8 Steps to Successful PPC Campaigns

8 Steps to Successful PPC Campaigns
Use the following checklist whenever launching a new campaign:

  • Research: Business Goals
  • Research: Target Audience
  • Research: Keyword Research
  • Implementation: Campaign Structure
  • Implementation: Ad Copy
  • Implementation: Landing Page Development
  • Implementation: Campaign Settings
  • Optimization: Statistical Analysis
  • Optimization: Refinement
  • Optimization: Bid Management
  1. Research: Business Goals
  2. Research: Target Audience
  3. Research: Keyword Research
  4. Implementation: Campaign Structure
  5. Implementation: Ad Copy
  6. Implementation: Landing Page Development
  7. Implementation: Campaign Settings
  8. Optimization: Statistical Analysis
  9. Optimization: Refinement
  10. Optimization: Bid Management

This article is an excerpt from Chapter 5 of our latest release, The SEO Business Guide. The whole chapter, entitled Paid Search, is available as a free PDF download along with a further two other chapters.
via 8 Steps to Successful PPC Campaigns.

SEO vs. PPC: When to Use Organic Search, When to Use Paid Search | WordStream

SEO vs. PPC: When to Use Which Search Marketing Method for Maximum Profit

When Is It Best To Use SEO?

SEO refers to a classification of techniques that are aimed to propel a particular website to the first page of the major search engines.

SEO is very important for online businesses, as statistics show that 80% of the traffic that can be generated for any website will come from the search engines. The biggest search engine is undoubtedly Google, which garners more than 400 million searches per day, hence, most SEO campaigns target this specific search engine.

So, when should you use SEO techniques? Below are some circumstances when SEO would prove highly beneficial for an online business.

  • When consistent results are desired.
  • When you wish to build an authority site.
  • When you want to increase the value of your website.

When Is It Best To Use PPC?

Now we go to the other side of the SEO vs. PPC debate.

Pay-per-click marketing is a method of advertising on search engine results pages. Basically, you bid to have your ads appear in the sponsored results when someone types in a query including your keywords.

Why is it named “pay per click”? Because you have to pay for every user who clicks on the ad you are promoting.

Popular PPC systems include Google AdWords, Yahoo Advertising, and Facebook’s advertising platform. Niche-specific PPC systems also abound. One good example is PlentyOfFish.com’s advertisement option, which works wonderfully with dating offers.

So, when should you use PPC marketing? Below are some circumstances when PPC would prove highly beneficial for an online business.

  • When immediate results are desired.
  • When highly targeted traffic is sought.
  • When promoting a time-sensitive offer.
  • When your website isn’t designed for SEO.

read entire article >> SEO vs. PPC: When to Use Organic Search, When to Use Paid Search | WordStream.

Internet Marketing Software – Search Marketing Tools for SEO & PPC | WordStream

WordStream is a search engine marketing software company. Our products make your search marketing campaigns better organized and more profitable. Click the button below and see what our customers have to say about us.
WordStream offers a suite of free keyword research tools for use in pay-per-click marketing and search engine optimization initiatives. Why pay for a keyword discovery tool when you can get all this functionality free?

Search Marketing Tools

via Internet Marketing Software – Search Marketing Tools for SEO & PPC | WordStream.

How to Make Money With Your WordPress Blog : Wealthy Affiliate Blog

How to Make Money With Your WordPress Blog

How to Make Money With WordPress: Don’t be boring!

There is nothing worse than reading lame content.  People tend to like reading things as though you are having a conversation with them.  This is what is known as “conversational speak”.  For example, the way I am talking to you right now is much more engaging than if I were to refer to you in technical terms.

Lame speak:

“People online make money with their WordPress blogs by an affiliate program that matches their content.”

Conversational speak:

“If you really want to make some money with your WordPress blogs, you need to consider who your customer is.  For example, say I am “Joe Blow” looking for a solution to get rid of a mole on my forehead.  What sort of program would I be looking for?  What sort of products will remove a mole and is there anything that is natural that can cover this up without me having to consider surgery?

Answer your potential customers’ questions or they will mozy along to a site that does.”

Write interesting content and people will actually read it.  If people want to read a technical definition of something they will go to Wikipedia.   Help people understand stuff and relate to things by talking to them as though you would your mom or your best friend.

How to Make Money With WordPress: Writing Should be FUN, relevant and unique!

How to Make Money With WordPress: Making Money From Your Traffic

The most effective ways to earn a significant amount of money from your WordPress traffic are:

(1) Affiliate Programs

There are many types of commission structured affiliate programs, but amongst the top are are Cost Per Sale and Cost Per Acquisition.  The most common is CPS which is usually commission % based, which includes networks like:

But there are also many networks know that pay per action.  For example an action could be someone filling out a form, taking advantage of a free offer, or filling out a survey.  Many affiliates are making a ton of money with both styles of affiliate programs, leveraging their WordPress blogs to do so.

