Learn Google AdWords Optimisation

The benefits of Pay Per Click (PPC) paid advertising with the search engines compared with established systems is just this: almost all traditional methods are broadcast methods to potential customers who have demonstrated next to no interest in purchasing your product. Think of magazine ads etc. They are all broadcast adverts. Sure there some directed than others, if you are selling marketing services to companies, you advertise in a marketing magazine, but that's a crude technique these days.

Search Yahoo for "software" and down the right hand side, you'll see links by websites who are paying them to have their ad and site shown there on the first page of results. This is PPC Advertising and this is why Google now makes more than $6 Billion per year!

What about someone searching Yahoo for "how to do online marketing for solicitors"? That's a consumer that right at that moment in time is interested in finding out a very specific thing. If you expect to offer a product that can help them, you'd better hope that you're on the first page of Google or which ever Search Engine you prefer. What is it worth to you to have that potential customer visit your webpage within 4 seconds of entering that into Yahoo?

Sure, you might search engine optimize your website to make sure you have Improved Search Engine Placement for your keyphrase, but this takes time and a significant investment of money. This is where paid internet marketing really comes into it's own, and is poorly utilised as far as I'm concerned. Your website will be on the first page of your chosen Search Engine the same day for your search term for a very small budget. In a short time you'd have some indication of how many users that will really search for that term, browse your site, and purchase your service. This is up to date, market research for a small budget that you simply can't get any other way.

Let's say that you are paying 20p per click, and 500 people click your link making a total spend of 100. And say the conversion rate is a modest one percent, so you've got 5 new sales and more importantly 5 extra customers that you can now sell to again. All for 100 outlay! How much is your average customer worth to you? Doesn't this look like something you should be doing?

One key thing to understand is how Google ranks the paid for PPC marketing Adverts. Basically it's an auction in real time. The highest bidder wins. If you bid 20p and a competitor bids 25p, they will rank above yours. In truth it's considerably more complicated than that: if you have a superior quality Pay Per Click ad campaign, it is definitely possible for you to rank above the 25p advert because the search engine will give performance increases to better performing Pay Per Click ads. The key point is that if your PPC Services Company knows what they're doing with PPC bid management, it is likely you will achieve improved rankings (read more traffic) for less money. So your valuable online internet marketing budget works harder and you save money. Conversely, if your AdWords advertising campaign is administered by someone who doesn't know what they are doing, it will cost you more.

Some of the jobs an expert Google Advertising Professional should perform (Such as Intrinsic-Marketing.co.uk who provide Links Optimization Analysis) whilst administering your campaign, and if yours isn't, we strongly advise you get a Pay Per Click review of your online marketing campaign immediately:

Bid or Don't Bother - The whole point of PPC advertising campaigns is to get on the absolute first page of your Yahoo etc quickly. However, where there is in excess of eight (in normal conditions) even Pay Per Click ads can drop off the first page. Where there's competition such as 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 (CPC) values, or forget it.

Improved Website Return on Investment through Tracking Conversions - This is innovative marketing, this is not usual marketing, so you can use that to your benefit. The technology exists to monitor every sale and where it comes from. You will learn definitely which advert converts to sales and which do not. Remember, it's one thing to have significant traffic, it is another to have lots of sales. What would you rather have for Pay Per Click paid advertising: an ad that generates a thousand leads and 1% sales, or one that generates a hundred leads and 10% sales? For both you get the same sales, but the first costs you 10x the price in Pay Per Click advertising budget.

Match the Landing Page - A common mistake is not matching the page that users see when they click your ad, to the words found in your ad; which definitely should be targeted at what the person searched for. This simply means that when the consumer clicks your Advert, they see what they want to. Incredibly internet users are lazy! Would you believe that did you know that 1/2 of all internet browsers leave a website in under 8 seconds because they don't discover what they expected! Do this in preference to Better Website ROI

A/B Splt Testing Your Adverts - This is good Pay Per Click management and simply involves having more than one ad and testing which works best. Here is one example, we had two ads which were the same in every way except the start of the top title. One started "Learn to Prevent . . ." and the other started with "Stop . . ." Split testing found that 5% of the people who saw the "Learn to Prevent . . ." clicked it. BUT 8 percent of the consumers who saw the "Stop . . ." advert clicked that one. Guess what, we abandoned the first ad and got a better quality advert which in the end Google promoted to the top advertising slot on the page, for the same cost!

Multiple Ad Groups - The basic amateur failing is to group every keyword together to supply a single Ad. This is typically bad. Keywords must be split up into groups with Ad text that accurately show the keywords searched for.

Phrase/Broad/Exact Matching - Google AdWords allow 3 different ways to match search terms to your keywords, but many advertisers just go for the default matching option. You could significantly increase your targeted traffic from intelligent use of the other options which most incompetent Google Advertising Professionals do not even bother with.