ay-per-click campaigns can • Chase the Tail
be incredibly effective
traffic generators. Stay away from broad keyword
Although achieving PPC search phrases, and even single
engine rankings is more difficult keywords. Cautions Seda, “They’re
and competitive than when it too wide-ranging to hit a
began, the number of online users targeted audience, and you’re
that employ search engines has going to have significantly more
grown substantially, so there is competition bidding.” For
a significantly larger audience example, if you sell car
to be reached. insurance, bidding on the search
term “insurance” will pit you
Many eCommerce entrepreneurs have against other car insurance
employed pay-per-click ads and agencies, as well as health
lost serious money simply because insurance, life insurance, home
they didn’t understand what they owner’s insurance, and the list
were doing. According to Internet goes on.
marketing strategist Catherine
Seda, of href="http://DriveTrafficToday.co to find “tail terms” that are
m" made up of low cost, lower volume
title="http://DriveTrafficToday.c words, but that are
om" target="_blank">color="#001000" term is made up of multiple
size="-2">http://DriveTrafficToda words: like the phrase “free car
y.com, you can avoid insurance quote.” It might not
blowing your budget by following pull in massive amounts of
some general guidelines in your traffic, but it’s going to
PPC campaign: convert very well because a user
who types in that phrase is the
precise audience you’re sink your business in a matter of
targeting. days or weeks.
• Read the Fine Print • Make It Easy When you set up your PPC Don’t just dump your visitors on
campaign, you’re going choose not your web site’s homepage and
only your keywords, but also your expect them to do all the work.
estimated budget. Once your bill If they have to search around
hits the specified amount, your your site, you’ll likely lose
ads stop appearing in the search them. If they found your ad by
results for the remainder of that searching for a particular
budget period. This allows you to product, take them directly to
know
exactly what your the page that sells that product.
maximum bill will be. If they clicked on your ad
promoting one dollar shipping,
It’s very important to be aware make sure the page on which they
that this is normally an land highlights the fact that you
estimated daily budget, not an provide shipping for one dollar.
estimated monthly budget. Don’t
just race through the set-up, It’s also important to ensure
plugging in numbers without that the information that caused
paying attention to what they the user to click on your ad is
mean. If $1,000 is your maximum above the fold. (In other words,
monthly budget, you want make sure it’s immediately
to make sure that you aren’t visible within the constraints of
topping out at $1,000 in clicks the monitor). Don’t make users
each day. Not paying scroll down to the bottom of the
attention is an excellent way to page to find it, because they
rack up serious charges that can might not. You want to instantly
reiterate the message that
your ad promotes, and reinforce google_ad_width = 728;
to visitors that they’re in the
right place. google_ad_height = 90;
By implementing good PPC google_ad_format =
practices, you can help ensure "728x90_as";
the traffic that you drive
converts well, and that your google_ad_type =
campaign is profitable. States "text_image";
Seda, “Any E-Biz owner can
benefit from a smart, well-run google_ad_channel
pay-per-click campaign. Just be ="3545651507";
careful to keep your ads and your
marketing message focused, and google_color_border =
you’ll see a big difference in "FFFFFF";
your bottom line.”
google_color_bg = "FFFFFF";
google_color_link =
type="text/javascript">
t-728x90.php";
type="text/javascript"
src="http://pagead2.googlesyndica
About the Author:
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