Excuse my title but the only thing worse than not including Pay Per Click as part of your marketing arsenal is doing it all wrong˳ Setting up a campaign by yourself without research, paying big bucks for a so-called professional or blindly letting Google do it for you is throwing money away˳
The vast majority of campaigns I see are really missing the point˳
This is not intended to be an all-inclusive article about Pay Per Click˳ My goal is to make people think before blindly jumping into PPC without understanding a few tactics and doing some research˳ I will tell you a couple of things to consider and a few resources check out˳
Keywords
In my examples here we will be working with and exclusive aircraft charter company˳ Three months ago I was contacted by a company that was spending $10,000 per month on Google PPC˳ The charter business has really been spanked by the economy lately˳ This client was like most˳ They wanted to reduce cost while improving performance˳ They actually wanted me to do SEO work for them but I was flabbergasted by their PPC campaign˳
To do a little research I went to adwords˳google˳com/select/KeywordToolExternal˳ This is Google’s free keyword research tool˳ I always start my research here because this is the up-to-date information on what words viewers are using to search your given product or service˳ Google does its best to help you here however they may unintentionally mislead you elsewhere˳ I will explain later˳
The owner was convinced that “private jets” was his most important keyword/phrase because of the number of searches˳ Now, here is one of my strategies˳ I always suggest using and action rather an object˳ By this I mean “private jet” is an object and “charter private jet” is an action˳ The person searching an action phrase is more likely to take action˳ He’s a more likely buyer˳
Think negative˳
My client was really stuck on his “private jets” keyword so I had him do the following searches: “private jet crash”, “private jet pictures” and “private jet jobs”˳ Well, the light came on when he saw his company #1 for crashes, #3 for people looking to steel his pictures and he also found why every out of work pilot was calling him for jobs˳ And remember, he was paying for these people to find him˳
Negative words are words added to the campaign’s list that will block your ad from showing in search results˳ Simply adding a minus sign in front of a word will make it a negative word˳ I added the following to correct the issue above; -crash, -crashes, -pictures, -graphics, -jobs, – employment (This saves big money on your PPC campaign)˳ Be creative and work as hard on your negative words as you do on your keywords˳
Misleading Google advice
Here is a tactic Google will use to try to get your client to do business with them or to get you to pay additional money for their service˳ Let’s say your keyword had 1˳2 million impressions (views) and you received 850 clicks˳ Google will tell your client they are losing big time because 1,999,200 people didn’t click on their listing˳ While that is true, it is very misleading˳ It is like telling Bank of America that 1˳2 million cars are driving by their billboard on the freeway and most are not calling to open an account˳ High impressions help build name recognition˳ You also don’t want every viewer to click on the ad you are paying for˳ You only want the likely buyers˳
I hope this gives you a few things to think about before jumping in˳ However I strongly suggest you do jump˳ It is much smarter to do some promotion than to just sit back and hope some business comes your way˳
If you would like some assistance building you business, please feel free to contact www˳tech-line˳com˳
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