Paid Search Advertising or PPC (Pay-Per-Click)
How has Google become a 100 Billion dollar company?
For the most part, from the ads it displays on the right hand side of its search results. These ads are part of the Google Adwords program.
Google has an uncanny ability to match the content of the ad being served to the topic of a search result.
Thus advertisers (you) get laser targeted traffic. The searchers (your potential customers) get commercial offers relevant to what they are searching for. Its a win-win scenario and the main reason Google is the 800 pound Gorilla on the internet.
As a small business owner, you can use Paid Search traffic to accomplish two important goals:
1. Test the conversion rates of your website and target keywords. You can pick a keyword and send traffic from that keyword to a page on your site.
With tracking installed on your site, you can measure the effectiveness of sending a real person, searching for a particular keyword, to a particular page on your website, and whether they convert into a paying customer – all for the cost of a click.
2. After finding a few gems from step 1 above, you can “turn on” the traffic and get a steady stream of high ROI visitors to your website.
The Horror, The Horror
Now many business owners can tell horror stories about their experiences with Pay Per Click.
Maybe they spent hundreds or even thousands of dollars and got little or no results.
This is easy to do if you have not set up your campaign goals and details correctly.
Pay Per Click can be tricky. Really tricky.
Of the two goals listed above the first is by far the most important.
If you find a keyword that converts visitors to paying customers on the Pay Per Click side, then you have a good idea that your promotional efforts on the free traffic side for that niche will be worthwhile.
When a keyword fails to convert visitors to paying customers, then you might ditch that niche/ keyword all together.
This kind of testing can be accomplished on a modest budget. After 100 clicks or so, you should have a feeling if you have a winner or if you should move on.
If you find a gem, meaning a converting keyword whose cost per click is low enough to give you a high return on investment, then you can open the flood gates and buy as many clicks as you can get your hands on.
Basically, if Adwords becomes a major source of sales for you company, then great.
However, if you make a small investment to conduct sophisticated market research into what niches create new customers for your business, then you’ve gotten your money’s worth.
Let Us Do It For You…
Google Adwords Pay-Per-Click
We will spy on the other company’s purchasing Adwords in your market.
From this data we will extract their highest ROI keyword terms and what they pay (approximately) for these keywords.
We will setup your Adwords campaign including ad copy for each niche/ keyword phrase.
We will set up A/B split testing on all ad copy to find the best converting ads.
We will monitor and optimize your keywords, ad copy, and cost per click bids.
For a Free Consultation…
Call (951) 288-8882 Today!
