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Mike
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Partner
Fusion
Corporate Finance
Independent
Corporate Finance Advice For Acquisitions,
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Specialism In Venture Capital and
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"Learn how to flood your site with qualified buyers using the hottest new pay-per-click search engine
strategies and tools... without losing money on high-priced
keywords!"
Pay-per-click
(PPC) search engines can be a powerful, instant source
of qualified traffic for your web site -- provided you
do your homework and invest a bit of time in managing
your campaign.
In
fact, many web site owners who have mastered keyword targeting
and know the "insider" bidding strategies tell me that
over 90% of their traffic comes straight from the PPC
search engines!
So
in the following article, I'm going to show you the strategies
and tools these folks are using -- so you can duplicate
their success.
Specifically,
I'm going to show you hot new targeting options and bid-management
tools being offered by the PPC search engines that you
can use to increase your web site traffic while keeping
your bidding costs low.
Seven PPC bidding strategies that will
help you get the most "bang" for your advertising buck!
A
lot of people think the only way to develop a successful
pay-per-click campaign is to get the highest ranking with
a popular keyword in the top two PPC search engines, Overture
(http://www.overture.com/) and Google AdWords (www.google.com/ads).
Now,
it's true that a top-ranked ad with either of these two
industry giants will guarantee your site a lot of exposure
(as long as you're bidding on keywords that a substantial
number of people are searching for).
The
problem is that you often have to pay more for these #1
spots. And in the case of the more competitive keywords,
this can means bids of $1.50 to $5.00 (or more!) per click.
If
you want to be successful with the PPC search engines,
you need to bid on keywords that attract clicks from "qualified"
buyers (as opposed to "tire kickers" who will drive your
costs up) while keeping your bids as low as possible.
Here
are some tips that will help you accomplish this:
1.
Figure out what you can afford to bid
This
might sound obvious, but it needs to be said: Don't bid
more than you can afford! A lot of businesses make this
mistake.
Before
you pay for advertising of any sort, calculate the value
of a single visitor to your web site. Once you know what
ONE visitor is worth, you'll know the maximum amount you
can afford to pay per click.
In
a previous issue of this newsletter (Issue 54), I explained
how to do this in detail. To review it, click here now.
2.
"Number One" isn't always best!
You
don't always need to be ranked #1 for keywords to attract
visitors. Sure, it helps if your ad appears in the top
10 results. But people click on listings featured on the
second and even third page of results for competitive
keywords.
So
run some tests! Vary your bids so that your listing appears
higher and lower on the page and see what effect the ranking
has on your profits. You may actually find that for more
costly keywords, a slightly lower ranking is more profitable.
3.
Bid on low-cost variations and common misspellings
Frequently,
you will see businesses bidding as much as $5.00 a click
for popular keywords -- while NOBODY is bidding on common
misspellings and similar keywords that cost just pennies
per click!
Use Wordtracker to locate keywords that relate to your
business and are frequently searched by your market, but
that none of your competitors are bidding on.
4.
Bid on highly targeted phrases with less traffic
Rather
than bid on a handful of "general" keywords, which tend
to be more expensive because they get the highest number
of searches, bid on dozens -- or even hundreds -- of highly
"targeted" keywords, which tend to be cheap.
For
example, instead of bidding on "pet supplies," you might
bid on "red dog leash," "oversize dog kennel," and "cat
toys with bells."
You'll
see better sales conversions on the more targeted keywords
because they attract more qualified buyers. And since
no one is bidding on these keywords, your advertising
costs associated with this traffic are extremely low!
Another
benefit of this strategy is that you can direct these
qualified visitors to a page that gives them exactly what
they're looking for. In the above example, your listing
for the keyword, "oversize dog kennel" could link directly
to your dog kennel catalog page, rather than the home
page of your pet supply store.
5.
Bid on keywords in the lesser-known PPC search engines
Overture
and Google are the PPC industry leaders, but some of the
smaller PPC search engines are worth checking out as well.
The most popular ones are:
These
engines won't get you the same exposure you might get
with Overture and Google AdWords, but you can still generate
a respectable amount of traffic with them. And best of
all, they're much cheaper!
6.
Create separate ads for each product or service you sell
This
is an extremely effective strategy, but very few businesses
are using it: Write ads specific to each keyword and phrase
you bid on.
For
example, instead of writing an ad for "sporting goods,"
write one for "quality leather soccer balls," another
for "discount ladies' tennis shoes," and so on.
These
customized ads will attract more attention (and clicks!)
from qualified buyers. And of course, you'll be able to
convert more of these visitors to buyers if you direct
them to a page on your site with the exact product or
service they're searching for.
7.
Get listed in relevant specialty PPC search engines
Did
you know that there are specialty PPC search engines that
target different markets -- like brides, pet owners, antique
collectors, car owners, etc.?
Check
out PayPerClickSearchEngines.com to see if there are
any relevant to YOUR business that might be worth getting
listed in.
Seven new ways to target your PPC campaigns
(to keep clicks HIGH and costs LOW)!
PPC
search engines are constantly looking for new ways to
improve their services -- and your results. After all,
they WANT you to keep purchasing advertising from them
(not their competitors).
Here's an overview of some great tools they're offering to
help you better target your ads and keep your campaign
costs down:
1.
Keyword Matching Options
(Offered by Overture and Google AdWords)
Overture
and Google AdWords both offer options that allow you to
fine-tune the way your keyword is matched to the phrases
people type into their engines.
Their
options differ slightly, but here's a rough breakdown:
Exact
match: A listing is triggered by the exact
keyword phrase and nothing else. Example: "fishing
rods" will match "fishing rods" but not "fancy fishing
rods."
Phrase match: A listing is triggered by
the keyword phrase as it is written, though it might
be included with other terms as well. Example: "fishing
rods" will match "antique fishing rods and reels"
but not "rods fishing."