I recommend that if you aren’t already part of them, you seek out these top networks for affiliate programs that are relevant to your “niche”.  Many pay very well and will be a nice inclusion on your WP blog posts.

(2) Google Adsense and Content Networks

Adding Google Adsense or adding ads from other ad networks to your blog can be a great way to earn money.  If someone clicks on the ads that are displayed on your page, you earn money.   We recommend using Adsense for this, but there are other ad networks that work well.  They include:

(3) Selling your own STUFF

There are many ways that you can sell your own products and services (or info) online.  If you have tangible products or used goods, you can use the following to sell them:

http://ebay.com
http://paypal.com

There are built-in plugins in WordPress that allow you to easily incorporate your eBay listings into your blog or to add a Paypal Payment feature on your blog.

Say you have a bunch of info on something and you think others would find it valuable and pay for it.  Maybe you know a lot about golf, maybe you know how to get rid of acne naturally…people pay for this stuff.  Create a PDF, and then put it on the Clickbank network as a merchant.

http://www.clickbank.com/sell_products.html (more…)

Will Users Click on Twitter Ads?

Will Users Click on Twitter Ads?

It’s official: Twitter’s advertising platform launches in the next 24 hours. The much-anticipated Twitter business model will begin appearing in search results in the afternoon, with ads on Twitter.com and within third-party apps to follow.

The launch of the new ad platform, known as Promoted Tweets, isn’t a surprise — like any other company, Twitter (Twitter) has to make money from somewhere, plus the existence of Twitter’s ad platform has been known for some time.

read complete story  The Multi-Billion Dollar Question: Will Users Click on Twitter Ads?.

Paid Search Marketing (PPC) – Best Practice Guide

Paid Search Marketing (PPC) – Best Practice Guide

Our Paid Search Marketing (PPC) Best Practice Guide will help beginners and experts implement and execute PPC strategies to maximise return on investment.

This is a thorough update to our original 2006 guide and includes information on recent developments including:

  • the quality score,
  • navigational searches and brand bidding,
  • ad placement and targeting within the paid search content networks,
  • opportunities with rich media,
  • localisation and geo-targeting,
  • mobile search,
  • demographic targeting,
  • click fraud,
  • and new tools for paid search marketers.

The guide remains highly comprehensive (at 310 pages) and covers all aspects of paid search. It is a superb resource for internet marketing teams, agencies, paid search consultants and strategists. The original guide has been downloaded many thousands of times, and has helped marketers improve the performance of their search campaigns.
Key Sections:

Part 1. Planning For Paid Search Marketing
Part 2. Targeting With Paid Search Marketing
Part 3. Budget And Bid Management For Paid Search
Part 4. Creative, Testing And Optimisation For Paid Search Marketing
Part 5. Communications Integration For Paid Search
Part 6. Appendices For Paid Search Marketing Best Practice Guide
Key features of our guides:

Comprehensive – covers all aspects needed for success in one place but also referencing other in-depth sources in different portals, forums, blogs, whitepapers and books.

Accessible – content will be chunked to help readers navigate to and assimilate relevant content.

In-depth – Cover topics in sufficient depth to successfully implement suggestions.

Practical – explain how to implement techniques and describe success factors that can be applied straightaway.

Improvement focused – will explain how to revise existing approaches through evaluation of current approach, refining strategy and then implementing an improved approach.

Leading edge – incorporating the latest best-practice advice and regularly updated to stay current with new additions clearly highlighted.

via Paid Search Marketing (PPC) – Best Practice Guide | Best Practice Guides | Best Practice | Reports | Econsultancy.

10 Key PPC Best Practices

1. Stop Thinking PPC, Start Thinking Consumer-Initiated Marketing


Download the Free Guide Now!


2. Start with the End in Mind

3. Plan to Measure; then Measure the Plan

4. K.I.S.S Rule Applied to Conversion Path Optimization

Enquiro’s own research on B2B purchase decision behavior provides valuable insight as to what content to place on your site and in your conversion path. Ensure that traffic, once on the site, can convert on landing pages quickly and easily. Ask yourself several questions:

  1. Is the conversion path simple and intuitive?
  2. What is the intention of the users on this page?
  3. What information are they looking for (pricing, competitive comparisons, product specs, company information)?
  4. What goal do you want users to complete?
  5. Are there any distractions or unnecessary information on the pages in the conversion funnel?
  6. Are your calls-to-action conspicuously positioned?
  7. Is your offer (whitepapers, podcasts, eBooks, demos, complimentary trials, etc.) relevant to users’ needs?

