Pay per click advertising - the services like Google AdWords, NineMSN Search Marketing and Yahoo Search Marketing provide you with a great way to track your online advertising, have instant results and are very cost effective. These are the qualities that make pay per click advertising my favourite way to advertise online. You need to make the most of your advertising money by ensuring that you are getting a good return for your investment. You can do this by using conversion tracking tools to determine where your money is being best spent.
A feature that allows you to do this is called conversion tracking and if you don’t know what this is you can easily search on Google for something like “Google Adwords Conversion Tracking” and a page should come up showing you how to install that. Once you have that installed, you can start to see the difference in the results between different keywords, different ads, and different landing pages. The first tip for Google Adwords or paid search is to:
1. Test Lots of Different Keywords: Don’t just test one or two; you should be testing hundreds or sometimes even thousands of very specific key phrases. You’re looking to work out which key phrases are effective at generating enquiries and which key phrases are just spending your money without having an effect. Once you have conversion tracking installed that will allow you to tell the difference.
2. Test multiple ads: Google Adwords, for example, allows you to test different ads for getting people to your website and you’ll quickly see that some ads are much more effective at generating traffic than others. In a recent example in the finance industry, we worked with a client and we actually found that one specific ad was able to generate traffic and conversions at a 30% lower cost than any of the other ads they were running. So when you’re actually running five figures worth of advertising every month, a 30% saving can be rather welcome.
3. Break up Your Pay Per Click Account into Targeted Ad Groups: An ad group is simply a group of ads which will be brought up by a certain group of keywords. Let’s suppose that you’re a mortgage provider. As such, you offer mortgage refinancing among your products. You may have an A group of ads which are triggered by the keywords “refinance mortgage” and closely related variations. The ad which comes up in these keyword searches will have these words in it and will be targeted to potential customers who may use these keywords - and send those who click on the ad to a landing page which is about refinancing mortgages.
You’re trying to make your ads and your websites as closely related as possible to your keywords; this is what gets higher conversion rates for your business.
When you implement these strategies, you can actually increase the performance and return on investment of your Google Adwords or other pay per click accounts by orders of magnitude. So, we’re talking two times, three times, five times, even ten times the results just by following these strategies.
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