| |
| |
|
PPC & Advertising Information |
|
|
|
Pay-Per-Click Marketing: How to Waste Your Advertising Budget
A well-oiled pay-per-click search engine campaign can land hundreds of highly targeted visitors on practically any website within a matter of days. That isn't new information. Most experienced online business owners already know it. But pay-per-click advertising is also one of the quickest ways to lose money, if it isn't done right. At the surface level, the process appears to be as simple as writing an advertisement, bidding for keywords, and waiting for traffic and sales to come rolling in. Nothing could be further from the truth, especially in the midst of today's heated competition for top keywords. So, for a few minutes, let us play the role of devil's advocate, as we explore some of the common downfalls encountered by hopeful but inexperienced pay-per-click advertisers. 1. - Making Advertising Decisions Based on Emotion The excitement of tapping into a new market, and the much anticipated thrill of watching click counters working overtime, can and often does lead to a hasty decision making process. Add to this a pressing need for a cash infusion, plus a bit of the gambler spirit, and a framework for failure will emerge. 2. - Overly Generalized Keyword Selection Keywords that are too broad in scope can inevitably lead to an excess of non-profitable clicks, driving an otherwise profitable campaign into the red. For example, a website selling athletic shoes should omit the simple term "shoes" from the keyword list. That term alone may generate a massive number of click-throughs. However, a good portion of the resulting traffic will likely be looking for sandals,dress shoes, or some type of shoe other than athletic designs. 3. - Poorly Worded Advertisements Pay-per-click ads are notorious for restrictions on allowed word count. While the headline and ad body should contain as many prime keywords as possible, every single word in the ad should be weighed and measured for effect. A vague or loosely related advertisement may pull throngs of curious visitors, but the ultimate value of each of those visitors must also be considered. The point of a great ad is to attract only those who have a purchase already in mind. 4. - Failure to Calculate Bid Value An untested ad leaves much of this process to theory, but even a theoretical profit model is better than none at all. Otherwise, the urge to bid simply for top positioning may ultimately spell an overall loss of profit. Three critical points to consider are: - product pricing Let's say a modest CSR of 1% may be expected, meaning one out of each one-hundred visitors will order immediately. The product is priced at $69 and a 50% profit margin per sale is acceptable. Given these factors, up to 50% of the product price ($34.50) can be spent to achieve the sale and deliver the product. For the sake of this example, consider that delivery costs are nil. Therefore, $34.50 divided by 100 clicks = $0.345 as an absolute maximum bid per click. There are only three ways to increase the bid above $0.345 while maintaining the integrity of the campaign: - raise the product price above $69 5. - Failure to Track Results and Manage the Campaign Once the advertising campaign is set in motion, results should be tracked and analyzed on a daily basis. Many pay-per-click search engines now provide in-depth analysis and reporting tools that greatly simplify this process. In addition, specialized pay-per-click tracking software is widely available, and in the absence of a workable alternative, will prove to be a wise investment. However, based on this writer's own experience, no two selling days are alike, even on the Internet. We suggest that no fundamental changes be made to the campaign until at least five-hundred click-throughs have been gathered, or until the campaign has been live for several days. Those suggestions are, of course, only rules of thumb. Any campaign found to be creating a cash hemorrhage should be discontinued immediately and thoroughly reevaluated. 6. - Failure to Enable Follow-up Marketing An inexperienced pay-per-click advertiser might expect to begin turning a profit immediately after the ad goes live online. However sweet a dream that may be, it is often not the case. Without follow-up capability, the profit potential of any pay-per-click campaign is severely reduced. A majority of prospects will not buy on their first visit, and may not return to buy later. As a result, the entire campaign may register a net loss on the initial run. However, even a money-losing initial campaign can be turned into a winner over time, if the campaign is focused not only toward making immediate sales, but also toward producing a mailing list of interested prospects for later follow-up. The mechanics of the follow-up tactic are beyond the scope of this writing. We invite the reader to visit the link below and investigate a series of articles on follow-up email marketing and the effective use of autoresponder systems. Dan B. Cauthron is a 30 year direct marketing veteran and has been successful on the Net since 2000. Subscribe to his 100% original content *Revenew Quick Tips* NEWSLetter and receive Dan's Hand Picked eMarketing Success Library free of charge - http://DanBCauthron.com/autoresponders.html; http://DanBCauthron.com
MORE RESOURCES:
PPC-Advertising - Google News |
|
|
|
RELATED ARTICLES
