Generate targeted leads quickly with pay per click marketing

Welcome to the most powerful and innovative Internet marketing tool ever invented. If you master just one technique on how to drive traffic, master pay per click marketing, and especially Google AdWords. Many businesses are profiting 6-figures or even 7-figures per year using ONLY Google AdWords to drive traffic.

You can apply the same techniques here with Yahoo and MSNs pay per click programs, but Google really is the 800 lb gorilla here. Thats why I'm going to focus mainly on how to set up campaigns with Google AdWords.

For those that are new, pay per click marketing is the process of placing ads that appear either above or to the right of the search engine results. See the picture below:

Pay per click advertising allows you to reach your target market instantly. In fact, it takes only about 10 minutes to set up an ad campaign with Google Adwords once you know what you're doing. Immediately after you're finished setting up your campaign, your ad will be up and running instantly for the world to see. Set this up correctly and your ads will be driving highly-targeted traffic to your capture page, 24/7.

Words of caution

Many new marketers get really excited about Google AdWords and don't take the time to educate themselves about all the components that make up a successful AdWords campaign. They set up a bunch of campaigns and end up spending themselves out of business. Thats why it's crucial to educate yourself and make sure you know what you're doing before running any ads.

Important Definitions

Impressions : the number of times Google shows your ad.

Click Through Rate (CTR) : The number of times your ad was clicked on divided by the number of impressions (views).

Your CTR should always be above 1%. A good CTR is typically 3% or more. Its important to have a high CTR because Google will see your ad as more relevant than the other ads. As a result, Google will place your ad in a higher position without charging any additional fees. This is because Googles #1 priority is to provide the most relevant search results for it's users. It is their way of rewarding you for relevancy.

Average Cost Per Click (Avg CPC) : The average amount you pay each time some clicks on your ad. It is the total cost of all clicks for a particular ad divided by the total number of clicks.


Average Position : This refers to the average position that your ad is being displayed when a specific keyword or keyword phrase is searched. Google calculates this for you and will display your ads average position for each keyword within your campaign.

Watch this number to make sure your ad is appearing on the first page of the search results.

The advantage of being in the top 1 3 positions is that your ad will get maximum exposure and clicks. However, those clicks will be of lower quality because more people will see your ad and click on it out of curiosity. They may not be genuinely interested in what you're advertising.

This leads to lower capture page conversion rates and a higher cost per lead. However, it may be worth it to get the extra traffic. Its important to test your results and see what works best for you.

For really competitive and expensive keywords, you may have to settle with an ad position at the bottom of the page in order to maintain profitability. It may be best to stop your ad altogether if the keyword is too expensive.

At the same time, it may be desirable to have your ad display at the bottom of the page because it keeps your cost per click to a minimum and the clicks tend to be of higher quality. Again, test your results.

Having your ads display in the middle of the page is typically the most profitable position. This tends to attract high-quality clicks while keeping the costs to a minimum.

Quality Score : Quality Score is Googles measurement of how relevant your keyword is to your ad text and to the search query. Quality Score is determined by the CTR, historical keyword performance, capture page relevance and other factors (Google is smart). A higher Quality Score results in a lower CPC and minimum bid price.

Minimum bid : The minimum bid price (minimum CPC) is the lowest amount you can pay to have your ad appear for a particular keyword. It is based on the quality score.

Why You Need a Strong Start And Exactly How To Launch A Successful Campaign

Once you place your ad, you will begin to establish your CTR (click through rate). As mentioned above, this tells the search engine how relevant your ad is for each particular search query.

The #1 goal of search engines is to provide the most relevant search results for the user. In doing so, the user will be satisfied with the results and return to that search engine next time they need to search for something. The search engine will become more popular and grow it's user base. This will, in turn, attract more advertisers and customers and expand their business.

Google uses very smart and complex algorithms to provide it's users with the most relevant search results and that's why they are #1.

If you have a low CTR rate (below 0.5%), Google will see your ad as being somewhat irrelevant. This goes against their goal of providing the most relevant search results, so they could:

  • lower your ad position
  • raise your minimum bid price
  • disable your keywords

Conversely, Google will move your ad to a higher position and/or lower your minimum bid price if you have a higher CTR rate (1% 3% or higher). Moving your ad up on the list will maximize your ads exposure and boost your CTR rate even higher.

Whether your ad is moving up or down in position, it will be moving exponentially. Are you starting to see the importance of knowing what you're doing before launching your PPC campaign?

