Aside

Google PPC – continued.

…The biggest pay per click company is Google. The other main company is Yahoo. If you are new to pay per click, then it will be well worth your time to spend a few minutes checking out their sites.


Today I’m going to focus on Google. It only costs 5 pounds or dollars to set up an account. There is no minimum spend. And best of all, your campaign can be up and running within minutes. In one hour from now, you could be sending a steady stream of qualified visitors to your website.

Here’s how it works. First, you write your ad. It needs a catchy headline and a few words of compelling copy to get people to click on your ad. Then you select the keywords that you are going to bid on. For example, if we are selling our dog training videos, we might choose to bid on the terms ;dog training’, ‘dog training videos’ and ‘dog training problems.’ This means that every time somebody searches using any of these terms we want our ad to show up on the pages showing the results of their search.

Next, we need to decide how much we are willing to pay every time somebody clicks on our ad and comes to our website. The more you are willing to pay, the higher your ad will be placed. How much you need to pay to be near the top will depend partly on how competitive your search term is. For example, bidding on the term, ‘ballroom dancing training Manchester’ will be a lot cheaper than bidding on the term ‘Internet marketing’, because Internet marketing is a very competitive area.

But here’s a word of advice. People get too obsessed about how much each click is going to cost. Actually, the cost of the click is not what is important. What’s important is the business generated by each visitor to your site and whether it’s profitable. Suppose I was selling sales training, and my daily rate is 2500 pounds. I could be paying 5 pounds per click, and if only one in 100 of the people who clicked on my site, ended up booking me it would be a very worthwhile investment. It can often be worth paying what seems to be a large amount for all these website visitors, because providing you have selected your keywords properly, these visitors are highly qualified leads and highly likely or at least interested in doing business with you.

Now, I would like to share with you two of the Google ‘SECRETS’ that people are either not aware of, or if they are, are certainly not utilising to their full potential. These can make a really big difference to the profitability of your Google pay per click campaign.

The first relates to the position of your ad. The ads on Google appear down the right hand side of the page, and the ones near the top get significantly more clicks than the ones further down. If your ad is so far down that you appear on the second or third page you are likely to get very few clicks.

So, you obviously want your ad to be as high as possible. Many people think that the only way to move higher up is to pay more per click. But another thing that is really great about Google is that the amount you pay per click is only around half of what determines your position on the page.

The other 50% is determined by the number of people who click on your ad. This is known as your click through rate or CTR. So, quite simply, ads that get clicked on more often get a better position. And of course, that means they get clicked on even more often, and you end up in a cycle of success.

Well, guess what is going to determine the number of people that click on your ad? It’s not the quality of your product or service. It’s the quality of your ad!

In other words, people who write better ads get more people clicking on those ads and end up paying a lot less. If I am willing to pay 1 pound per click, and you are willing to pay 50p per click. but your ad gets three times as many people clicking on it than mine, you will appear above me, and only be paying half as much as I am!

So people who are good at marketing and good at writing ad copy do really, really well on Google. This is yet another spin off on your decision to get good at Marketing.

Our second Google secret is linked to the first and will actually help you get better at writing copy. Google lets you run two different ads at the same time for any of your keywords. Why is this important? Because it lets you test two different ads at the same time, and you can rest assured that one will almost certainly outperform the other. So here, in a nutshell, is how to get really good at Google pay per click advertising:

Always run two ads at the same time. Once it becomes clear which of your two ads is performing best, delete the underperforming one. Then write a new ad to try to outperform the better ad. Keep doing this over time and your click through rates will go up and up. You will soar above the competition, safe in the knowledge that not only are you getting more clicks, but you are paying far less than them for each click to your website.

You may like to re-read that last paragraph. I can pretty much guarantee that it will save you hundreds, if not thousands of pounds. I hope you are planning to send me a big, expensive Christmas present!

By the way, this form of immediate testing has been a dream of marketers for decades. In the past, the only way to do this was by spending months testing your direct mail or advertising campaigns, seeing which worked best, and then testing new versions. But it obviously took months or even years to perfect a campaign. The fact that you can acquire this knowledge in days and weeks is making many smart marketers a fortune.

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