Your step to the Top of Internet Marketing

While Search Engine Optimization (S.E.O) is a must for any online business; you need Pay Per Click Advertising (PPC) to take your venture to the next level: Making more money.  Think of it as an investment you pay ahead for better exposure and more revenue that will come later.

You would need all the help you can get your hands on; so here are few quick tips to get you started in the right direction:

Organize your Ads into Ad Campaigns

you should set up separate Ad Campaigns for individual products, working on multiple products and packaging your ads to point to them will only increase your work load, cost you more and decrease your campaign efficiency; it is like throwing handful of stones at a target (your prospective) and hoping that one of them will get his attention…

Organize your Ad Campaigns into Ad Groups

Each Ad Group with its own Terms and Keywords, each with an average of 25 terms for general campaigns and as little as One Keyword for a Must Sell product. The advantage of creating Ad Groups shows best when you run the reports, you get to Zero On a specific term you are using without digging through pages and pages of reports. As a good side effect to organizing your ad; you will be rewarded with a higher Quality Score from your provider (be it Google, Yahoo or MSN) as they consider your tightly organized groups. Remember: Better Quality Score equals better Ads position, and might even lower your Cost per Click (CPC).

Do not get attached to your keywords

Marketing in general changes fast; Internet Marketing changes even faster, your task is keeping up with the trends and those changes as soon as they happen, if you notice a drop in response for certain Ad Group; then it is time to revise the Keywords in that group and even dropping some of them. Humans are collectors by instinct; but Keywords do not follow that habit.

Start with Long trail keywords

You will be paying an arm and a leg on short Keywords in a very competitive arena; while your competition are using long tail keywords and laughing their way to the bank!  You would get less click-through of course; but they are Specific-need clicks; with higher conversion rate.

 Do not skip on A / B tests

Or Split Tests, they require more time and more money, but they provide you with an idea on which keywords are performing best in real world situation and how.

Improve your Ad Quality

Gone are the days when you place any ad in any form and someone…. somewhere will click on it; with the market saturation with ads and web surfers ignoring them; your ad should be of high quality with a  careful choice of wording: Catchy Heading, short and to the point Description and a sleek link. Take your time writing your ads, look at other advertisers ads and learn.

Work on your site relevance

Taking into consideration that Content is still King; your pages should be about what you are selling; with your campaign terms placed in a logical fashion in them. When the search engine can not find your own campaign keywords on your own pages; your campaign is a waste of time and money. If your campaign is designed for Hobbyist for an example; your page should be all about hobbies, Keywords and all.

Traffic is not everything

Quality traffic IS; you tend to look at the number of visitors to measure the effectiveness of your campaign: Lot of traffic…lot of sales….not exactly!

Compare a 1000 visitors who have seen your ad with 1 percent Click-through (which translates into 10 general inquiries) to 100 visitors who are looking to buy Hobby supplies and 1 of them decided to buy because your page screams: Hobby supplies Sold Here…the winner should be obvious!

Eliminate Duplicate Keywords

Pete and Repeat does not work in PPC, duplicating your Keywords in your campaigns will only cost you more money, money you should be spending on other Target Keywords.

Consider Pure-Play Search Engines

Alternative Ad Networks such as:  7Search, ABCsearch.com, Marchex ,and  Miva . Granted they are the Second Tier Search engines they:

• Cost less and give you decent results.
• Target Topics and not General areas like the Big Guns; this might play in your favor since you are trying to cater to specific group of buyers.
• Offer better CPA (Cost Per Action) and better ROI (Return On Investment).

Mastering PPC takes hard work, patience, persistence and a good grip on your campaigns,  and since you are who is calling the shots: You have the option to make PPC work for you or you can work for it… I’ll take the first one anytime!

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