Tips on using Pay-Per-Click marketing to sell sell sell!

Today I went to a very informative course conducted by Emarketeers about pay-per-click marketing, or PPC. I learnt new jargon and ways of creating an effective online marketing campaign. We spent some time on Google Adwords. We also had a look at Facebook and how targeted it’s advertising can be. Don’t give too much away on Facebook – that’s probably how Made.com made me buy a sofabed from them because I liked Homes Under the Hammer. Granted, it’s a lovely sofabed.

Yoko sofa bed, Made.com

Sleek and sexy, right?

Anyway, I came away with some tips for Adwords success. Adwords are  those ads you see above and on the right hand side of ‘organic’ search results when you do a search on Google. They enable you to do targeted online advertising at a cost determined by you on a website used by billions!

  • Optimise your landing pages. Use the keywords you have chosen to bid on as much as possible – on your landing page, on the ad, in the headline, possibly in the display URL.
  • Target your audience by country or region.
  • Target your audience by when they’re likely to be surfing and buying your product! For retailers, this would be in the evenings after work. You can also pay attention to the time of the year.
  • Never use the ‘broad matching’ option alone when you’re starting out. Your ad can end up appearing on random search terms and you would potentially waste a lot of money.
  • Make use of display networks when you have a better idea of what you are doing. What are display networks? They are the ads you see on Google Adsense, in a box usually embedded on blogs or websites. They can be text, pretty graphics or Flash. Google sets ‘Display on display networks’ as a default; don’t let them siphon more money from you – turn this option off to begin with!
  • When you feel ready to use display networks, create a different, dedicated campaign for it so you can track it separately.
  • Use broad-matching, broad-match modifiers and and phrase or exact matching wisely.
  • Using Google Adwords keyword tool, work out which search terms won’t make people buy your product/service/information. This will help you compile a negative keyword list. So your ad won’t be triggered say, if the surfer is actually looking for help on a support issue rather than wanting to buy the actual product.
  • Please get rid of underperforming keywords that don’t generate much business or traffic for you – if you don’t, this will reflect badly on your Quality Score, which in turn makes it possible for Google to charge you more for every click.
  • Of course, calculate your cost per acquisition (CPA – a term I learnt today!) so you can gauge how much you can realistically spend on Adwords. No point spending £50 to get someone to spend £25!

The course covered a lot more ground – if PPC and online marketing is of interest to you, then do look up the Pay-Per-Click marketing course by Emarketeers.

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