Lets get into the details

Ha ha! Email promotion really does work... the proof is the fact I am bringing up dawn of a new day who just sent me a fabulous intro e mail. Anyone looking for pet groomer? Apologies, tangent I know... I'll try to concentrate.

Step 1: Know Your Target Market

You must first know your target market. This is essential because everything you do will stem from the information you have about the wants and needs of your target market.

Your campaign will only be as good as it's weakest link. Your keywords should be based on what your target market is searching for. Your ad should speak to what they are searching for. Your capture page must be a continuation of your ad and deliver on what was promised in the ad.

Before you do anything, you must know your target market.

Step 2: Keyword Selection

Before we get into keyword selection, it's important to understand a couple more important definitions

Ad Campaign : This is your entire advertising campaign you're putting together. You can have as many as you'd like at no extra charge.

Ad Group : These are the sub-groups within the Ad Campaign. This allows you to select groups of keywords that are more targeted to a niche within your ad campaign.

One of the biggest mistakes new marketers make with AdWords is creating one campaign with one or two ads and then adding tons of keywords.

Only a limited number of keywords can be relevant to each ad. Thats why you must divide you keywords into separate Ad Groups and create an ad specifically for that ad group. This is how you can create ads that are relevant to all it's corresponding keywords.

First, select your base keyword for the ad group. The base keyword is the most fundamental word or phrase that your target market would use to search for the niche you're targeting.

Once you've selected your base keyword, you can add variations of that keyword to your Ad Groups list of keywords (like the ones above). Its important to use a keyword tool to get a list of all the possible keyword variations that you can add.

I use and recommend WordTracker. I've found it to provide the most extensive keyword research. Enter your base keyword and it will compile a list of all the related terms you may want to use.

WordTracker also allows you to measure the quality of a keyword based on the number of searches and the competition. This is called the Keyword Effectiveness Index (KEI).

The key is to use this tool to uncover low cost keywords with minimal competition. Low cost keywords generally won't attract as much traffic, but the secret is to set up many Ad Groups that cumulatively generate a ton of traffic. You can use SpyFu to get an estimate on a keywords bid price.

Once you create a list of keywords for your Ad Group, you should probably add some negative keywords. You may also want to add quotes or brackets around your keywords to set the match type.

However, this would be quite tedious if you had to add quotation markets and brackets to all your keywords. AdWords Wrapper is a free tool you can use to add all this to your list of keywords quickly. The Ad Tool is a more extensive tool with more features.

Step 3: How To Write Winning Ads

  1. 1.The first line should be an attention-grabbing headline that includes the base keyword.
  2. The second line (first description line) should always be a benefit or a promise.
  3. The third line (second description line) should be the offer.
  4. The fourth line is the Display URL and should be relevant to the message of the ad. It can be any URL you'd like as long as it's a real website.

The Destination URL is not displayed anywhere on the ad. It is the actual URL that your ad will be driving traffic to. I recommend using a tracking link from Ad Minder so you can track your results.

Next, ask yourself the following 3 questions to help you write your ad:

  • What will they be searching for?
  • What is the benefit I will provide based what it is they are searching for?
  • What unique info or offer will my ad promise to deliver?

You should always create 2 ads for each Ad Group. Run them both at the same time and have them each display 50% of the time. This allows you to compare results and see which ad is performing better. Use SplitTester to determine which ad is the winner. Once you pick the winner, create another ad and repeat the process.

This is how you can continuously improve the performance of your ads.

Step 4: Setting Up Your Capture Page

Your capture page must be a direct continuation of your ad and must deliver what was promised in the ad.

Disregarding this simple rule is the biggest and most common mistake people make when using Google AdWords.

Slight sidetrack now... I am planning to revamp the site. Considering colour scheme a fair bit and wanted feedback. What do all of you think about Yes, no? Leave a comment. Sorry! I am a scatterbrain, I am going to get back on point here.

This is one of the reasons why it's so important to have the ability to adjust your capture pages. You need to have the flexibility to adjust your capture pages for different niche markets.

If your capture page is not a direct continuation of your ad, your capture page will have a low conversion rate. Youll be spending money on clicks without converting many of those clicks into leads. This could easily and quickly lead to a big waste of money.

Your entire campaign must flow together smoothly. The capture page should be based on the ad, which should be based on the keywords, which should be based on the target market. Put all the pieces together correctly and you'll be generating highly targeted leads on autopilot, 24/7.

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Article Resources - Really good business resource.

Posted in Business Service Post Date 11/16/2015






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