Category Archives: Pay Per Click
Posted by Admin
(This column first appeared on RIMOFTHEWORLD.net on October 9, 2011.)
I enjoy hosting parties. But I have to be honest. It isn’t so much that I like to prepare food, decorate the house and entertain guests as it is I love having an excuse to get my family on board with cleanup before everyone arrives. Intuitively, my usually clutter-prone kids and husband understand that we should put our best feet forward where visitors are concerned. So, pre-party, no one argues with me about embarking on an archaeological dig to remove dirty laundry so we can rediscover whose room is whose. When company is due, everyone is on board.
Are you careful to put your best foot forward where advertising is concerned? I pose the question because, left to their own devices, it’s common for entrepreneurs to make the mistake of creating marketing campaigns from their own points of view instead of from the perspectives of their target markets.
In a recessed economy, where budgets are tight and maximum return on investment is critical, you don’t necessarily have to hire a professional to manage your marketing efforts. But if you go it alone, you’ll need to find a way to make sure the money you decide to spend is actually reaching the people who are most likely to purchase your products or services.
One of the most popular promotional avenues of late is pay per click (PPC). So, although I’ve written previous posts about it, I think the topic is worthy of additional attention. Depending on the way it is used, PPC can either quickly suck your bank account dry without delivering a single paying customer or effectively direct scores of sales to your online or physical store.
Since there are dozens of ways to use PPC campaigns, how can you be sure to use the right platform in the right way to produce the right results?
Here are a few PPC providers. (But the list is by no means exhaustive):
- Google AdWords
- Google AdWords Express
- Google Places
- Microsoft Advertising
So which platform should you use? Since most PPC campaigns operate in much the same way, the trick is to advertise where your prospects go instead of where you do. Clients often tell me they don’t want to use one platform or another because they “never visit that website.” Unless you fit into your own target market, that isn’t the parameter you should use.
Instead, research to determine where your best potential customers are spending their time. Then, use that place to put your best foot forward. For instance, if you provide a service, consider advertising on review sites. According to a survey conducted by eMarketer: “Consumer reviews are significantly more trusted—nearly 12 times more—than descriptions that come from manufacturers.”
Another survey, done by Econsultancy, showed that 90% of consumers online trust recommendations from people they know and 70% trust opinions of unknown users. So, if you provide a service that can be reviewed, consider advertising on a review site. Since you can’t legally solicit positive reviews, the best way to take advantage of review site traffic to promote your own product is to purchase PPC on review sites. Here are a few to consider:
Although you won’t likely be able to employ someone to do market research for you without spending any money, you can always do research on your own. To find out which websites your customers rely on, ask them. And take advantage of the free listings available on virtually every review site.
On a Limited Budget—
If money is tight, you might want to use the resources you have to hire a research firm to determine which PPC site to try. These firms can determine where you would find the most bang for your buck. Another option is to experiment on several sites at once to determine which sites provide the highest click-through rates.
The Sky’s the Limit—
In a perfect world, you should find a company to research your target market and manage your campaign. Pay per click is time intensive. The Facebook ad team advises running at least10 campaigns concurrently to experiment with different combinations of messages and images. Imagine the potential time drain of managing multiple campaigns on several sites at once. If you can swing it, getting as many people on board as possible is a party.
Until next time, I’ll be Bowling for Business.
Posted by Admin
Cleaning House with Pay Per Click
On the heels of the holiday season, our house looks a bit like a war-torn country. Half-eaten plates of cookies, broken candy canes and stale cinnamon rolls crowd the kitchen counter. Torn tissue paper and abandoned gift bags pepper the living room floor. Opening a cupboard is like preparing for a bomb blast, requiring deft “duck and cover” maneuvers to guard against plastic Del Taco cups and Tupperware that fall like mortar.
The reason for the disarray is simple. We have too much crap. (Sorry for the vernacular. But there is really no other way to describe how much junk my small family somehow manages to accumulate.) Every January, to combat the onslaught, we schedule an informal “Clean up the Crap Day.” We spend hours sorting through our possessions and arranging them into piles to throw away, donate or stow. And whenever we take on the task, I wonder how, in a single calendar year, one family could have possibly made so many trips to Wal-Mart.
After clean up day, we breathe a collective sigh of relief and vow never again to repeat the practice of letting things spiral out of control. We agree to live simply, cut out the clutter and streamline our household so that we won’t have to spend needless energy sifting through excess in order to find what we really need.
In this economy, the same might be necessary for your current advertising strategy. It might be time to clear the crap. And if you’re going to get down to brass tacks, consider implementing one of the best advertising options available today, Pay Per Click.
Also known as Pay Per Ranking, Pay Per Placement, Pay Per Position or Cost Per Click, Pay Per Click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. When you enter a word or phrase in the search bar using an engine such as Google, Yahoo or Bing, two different sets of results are returned… organic (or natural) and sponsored (or paid). When I explain this phenomenon to Mountain Marketing Group clients, I’m surprised at how few are aware of these two very different categories.
Organic results are purported to be completely non-biased—meaning that the engine will not accept any amount of money to influence the rankings of an individual site. This is quite the opposite of paid advertising which appears in “sponsored” or “featured” search engine results, in which higher positions are rewarded to the companies willing to pay the most per visitor. You can tell the difference between the two types of search results because sponsored keywords appear in shaded areas just under the search bar and at right.
The nice thing about PPC is that you pay only when a searcher clicks on your listing and connects to your site. By using PPC, you pre-qualify your audience, since they were actively searching for your product or service or they never would have found it in the first place.
Although it is not possible to advertise for free using PPC, I have managed campaigns for clients who have set campaign limits at $10, just to see if their keywords generate any activity. When you consider the cost of advertising using other mediums, where you have to pay regardless of the effectiveness of the ad, PPC is a great alternative. There are simply no hidden costs.
On a Budget—
Keywords cost anywhere between .05 per click and several dollars, depending on competition. The most expensive keywords relate to the mortgage industry, where people pay up to $40/ click. Our clients pay an average .75 per click. If your product or service is highly competitive, there are still plenty of ways for you to utilize PPC without having to pay an arm and a leg for the privilege. One is via Facebook, which offers PPC ads which are different than Google AdSense, Yahoo Search Marketing or Bing Search Ads. On Facebook, you can create an ad, which includes artwork, for free, set campaign limits, handpick your audience and leave thousands of impressions for only a few dollars per month.
The Sky’s the Limit—
One of our clients spends $2,000 per week on Pay Per Click advertising. The reason he is willing to invest so much is because he is happy with the results. If an advertising strategy had the potential to change the game for you, would you consider it? PPC might not be the best marketing method for everyone. But, for many, the strategy is the single most cost-effective way to hunker down and cut the crap.
Until next time, I’ll be Bowling for Business.
Tags: Bing Search ads, Bowling for Business, bowling on a budget, business press, clean up the crap, Facebook, Google AdSense, Kathy Bowling, mortgage industry, mountain marketing group, Pay Per Click, PPC, rimoftheworld.net, Yahoo search marketing