad Zone and the ads should be relevant to your page content. In addition; Adbrite offers Full Page adds that displays BEFORE your site front page, and In-Line text ads which searches your page and underline few keywords which displays Hover-over ads when you place the pointer over them.
www.adbrite.com
Amazon
Not for books only anymore!
You can choose between a wide variety of text, Banners and widgets to place on your blog, you get paid if anybody buys a product from Amazon through your site.
www.amazon.com
Other Sources:
Azoogleads
www.azoogleads.com/Bidvertiser
www.bidvertiser.com/Dclicksadswww.dclickads.com/Kontira
www.kontera.com/Widgetboxwww.widgetbox.com/
Banner / Text-Link Exchange
Although they do not pay as much as the ones I mentioned above, they are a good source of traffic which helps in making your blog preform better when using the Big Boys!
Entrecard 
Entrecard is a free blogging network, you can earn Entrecard credits by dropping (visiting) other members blogs which you can use to buy an ad of your blog on other blog sites within Entrecard Network. 125X125 Banner Exchange.
www.entrecard.com
Adgitize
Free to join blogging Network. You earn money for Blog Page Views, Adgitize Ad Views, Writing Articles and Visiting other Member Blogs.
125X125 and 46X60 Banner exchange.
www.adigitize.com
Adleaf
You place Text-links advertisement in exchange for your Text-Link Ad appearing on participating Adleaf network members.you start with a certain amount of Free credit to show your link on other blogs, and you get rewarded each time you have a new visitor with free impressions (Credits).
Text-Links Ads.
www.adleaf.com
Spottt
Free Banner Exchange from AdBrite, similar to EntreCard and Adgitize.
www.spottt.com
The choices are wide open and you pick your own way to go, but keep in mind that those ads will not make you rich overnite! They are a ways of monetizing your blog and making it cost-effective; even for a passion driven blogs!
In the next part I’ll be talking about fine-tuning what you have learned so far, there are a lot of common mistakes that even the experts make, Stay Tuned!
Almost forgot:
All Trademarks and brands mentioned in this post are registerd and the property of their respective owners.
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July 26, 2009 | 
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