Pay Per Click Advertising Tips

Pay Per Click Advertising Tips

Google Tips:

Show your ads more often.

Your daily budget determines how often your ad is shown for your keywords.To maximize the number of times your ad is shown throughout the day, we will set the daily budget to Google’s recommended amount.

Improve your ad's position.

Your ad's position is determined by two factors: maximum cost-per-click and your ad's actual click-through rate.Increasing either your maximum cost-per-click (CPC) or your ad's click-through rate (CTR) will improve your ad's position.

Studies we conducted proven that the higher your click-through-rate (CTR) the lower your cost-per-click (CPC) will be for the same ad group. So, the more traffic the less you pay for each lead directed to your site.

Example:CTR to CPC is about 1.0 to .29%Example: (+/- .03%)
Data collected from same ad groupwith three different alternating ads
CTR = 3.9% CPC = $0.79 served 33%
CTR = 2.9% CPC = $1.11 served 35%
CTR = 1.9% CPC = $1.43 served 32%

Content and Keyword Targeting

We will optimize your content and keyword targeting.

Targeting ~ who should see your ad

Select keywords and phrases relevant to your product or service.General keywords will generate the most impressions, but will often result in the fewest number of clicks.

For example, if you sell golf equipment, you wouldn't want to choose the keyword "golf," because your ads could appear to people searching for subjects (such as golf lessons) unrelated to your business. Instead, you should select more descriptive phrases for your products or services so your ads will appear to those who matter—prospective customers searching for what you have to offer.

You might want to try:
Golf clubs
Golf shoes
Golf Balls

Not everyone will enter the same keyword spellings to search for your type of product or service. You can increase your chances of reaching more prospects by including spelling variations and plurals in your keyword list.

Examples:
Golf club
Golf clubs
Golf Set

Content - What should your ad say?

Include keywords in your ad text or title.If your keywords appear in your ad text, users will be able to immediately recognize that your ad is relevant to their search.

One way to create targeted ads is to create multiple ads within an Ad Group. In each ad, include one or more of the keywords from your keyword list.Another way to customize your ad text is to create multiple Ad Groups, each with one keyword and one ad that contains that keyword.

We believe a clear style.Short, non-repetitive sentences work best. Double-check spelling and grammar.

We’ll test multiple ads per Ad Group.

Try different messages, and see what works best.

Our system tracks the CTR for each of your ads, so we can identify and remove ads that perform poorly. Identify the unique aspects of your product or service.

What makes your product or service useful, relevant, better, and different? We will call attention to the unique benefits you offer to set you apart from the competition and to attract more searchers.

Example: "Wholesale prices on brand names"

Use a strong call-to-action.

We will use a call-to-action to prepare your audience for what you want them to do.We’ll make sure that this phrase is unique and specific to your business so that it is more informative and compelling and distinguishes you from the competition.

Example:
"Register for membership now,"
"Save on DVDs,"
"Get cheap stereos," or
"Join now for 20% discount.

"Links -landing pages & conversion tracking

Link to relevant and informative web pages. Users click on your ad when they are interested in what you offer. We will make it easy for them to find out more by sending them to a relevant destination (landing) page.Make your landing page easy and intuitive for the user to understand.

Example: If your ad offers a free product, link directly to a page that clearly displays that product.

Overture Tips

Overtures’ Pay-For-Performance (PFP) business model is a little more cut and dry than Google where as we select the most searched and relevant keywords and set a bid price for position.

Overtures’ bid tool is designed so that we can see what the max cost-per-click (CPC) that our competitors are willing to pay for each keyword and factor in if bidding higher or lower is more cost effective when determining your return on investment (ROI).

Search ListingsSearch listings are setup with title and description and with URL of landing page desired for optimal CTR.

Titles and descriptions will need to be refined as more data is collected over time for continuous increase of CTR and raise the opportunity of desired action or sale.

Only ads in the top three positions are guaranteed placement on Overture partner sites.

Some Overture PartnersAll the web, Alta-Vista, CNN, HP, Info Search, MSN and Yahoo

Data pulled from Google Tips, and from Noon-an-Night Marketing