Pay Per Click Advertising - "Must Know" Secrets For Successful PPC Part 2

Author: Wolf Benedict

Author: Wolf Benedict

In the last post, I went over 3 attributes of a successful PPC campaign. In this post, I will discuss three more. 1) Focus on conversions, NOT clicks. You can get 1000 clicks per day, but if they convert to zero sales, you've wasted your time and money. The goal of your PPC campaigns should be to have the highest conversion rate possible. This series shows you how to increase it, but you must get away from the "click" mentality and graduate to the Conversion School of Success. 2) Make sure your ad and landing page match. If you are selling a book on beginner's boat repair on your landing page, then don't advertise "Boat Repair For Advanced Professionals". It may seem obvious, but there is a certain percentage of folks who think bait and switch is an effective PPC tactic. Baiting someone with a promising ad that doesn't match your landing page or sales message is perilous for several reasons: First, your conversion rate will drop off dramatically. When people click on your ad, it's because they think clicking on it will answer a question they have. If the question isn't answered immediately upon visiting your page, they'll leave. You will have wasted your money, and you'll have a frustrated (non)prospect who will probably buy from a competitor. Second, you will lose money fast. PPC can be costly quickly. If you have a dynamite ad that gets plenty of clicks, but doesn't convert due to a landing page content mismatch, you'll be in the red in no time flat. Third, (and this is something not many people realize), Google, and possibly other search engines, will penalize you for having a low quality score. I will explain quality score in another blog post, but basically it's a way Google uses to measure your ad's relevance, accuracy and resourcefulness to users who click on it. Bottom line is, if the ad doesn't match your content, you will be penalized. Not only should your ad match your landing page, it should be massively targeted to the page. What does this mean? It means that you should have the same types of words in the ad that are on your page. For example, if you have a hair salon that sells accessories locally, you could have an ad like: Beautify Your Hair With

Jenny Gentile's Accessories

Brushes, Blow Dryers, Shampoo

Namebrand Discount Articles Available

YourWebsiteHere.net Then, on your landing page, you could have "Beautiful hair is possible with Jenny G's accessories. We have it all, namebrand discount items - brushes, blow dryers, shampoo." The search engines will LOVE this because it's completely relevant to the PPC ad you placed. Bottom line, keep it specific and as relevant as possible to the ad and your PPC rankings will soar (another tip for another blog post). 3) Test, test, test your ads. I will go over this tip in much more detail in future writings, but for now, it is essential for your business survival that you constantly test your ads. Change the headline, change the body. You can even test different URLs (domains) to see which ones pull better and convert. It is vitally important that you test your ads, tweak and improve them. Let's illustrate the importance of this one activity: let's say you and 3 other people are in a contest to bake the world's best cake. You have 1 week to cook this cake and the reward is $1,000,000. Do you think you would TEST to see which cake you produced was the tastiest, the most delicious? You bet your sweet asphalt you would! You'd be up night and day, cooking, concocting, asking people what they thought of it. You'd enlist your friends, family, strangers. You'd research ingredients used in the most delicious cakes in history. And you would test, test, test with all of the ingredients until you've reached pastry perfection. Use the same approach with your PPC ads. The benefit here is you get almost immediate results. You can see at the end of the day what is working and what is not and adjust it. Put on your PPC cook hat and start baking your best ads today. In my next part, I will sum up and ad more nuggets of know-how to creating stellar PPC campaigns. About the Author:

Wolf Benedict is an established home-based entrepreneur who coaches people on how to make money online.

"Want to Start a Business?

Do it the RIGHT Way With Training,

Support, Profit and Know-how"

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