5. Don’t Guess… Test

With a PPC campaign, testing is the campaign manager’s best friend. Testing is a constant, iterative process that much be followed to refine the effectiveness of your Search Engine Marketing (SEM) campaigns. Multivariate testing can be as complex as developing a multitude of landing pages and testing multiple aspects (such as images, titles and page copy, to name a few) or as simple as using versions of a landing page or ads in A/B tests and constantly refining the best performing versions.

The key with a testing strategy is to balance the size of the test with the size of the account. The larger the test, the longer the testing process needed to gain statistically-relevant data. No matter what the size of the test, budgeting the necessary time is as important as budgeting the media spend.

6. Don’t Get Punished for Bad Behavior
Download Now


7. Get Vertical

Vertical search engines are an effective method of lowering CPC and improving the overall quality of traffic. The quality of the searches with a vertical search engine also tends to be better due to the increased propensity for buyers to use vertical search engines later in the purchase decision process. This presents an opportunity for those with more limited budgets (and those with the budget, too) to more effectively spend online and generate higher ROI.

8. Speak Their Language

There has been constant debate as to what to use for keyword analysis with regards to long-tail versus head phrases and which yields

9. Quality Score Is an Indicator, Not a Destination

There has been lots of debate around quality score and what it means to PPC advertisers. The long and short of a quality score is that it is designed to assist the customer. Google and Yahoo (with MSN just coming on board) have been using quality scoring to increase the quality of ads to improve the user experience. That being said, quality score should not be managed.

10. Stop Measuring Cost Per Click; Start Measuring Cost Per Conversion
(more…)

Google Adwords PPC | Tips for Google PPC campaigns management

Better PPC

Better PPC Ad Text Tip 1: Experience matters

PPC ads are often only 130 characters including spaces right? Anybody could write something that short right? Research suggests otherwise. Because your ad needs to satisfy a number of human needs in addition to a number of search engine requirements, writing an effective PPC ad is surprisingly difficult.

Action words, keywords, incentives, cosmetic URLs and more all contribute to capturing clicks. So hire someone that knows how to write for humans and search engines. In a perfect world, this person would also be familiar with your audience and product or servi

Better PPC Ad Text Tip 2: Use your keywords

Keywords aren’t just important for triggering your advertisements. They get your ads clicked too. Part of the reason is psychological. If you’re looking for a bicycle, and I show you a bicycle, odds are you’ll notice it. So be sure to include your keyword in the title of your ads. Moreover, if it makes sense to do so, include your keyword in the body and cosmetic URL of your ads as well. Another reason this helps your ad get clicked is that the major search engines also bold the keywords appear in the ad copy.

Better PPC Ad Text Tip 3: Phone calls are free

Marketing research suggests that people that are ready to make a phone call are often also ready to make a purchase. These people tend to be much further along in the sales funnel than those that are just beginning their research with some initial anonymous searches. Wouldn’t it be great if you could find some way to identify these people without spending a lot of money? You can do just that by including your phone number in your PPC ad text. You pay for clicks not impressions. For this reason, engines like Yahoo don’t allow you to use phone numbers in your ads. But Google has no problem with it.

This tactic presents a challenge for marketers that want to track their PPC conversions. Since it may not receive any clicks or conversions, your marketing team might turn this ad off in favor of a “better” performer. Meanwhile, the inside sales people might begin to wonder why the phones just stopped ringing.

Better PPC Ad Text Tip 4: Verbs are your friends

The Web is a medium that demands instant gratification and rewards experiences that provide it. The faster you can give a Web user exactly what he or she wants, the happier he or she is likely to be. This fact has dramatic ramifications for the landing pages you use to turn clicks into dollars or leads. But this action-orientation also has a subtle influence on which PPC ads work and which ones don’t.

Rather than simply informing readers with your ad text, try to provoke action. Words like “See”, “Try”, “Call” or “Download” can help to improve your ad performance. The best of these seems to be “Learn”. This may be because it has a positive, action-oriented connotation without sounding pushy. Combine these action words with a call to action and you’re really on to something good. But that’s Tip number 5.

Better PPC Ad Text Tip 5: Read This Tip Right Now!

The exclamation point in the title of this tip is a bit much. That’s one reason Google and other engines limit their use in PPC ads. But the title of this tip is a call to action or CTA in marketing speak. Good sales people are born knowing how to “ask for the sale” but good PPC ad writers may need to learn how to do it.