7 Secrets for Pay-Per-Click Success "Pay-for-Performance" or "Pay-per-Click" Internet advertising is making big waves lately, and the two biggest players are Google and Overture, which was recently purchased by Yahoo. Microsoft has since joined the fray with MSN Search and there are numerous other fish (albeit tadpoles) in the pond. MSN PPC Advertising Network Finally Debuts MSN PPC Advertising Long-Awaited Debut Announced You probably already know that there are really only two major players in the world of PPC advertising: Overture and Google Adwords. By the end of 2005, there will likely be a third: Microsoft's MSN Search. Internet Advertising Options Your online business will likely require more advertising than a contemporary business downtown, yet some new to the world of online business do not spend the time and money to advertise their business appropriately and are, in turn, losing money. Your online business is crammed into the world wide web along with thousands of others selling the same product or service as yourself. Google Adsense - A Website Income Many of us have websites and as a matter of course join the Google Adsense plan and place the appropriate script code on our web pages. Taking for granted that visitors will come to our web pages and quite happily click on these Google Adsense ads and consequentially we will make money. How to Make More Money with Google AdSense Like any Google AdSense Publisher, you will want to increase your Google AdSense revenue. Your AdSense revenue depends on 3 factors: (1) the number of visitors to your site, (2) the number of visitor that clicks on the ads (Click Through Rate, or CTR), and (3) how well the ads pay (Cost Per Click, CPC). AdWords Campaign Set Up AdvancedTips Make Your Ads DifferentYour completed AdWords ads are going to run right along side everyone else's. You need to use words that will make yours stand out. How to Beat Your Rivals on Google AdWords Google AdWords is a great tool for driving traffic to your site; but you need to know how to make the most of the system. Many people just find they end up spending loads of money bidding on super-competitive keywords and sooner or later their ads get disabled for under-performing. The Truth About Google Adsense Make $$$$ with Google Adsense! Top Paying Keywords! $100 per click!You have seen these headlines, right? Are they real? Can one person clicking on you Adsense links really earn you a $100? Maybe, maybe not. Most of the top paying keyword lists are a big crock of S**T! There is no doubt that the adsense program is one of the most successful marketing programs ever created. How to Quickly Create an Adsense Site That Brings In the Bucks One of the hottest crazes for online marketers is Adsense sites. These marketers trade in information and build sites that are tightly focused around one small niche. Plan Your Way to Pay-Per-Click Campaign Success! Have you heard the saying, "planning is everything?" Perhaps there is some truth in that saying so let's discover how to successfully plan your pay-per-click campaign.Let's keep this simple and create a list of required tasks to successfully plan your pay-per-click campaign. Pay-Per-Click Search Engines - The Basics Search engine optimization can take a long time to show results. The Google sandbox alone can delay optimization results by 6 to 8 months. Tips for Maximizing Your Google AdSense Revenues Despite what you may hear, the Google AdSense program is not for everyone. There are some types of web sites that do poorly no matter how hard the owners try, and there are others that should be doing well but the webmaster simply isn't putting in the effort to make things happen. A Smart Trick for Attracting Higher Paying AdSense Ads There are no guarantees in life, so I don't guarantee that following these tips will bring you more money every time. However, I do guarantee that they will greatly increase your chances of pulling more of the top-paying AdSense ads to your site than if you don't follow these suggestions. 10 Ways To Indirectly Get To The Top Of Search Engines There are millions of web sites trying to get listed in the top 20 spots of the major search engines. That amounts to a lot of competition! I say if you can't get listed at the top, indirectly get to the top. We Are Right In The Middle Of A Pay Per Click Baby Boom No, this baby boom will certainly not swamp the Social Security system (sort of a bad joke for those that live in the United States, but many other countries.. Google Adwords - Manipulating Keywords For Success As you probably know, Google Adwords is a pay-per-click solution offered by Google. As with other PPCs, you are given the ability to place your small advertisement on various platforms controlled by Google. When AdSense Goes AWOL No matter how hard you work to optimize your page, there are going to be times when Google just can't figure out which AdSense ad to deliver, so it defaults to delivering a PSA (Public Service Ad) instead.Now I don't have any problem with charities, but I give to the ones that I choose to give to. Work At Home Business Tip - Test Everything Dinner With Mark JoynerAbout 3 Years ago in Los Angeles I was Fortunate enough to have dinner with Mark Joyner. I was at a Seminar and I was standing in the Hotel Lobby talking with Mike Litman and Mark Joyner came buy and said to Mike let's do dinner, he looked at me and said why don't you Join Us. How to Boost Your Adsense Revenue? By using this tutorial you will learn how to increase web traffic and click-through rates. In short you can increase your Adsense income by increasing Impressions, Click-through and Effective CPM. How to Skyrocket Your Paid Search Profits Faced with a mediocre or worse performing paid search campaign and the pressure to allocate resources elsewhere, many businesses choose to drop their paid search or scale back their budgets - leaving ripe buyers waiting to be harvested by their competitors.If you face paid search challenges, before you decide to drop or scale it back, try these proven strategies to skyrocket your profits.
|
| home | site map |
| © 2006 |
