March
17

AdWords is something which every webmaster needs to familiarize his or her self with. It’s by far the most popular PPC program available and is key to increasing traffic to your site. Since this is the most widely used PPC engine, it is also the most expensive to use; even small scale campaigns can end up being a little more pricy than you’d bargained for. However, you can use AdWords quite effectively even on a tight budget. Keep reading for three tips which can help you to get the best results from this popular PPC engine without breaking the bank.

One: Use Hyper-Targeted Keywords
These are the keywords which bring in people who are ready and eager to buy. These keywords are aimed at people who are looking to make a purchase right away. There are three phrases which I’ve found to be effective in targeting these consumers:

Buy Product

Purchase Product

Order Product

You’ll want to make use of the features which Google AdWords offers here; use quotation marks and brackets to ensure matching every type of query. This means that rather than simply using Buy Product, you want to use [Buy Product] and “Buy Product” in addition to Buy Product.  These three words can work wonders for your PPC campaigns. If you’ve got a popular product, aiming for the people who are just waiting for a chance to make a purchase can bring you more traffic than you’d even imagined possible!

Two: Use Site-Targeting
Site targeting is an AdWords feature which all too many people neglect to use. You can make your campaigns site targeted or keyword targeted. While site targeting isn’t always the answer, this option lets you target the top ranked sites in organic Google searches. When it’s effective, this option provides you with a much lower cost per click than you’d pay for keyword targeted ads.
To get the best results, what you need to do is to search your top keywords in Google. Examine the results for each – the top five to ten are all you really need to look at. What you’re looking for here is if these sites use AdSense. You’ll want to look at their AdSense placement. What you really want is top left placement, but as long as these ads can be seen without having to scroll down then this site is probably a good choice for your AdWords placements. Next, copy and paste the root URL of the site into AdWords to see if it’s approved for site targeted ads. If so, then you’re ready to go! Just fine tune your campaign; change the site’s root address for the link your Google search turned up. Once you’ve done this, only this page of the site will display your ad! This gives you a favorable, targeted placement which ensures a lower CPM than if your ad was displayed throughout the site.Three:  Include your product’s price in your ads
While this may seem intuitive enough, many advertisers don’t do this – and it can keep your cost down by deterring those surfers who don’t really intend to buy. Including the price of your product in the ad reduces non-buyer clicks by as much as 80% in my experience. Of course this means less clicks overall, but what’s important here is that your clicks are much more likely to come from people who want to buy. If your prices are lower than the competition, then using the price point in your ad copy is a particularly effective technique to use.

Use these three tips and you’ll have an edge on your AdWords competition. Good luck!

Richard Mortimer 

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March
4

PPC (pay per click) advertising is one of the most effective ways of reaching a large number of people who fall into your target market. A well designed and implemented PPC campaign can bring an enormous number of targeted traffic to your site and greatly increase your conversion rate; and of course every website depends on traffic to remain viable. You can run a highly effective PPC campaign without spending a lot of money – that’s what I’m going to show you how to do here. This is a 3-step plan to maximizing the return on your PPC campaign investment.

Step One: Use Long-Tail Keywords
Long tail keywords are keywords which consist of four or more words. Short keywords are great, but the competition for these words is fierce which drives up their price. Rather than paying several dollars per click for these keywords, you can find relevant long tail keywords which are effective at bringing in traffic at a far lower cost. You can find these keywords using keyword research tools. The results will be less immediate than with short keywords, but long tail keywords tend to cost only pennies per click and will bring you more traffic at a lower cost over the life of your campaign.

Step 2: Monitor Your Campaigns And Use Split-Testing.
There are a lot of failed PPC campaigns which could be very profitable with some minor adjustments. Usually, the problem is using the wrong keywords. Of course, the only way to find out what’s going wrong with a campaign is to look into it closely. Split test your campaigns and drop- the keywords which aren’t getting you clicks. These keywords are keeping your click through rate (CTR) low, which relegates your ads to a lower page ranking and increases your costs. You can also drop keywords with a low conversion rate – don’t keep any keywords which are costing you money, simple as that.

Step 3: Use PPC for List Building
Where PPC can really come in handy is on list building. Acquire or create a product (a report or e-book is a good choice) to offer as an incentive for signing up to your email list. You’ll need to create an opt-in form for your site and set up an autoresponder to deliver this incentive. The next step is developing a PPC campaign to drive traffic to this page. Use any keywords you like, but make sure to set a budget and stick to it. This technique can quickly build a large list which you can then promote other products to. Your list is your most valuable asset. Generally speaking, a list is valued at around $1 per month per subscriber in terms of its potential to generate income for you. You may even want to include an opt-in form on the purchase page for your products – a list consisting of people who are already paying customers is a valuable thing.

This three step program will give you a leg up on the competition and let you make the most of the possibilities offered by PPC advertising to grow your business. Best of luck to you and your business!

Kind Regards, 

Richard Mortimer

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