Buying your way to the top with Pay Per Click Advertising (Part 5)
2. Build unique ads for each search phrase. It takes a lot more time to write a unique ad for each search phrase relevant to your business rather than creating one ad for all of your search phrases, but the extra work will definitely be rewarded. Ads that are aligned with the corresponding search term receive more clicks, which will mean more targeted traffic, and in some cases paying less per click (on Google Adwords) due to the intricacies of how the advertising is priced.
3. Send visitors to the most appropriate page of your web site. If you place an ad for a specific product within your online store, don’t send visitors to your homepage and force them to dig for what they just searched. This will frustrate your visitors and increase the chance that they’ll hit the dreaded Back button.
4. Track your results. Spending money without measuring the return on your investment is not a good business practice. At the very least, consider installing the free tracking tools available through Google Adwords and Overture to measure which terms are delivering results for your business. Beyond that, consider using a 3rd party statistics tool with conversion analysis to compile the results of your various pay per click programs into one easy to manage interface.
Go for it
People are searching for what you sell at this very moment! If your site is not showing up near the top of the results, your competition thanks you.
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Ed Kohler is the President of Haystack In A Needle, Inc., a web marketing firm in Minneapolis, MN, offering search engine optimization and pay per click advertising consulting services. HaystackInANeedle.com kohler@HaystackInANeedle.com |