Somewhere in each of your PPC ads, you should ask the reader to do what you want him or her to do. See the demo. Get the white paper. Try it now. In addition to asking your reader for a click, it also adds emphasis to the incentive you’re offering and gives the reader an idea of what to expect if he does click your ad. You didn’t offer an incentive in your ad? It’s time to read Tip 6.

Better PPC Ad Text Tip 6: Pssstt…do you wanna buy some air?

If you don’t remember the Sesame Street character offering air in a jar to passers by as though it were an illicit substance, don’t worry about it. The point is that the Sesame Street character knew how to promote an incentive. For best results from your PPC ad text, you need an incentive too.

In the B2B space it’s often a demo, download, or white paper that’s highly relevant to the user’s keyword search or the web site he or she is reading. In B2C it can be coupons, free samples, or contests. What are you willing to offer in exchange for my click? Offering free samples may not get you the right kind of traffic but it will certainly improve your clickthrough.

Better PPC Ad Text Tip 7: use-the-cosmetic-URL.com/always

A lot of PPC advertisers ignore nearly 1/3 of the ad space that the search engines make available. After putting lots of time and energy into writing clever ad copy, they often enter their home page URL in the cosmetic URL field regardless of whether or not this is where the ad actually delivers a visitor. Start thinking of the cosmetic URL as ad space instead of navigation technology.

You can use your cosmetic URL to repeat your keyword (which appears in bold), to repeat your incentive, and to provide additional information to the user on where you’re proposing to take him or her if he or she gives you a click. Savvy Web users often read URLs to decide whether or not they’re going to a general page (e.g example.com) or to a specific page (e.g example.com/good-ppc-ads.html). Specific pages usually win out. Remember that depending on the search engine your cosmetic URL may actually need to exist so it can’t be complete fiction. But a redirect is a pretty easy way of helping to improve your ad performance.

Better PPC Ad Text Tip 8: Initial Caps Matter

Unless you like to yell, you probably don’t use all caps when you’re texting, emailing or typing a letter. Search engines don’t let you write ads containing nothing but capital letters either. In addition to being perceived as the textual equivalent of yelling, it’s also less attractive and more difficult to read at a glance. And with PPC ads, a glance is all you get. But initial capitalization is different.

Initial capitalization uses an upper case letter at the beginning of each word. We’ve tested multiple versions of the same ad where one uses initial capitalization and the other does not. The one with initial capitalization tends to outperform. Not always, but often enough that we use it as a guideline. I can’t say for certain that this style is easier to read but I do know how to spot better ad performance.

Better PPC Ad Text Tip 9: Less is more.

After you’ve written a few PPC ads, you can probably recite the maximum allowable characters for each field from memory. On Google, it’s 25, 35, 35, 35. Professional writers, advertisers, and amateurs the world over work hard to pack every character with as much punch as possible to capture more clicks.

Often every ad on a search results page uses every character available to it. Ironically, this means that all those ads that are written to be unique end up looking the exact same. You need to read them to discern how they’re different. And Web users aren’t great readers. Instead, what if you used as few characters as possible to deliver your message? What if your title was one word and your body copy and cosmetic URL were succinct to a fault. Your ad just might stand out from all the others. It would certainly be a faster read.

Better PPC Ad Text Tip 10: Brand Power

The Web can unintentionally help fly-by-night operations to appear just as dependable as major brands. This even playing field is a boon for legitimate small businesses that want to carve out a niche market for themselves but it also helps organizations that may be less respectable. The cost of other mediums is a barrier to entry that reserves them for larger businesses with bigger budgets.

But on any given search, Bob’s Cola ad can appear above the Coca-Cola ad. In this uncertain environment, your brand name is one of the best tools you have to reassure prospects that your ad comes from a reputable source and that you won’t waste their time. This is true even if your brand name isn’t well known. Promoting your brand name in your ad copy and in your cosmetic URL – even if it is Bob’s Cola – gives prospects some confidence that they can expect a business-like experience to follow if they click your ad.

via Google Adwords PPC | Tips for Google PPC campaigns management.

Make Money On Twitter

Now as most of you are aware your Twitter success revolves around followers, thus the more followers the more clicks you’ll get daily. Another user who led me into this left me with this information . “I’m averaging about 600 clicks a day from ten accounts. My largest account has over 5000 followers and my smallest has roughly 2000 followers.” The PPC company pays on average $0.07 per click. However there are many ads that pay 15 cents per click. An ad was released today that says “OMG these shirts are hilarious” and a link after. This ad pays $0.07 cents per click and looks just like any other Twitter post. Many of the ads work this way. You don’t have to worry about looking like a spammer. You’ll look normal and get paid in the process.