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What They Don’t Tell You About PPC Advertising 
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Copyright © 2008-2009 – Internet Consulting and Coaching, Inc. – All Rights ReservedPlease do NOT distribute this e-book to others. It is for your use only.Unauthorized distribution constitutes theft of intellectual property.Visit Our Website for Updates and Additional Copies: www.InternetConsultingAndCoaching.com
What They Don’t Tell You AboutPay-Per-Click Advertising
We have heard the following phrase many times over the past eleven years… “Why spendso much time trying to create visibility of my website using natural SEO techniques when Ican just run ads on the Google, Yahoo! and MSN ad networks?” The assumption here isthat setting up and managing a PPC campaign is much easier than creating keyword richcontent pages within a website. Most SEO firms will vigorously challenge this statement.Well… the truth be known, it is easier IF it is done correctly!Of course, the operative word is “correctly”. In other words, if you don’t set up the PPCaccount correctly you will invest [spend] much more money than is necessary to driverelevant traffic to your website. Secondly, if you don’t manage the PPC account with an “eye” for details and read between the lines… your PPC campaigns will cost you much moreand the ROI will be reduced.So that brings us to the subject of this document… sharing the “What They Don’t Tell YouAbout Pay-Per-Click Advertising” tips and recommendations on how to properly manageyour PPC investment. The points shown below will merely scratch the surface of the detailsthat are involved with maximizing a PPC campaign. Our experience shows that novices can “run” PPC campaigns; however, it requires a specialist to maximize the variables andmanage the costs associated with the campaigns.
Issues to Consider…
The following statements have been raised during many phone conversations and meetingswith clients. We will bring them to your attention in a list format and then address theimportant ones with brief comments.
Use the keyword analytical data to improve page content and keyword usage resulting inhigher Natural SEO rankings.
The reason we start with this statement is to get you to think beyond just the PPC campaign. In other words, the keyword phrases that are being searched by thoseindividuals who land on your website through the PPC campaign should beconsidered in updating and improving the performance of your website’s natural rankings within the search engines [SERPS].
Keywords with expensive CPC can raise your “spend amount” and increase yourmanagement fee [most PPC Agencies charge between 15 – 20% of the Monthly Spend].
The message here is to review each keyword phrase Cost Per Click carefully and determine if you can achieve similar or improved traffic results using less costly and less targeted keyword phrases. Many times the selection of 4-5 keywords will  produce more leads for the same cost as using a high priced [highly competitive]keyword phrase. Finally, you can usually negotiate the outsourced management fee based upon the total amount being paid to the vendor.
 
 
What They Don’t Tell You About PPC Advertising 
3
Copyright © 2008-2009 – Internet Consulting and Coaching, Inc. – All Rights ReservedPlease do NOT distribute this e-book to others. It is for your use only.Unauthorized distribution constitutes theft of intellectual property.Visit Our Website for Updates and Additional Copies: www.InternetConsultingAndCoaching.com
Designing PPC ads without modification of the landing pages re relevant content, call-to-action, and focus on conversion will decrease the revenue producing opportunity.
Search engines have recognized the value of delivering relevant content to theusers of their services. In other words, they know that more people will use their search engine to locate information, products and services IF their PPC advertisersdeliver a relevant connection between the Ad Text and the Landing Page content.
Landing Page Quality Score is also very important. In basic terms, Quality Scorerefers to the relationship between keyword, text ad, and landing page. Searchengines are in the business of providing users with the most relevant information.By insuring that advertisers are delivering relevant, high-quality ads, the searchengines enhance the user experience by displaying ads that meet users’ needs,while driving quality traffic to advertiser websites. The most relevant ads get rewarded with lower costs and higher positioning.
Website conversion metrics are needed to record and analyze the paid advertisingprogram’s viability and ROI.
There is an adage in the PPC Management Business… “If you cannot measure it…don’t do it!” This is prudent advice since the potential for run-away costs arealways close at hand when using PPC to drive traffic to a website.
We recommend two levels of capturing analytical data from the PPC campaignsand the website activity. Search engines provide their own metrics and allow users to set conversion data collection triggers. We also recommend that our clients implement website analytics, like GoogleAnalytics, Omniture, Coremetrics,etc. The combination of using both levels of analytics provides the PPC manager with enough insight to make high quality decisions.
Use PPC to “jump start” the Natural SEO Programs e.g., Launch in 2-3 weeks whileNatural Search Engine Optimization project is being developed and launched 8-12 weekslater.
Many times we recommend that our clients work with us to launch a limited PPC campaign during the time it takes to create or update their website using SEO and other Internet marketing techniques. The speed in which a PPC campaign can becreated and implemented often starts to “prime the pump” by delivering potential clients to a website.
In addition, a PPC campaign can also provide the website marketing team withvaluable insight into the activity and draw of certain keywords that are being used within the website.
Relate the conversion rates, ROI and profit back to “ad pull” plus search engines andkeywords used.
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