Pay Per Click Online PositioningPositioning yourself online with Pay Per Click advertising is very competitive, for one reason and that's because it works. It works so all the top marketers are using it to get profits. There are also thousands of people who don't have a clue who are using it and losing their tails in paying for clicks that are not converting. Once you read this you will be with the advertisers who are making profits. Pay Per Click positioning begins with keyword management - In order to make a successful PPC campaign you need to do research on your keywords. Your keywords need to pertain to whatever you are promoting. Advertise on the terms used to describe your products, the product names, product codes, and the questions a prospect might type into a search engine that your services answer. You can do keyword research with many tools. There are many paid keyword services or tools you could use. Armand Morin/AM2.0 is not so convinced that you need a paid keyword tool. Pay Per Click Online Positioning can be done free with the tools Google has to offer. I am not saying the paid services are a rip off, they may be well worth it if you have the money to spend. SBI comes with keyword research tools included. SBI is your ticket if you don't know HTML. SBI's keyword tool shows you comparable keywords, it shows you the demand for the keyword compared to the supply for that keyword and profitability or how profitable you are likely to be with any given keyword. If supply is higher than demand especially if it is grossly higher than demand you know there is not much of a market for that keyword. SBI also gives you easy access to sources to build content off your chosen keyword. You have found a golden keyword when demand far exceeds supply because you know people are hungry for that keyword and you have great potential in penetrating that market. Put Keywords in subgroups - The Keywords need to be broken down into subgroups that are more sharply related to each other. For example, your subject may be football, but related keywords include football equipment, football jerseys, tips on tackling, etc. Break your list down into highly related sub groups and you'll reach a more targeted audience. Jon Keel who teaches Pay Per Click in an MBA program shared his knowledge in Yanik Silver's Instant Traffic Stampede. It is imperative that you track all your keywords. You need know which keywords people are using to find your website. You want to know from which keywords people are opting in to your capture page. You want to know which keywords people used to purchase from you. You are wasting a lot of money if you do not know what is converting and what is not converting. Jon suggests when you first start a campaign to begin with a one to two hundred key words. Since you track every click, every opt in and sales from each keyword, you dump the keywords that are not producing and keep the converting keywords. Eventually you will whittle your keywords down to 20 or 30; but those keywords will be powerhouses, giving you great results. What do you do if you have a keyword that you really like but the testing results shows poor performance? You either drop the keyword completely or change your copy a little bit. This will help with your Pay Per Click online positioning. You have a competitive advantage by knowing what keywords are working and which ones are not, and you can bid higher for those keywords because you know you will make money from it. Use negative keywords - If your selling something, which is the only reason to be in business then you probably don't want people coming to your website expecting to get something for free. So turn free and other unrelated words that can be associated with your keywords into negative keywords by putting a minus sign in front of them. Put Keywords in the title of the ad - Your ads need to be targeted to each keyword group. It is important to put the keyword in the title of the ad as well as the ad text. When you do this Google will put the keyword in bold text, which will make it stand out and be more likely to get recognized and possibly get more frequent clicks. The Second line of your ad should explain the benefit of your product or service. The third line of your ad should be a feature. The 4th line the display URL if possible put a keyword here. It will also increase your possibility of receiving a click since it will be bolded and stand out to the person searching. Put Keywords in Brackets and Parenthesis and don't forget misspellings - Brackets [ ] mean the term has to be an exact match or your ad won't show. Parenthesis is a "phrase match" and if these keywords are in any part of the search phrase your ad will show. By doing this you will lower your cost per click by about 40%. Be Relevant - Relevance is very important to both Google and Yahoo and they reward it. Click Through Rate determines relevance. CTR is how often someone clicks on your ad divided by the number of times it is shown. The number of times it is shown is called an impression. Remember you are only charged when someone clicks on your ad. So if your ad is shown 100 times and it is clicked on 10 times, your CTR is 10%. The higher your Click Through Rate, the lower your Cost Per Click (CPC) will be. Make Sure visitors go to the right page. If visitors are searching for a specific product, don't send them to your homepage and then make them look for a link to that product. Send them directly the item they are searching for. This will also make you seem more relevant to Google as they check landing page quality which could help to lower your cost per click. Test, Monitor, Test - The goal of any advertising campaign should be to bring in more money from the campaign than it costs to run it. Testing is your secret with pay per click positioning. It may take a while but the experts suggest constant testing and tweaking. With PPC its easier to examine whats working and leverage it for greater profits. You need to test different ads, with different keywords, monitor, delete bad performing ads, create new ones and continue testing until you find winners. If you don't test your PPC results, you will lose money. Testing will be the difference of eventually positioning your pay per click ad on the first page or first couple pages verses 50 pages down. Testing doesn't have to be complicated, just consistent. All you test is one variable at a time. Split Testing - Split testing your ads is a way to separate the winners from the losers. Split testing is simply running two ads or more at a time and replacing the under performing ad. Smart advertisers run simple A/B split-tests to improve their Click-Through Rate (CTR). With an A/B split-test Google can rotate the two ads for you and they will show how many clicks and conversions each ads gets. The ad with the best CTR is called the control ad. You keep this ad get rid of the under performing ad and then run anoter ad up against the control. You keep doing this technique until you find an ad to beat it. You should run a split-test for every ad group in your campaign. You want at least 20 clicks to determine a good ad versus a bad one. Extend the campaign. Now that you have tested your ads and found the winners, you can take these ads and use them with other PPC providers. If they worked on Google they will probably work on Yahoo and other pay per click search engines. Armand Morin in AM2.0 discusses in extreme detail 11 steps for creating a campaign;
Your goal is to pay the lowest amount possible while at the same time realizing the greatest results. You do this by being relevant. At a minimum you do this by making sure your keyword is in all four lines of your ad. In Summary, pay per click online positioning requires;keyword research. Know in advance which keywords will make you money based on the search volume. Optimize your ad: Put your keyword in the URL, in the Headline and essentially in every line of your ad. Your ad itself must have the keyword in the headline in the beginning of the copy and mixed in the middle a few times. SBI helps you out with this also. SBI has an analyze function with several fields that checks your page for search engine optimization, it gives you specific feedback on what to do every time you think you are ready to post your page. Testing: You must test to beat everyone else. The person who doggedly tests wins out with positioning your pay per click ad on the beginning pages.
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