TechTransform, December 2, 2008: Pay Per Click advertising, where you as the advertiser pay only when a user clicks on your online advertisement, can be an effective way to quickly drive traffic to your website. But managed incorrectly, Pay Per Click marketing can be VERY expensive. Here are a few tricks to improve the results of your Pay Per Click campaigns.
Dynamic Landing Pages
The beauty of search engine traffic is that it is highly targeted. The traffic driven to your website from search engines is pre-qualified. The person searching is obviously interested in the subject that they searched on … well, because they searched for it. Unfortunately, many people simply direct their Pay Per Click marketing to the homepage of their website. This is probably the single most common mistake in Pay Per Click marketing. Rather than direct the traffic to a single generic page, send them to either an interior page which relates to the searched topic keywords, or better yet, a customized dynamic landing page. Customized Dynamic Landing Pages (DLPs) change on the fly based upon the search terms used during the search. Dynamic Landing Pages can be designed to change, on the fly, depending on the keywords that a user searches for. And they are specifically designed to reduce “leakage”, by focusing the potential customer’s attention on items related to their search, and reducing the number of external links that take them away from the sales path.
Dynamic Landing Pages are easy to design, and can dramatically improve the effectiveness of your Pay Per Click marketing.
Search engines make it very easy to perform multi-variant testing to determine which ads perform the best. Create several ads, using a variety of writing styles. Test ads written in the first person versus third person voices, suggestive versus obvious, funny versus serious. Over time you will identify the basic characteristics of a successful ad targeting your market. But don’t get too comfortable! Due to the nature of the Internet and online marketing, this testing never ends. You’ll always be trying to test and improve your online advertising - increasing the exposure of more effective ads while removing those that do not perform as well.
Keywords Keywords Keywords
Keywords are the life blood of any Pay Per Click marketing campaign. Choosing the right keywords, at the right price, will help ensure that your Pay Per Click marketing campaigns are profitable. There are many techniques to finding the right keywords for your campaigns (too many to discuss here - but feel free to contact us for more info on this) - but the main trick is to use highly specific keywords and phrases. Specific keywords and phrases will help ensure that you target the right customers, and are typically less expensive than their more general counterparts.