Broad
match: A listing is triggered by the keyword
phrase or slight variations of it, even if the words
are out of order or separated by other words. Example:
"fishing rods" will match "Rod's Alaskan Fishing Adventure"
and possibly even "Rod's Fish & Chips."
WARNING: The Broad Match option can work well
for highly specific queries, such as brand names or
serial numbers, but can result in a lot of poorly
targeted click-throughs for general terms -- especially
terms that have more than one meaning, such as "dolly,"
"tackle," or "nails."
Negative match: When words identified
as "negatives" are typed into the search engine along
with the keyword phrase, the listing will not appear.
Example: "fishing rods –cheap" will match "fishing
rods and tackle" but not "cheap fishing rods."
2.
Contextual Targeting
(Offered by Overture, Google AdWords, Kanoodle, Enhance
Interactive)
Contextual
targeting places your PPC listing on web sites where the
content somehow relates to your ad. Obviously, this can
be a great way to increase the exposure of your ad.
However,
if you decide to try contextual targeting, be sure to
monitor where your ads are being placed, because the effectiveness
of contextual targeting can vary widely. Your ads may
end up featured on web sites that have little to do with
your advertisement -- and therefore attract unqualified
click-throughs.
For
example, a recent USnews.com article about starting a
business had a series of "Hermosa Beach Vacation" Google
Ads listed beside it -- because the first person interviewed
in the story happened to live in Hermosa Beach!
These
wasted clicks can quickly drain your bank account if you
aren't careful!
3.
Geotargeting (Offered by Overture and Google AdWords)
"Geotargeting"
allows you to choose which countries or geographic regions
your ads appear in. This feature is best suited for businesses
that offer local services or products that are useful
only in specific regions.
For
example, if you're a landscaper who lives in Washington
state, you probably don't want to pay for click-throughs
from out-of-area visitors. After all, Texas-area residents
aren't likely to request your services!
4.
Day Parting (Offered by Kanoodle)
Right
now, Kanoodle is the only search engine we know that offers
this option. "Day parting" allows you to choose the time
of day your ads will appear in different regions, so they're
only available during "prime viewing times."
For
example, if your market testing shows that most people
click on your ads to make a purchase in the early evening,
you can make sure that your ads only appear at that time
in the different regions where your potential customers
live.
5.
Keyword Research Tools (Offered by Overture, Google AdWords, FindWhat,Kanoodle,
LookSmart, Enhance Interactive)
The
most popular keyword phrases are always the most expensive.
Keyword research tools help you find common variations
and misspellings of the more popular keywords so you can
keep costs down while still generating traffic.
More
sophisticated keyword research tools let you see how much
you need to bid to achieve a particular ranking (i.e.
the #1 spot, the #7 spot, etc.) prior to finalizing your
bid. They may also provide you with traffic estimates
for the different keywords and phrases you bid on.
6.
Multiple Ads for the Same Keyword (Offered by Google AdWords)
Google
AdWords allows you to "split-test" different ads for the
same keyword so you can see which ad attracts the most
paying customers.
This
can save you a lot of time, and enables you to make sure
your ads will yield the highest possible return on your
investment.
7.
"Autobid" Software (Offered by Overture, Google AdWords, FindWhat,
Kanoodle, LookSmart, and Enhance Interactive)
"Autobid"
software is a bid management program that tracks the bidding
activity on your different keywords and automatically
adjusts your bidding amount so that you can maintain your
ranking.
The
more sophisticated bid management programs allow you to
"cap" your bids so that you never spend more than you
want.
They
also eliminate "bid gaps" that occur when the bidder below
your listing drops their bid -- your bid is automatically
reduced so that you maintain your position without spending
more per click than necessary.
Final thoughts
If
you haven't tried a PPC search engine campaign yet, I'd
recommend doing it soon. There are still tons of cheap,
targeted keywords waiting for your bids -- but they may
not be around much longer.
More
and more online businesses are realizing that -- done
right -- a PPC campaign can be a fabulous source of cheap,
instant, highly qualified traffic.
The
best advice I can give you is this:
Bid
on lots of cheap, targeted keywords and phrases, including mispellings -- and avoid the expensive general
words that everyone is bidding on.
Never
bid more per click than what a single visitor is worth
to your site
-- it's the best way to make sure your ads
remain profitable.
Get
listed in the "other" PPC search engines -- you may be able to bid on popular terms you can't
afford in Overture and Google AdWords.
Whenever
possible, get ranked in the top 3 listings
in Overture and Google AdWords -- these ads
appear on an extensive network of sites (including
Yahoo!, MSN, AltaVista, Excite, and more!) and can
reach up to 80% of all active Internet users, so you
get more bang for your buck!
Target
your ads as much as possible. Write "custom"
ads for each keyword and use the various
bid management and targeting tools offered by the
different PPC search engines to reduce your costs
and increase your clicks.
Design
your landing pages so they convert qualified visitors
to buyers. If your ads promise "cat toys with bells,"
make sure they actually direct visitors to a page
where it's easy for them to buy these items!
Finally,
I should probably mention that I'm giving away $85 worth
of FREE pay-per-click search engine traffic as a special
bonus with my "Insider Secrets to Marketing Your Business
on the Internet" course right now.
So
if you don't already own a copy, this is a great opportunity
to check it out, get even MORE tips for your PPC search
engine campaigns, AND get $85 worth of free traffic
for your web site.
ABOUT
THE AUTHOR: Corey Rudl is the owner of four highly
successful online businesses that attract more than 1.8
million visitors per month and generate over $6.6 million
each year. He is also the author of the #1 best-selling
Internet Marketing course online.
To
Find Out How To Market Your Business
Online CLICK
HERE
