How to Use Pay Per Click Marketing in Your Small Business

Do not Let Pay Per Click Marketing Break You!

I’ve been online marketing for 10 years. I’m not rich. I haven’t lost thousands of dollars. I make some money. Good money.

I also spend money on effective advertising. I want to help you with PPC advertising.

I want to share with you some basic ways to avoid going broke promoting your site.

But first, let me tell you why I love the internet. I’m a geek. It started way before high school with my first electronic experiment tool set/kit from Radio Shack. (I still go into the Shack excited looking for new devices and missing the old connect the wires to this electrode kits). Ooh and how about the diodes, they got chips of all kinds, too. Man, you can build your own computer from the back room at Radio Shack.

Plus, I’m not sure, but I think you can make a device to program your mobile phone to change the channels on your neighbor’s flat screen.

But really my point is… I play online games like Tribal wars and the last ‘good’ movie I saw was Star Wars. I spend a lot of time online working with tools and techniques, web design and promotion but I’m no Guru. I’m not making a six figure income. I’m having fun doing something I enjoy.

Pay Per Click advertising can gave you the time to do the things you enjoy instead of chasing the next big opportunity. Do like I’ve done, focus on your interests.

How to use pay per click marketing in your small business

 

  • advertising
  • click marketing
  • online marketing
  • pay per click
  • PPC marketing
  • promotion

 

Online Marketing Mistakes

Sometimes the best way to learn is to list it. A don’t do this list for pay per click advertising. This is a guide to help. I do assume you have some basic understanding of click marketing. If you have questions, please leave a comment.

Here is my top ten don’t do this list.

 

  • Shoot for #1 position
  • Use general keywords
  • Neglect landing page(s)
  • Clutter you keyword list
  • Forget ad groups
  • Ignore statistics
  • Forget return on investment
  • Bid too high
  • Go over budget
  • Use 1 keyword research tool

 

Pay per Click Marketing Plan

Starting with PPC is easy and quick. However, you need to develop a plan or strategy tailored to success. The Don’t List for Pay per Click is a useful remainder to stay focused on the task of making a profit.

If you are anything like me, you get side stepped with details. You take detours that are related to your plan but don’t necessarily promote your success. An example of this in pay per click is #1 position in Google.

The quest to get the first position has driven the cost per click of some generic keywords to over $25. The use of general keywords looks good because of the high number of searches. The challenge is this… most searchers using general keywords like dog food or sports cars are not buyers, they are information seekers.

The potential customers that are searching general keywords want to get to know about the subject. You can profit from these visitors using specific landing pages that are tailored to the keyword phrase.

Your landing page(s) should take into account your keyword and your business goal. Yes, you have to have a goal to succeed. Your landing page should introduce your visitor to your goal i.e. sales page, newsletter, poll, sign up page, etc.

Your goal is your keyword should work hand in hand with your landing page to promote your pay per click marketing plan.

Online Marketing Mistakes

Focus On Success

Keywords Marketing Mistakes

Since you are still reading this, you probably understand it’s important to have a keyword list. Let me ask, is your list huge? Do you have duplicates? Have you updated it in the last 3 months?

If you answered yes to all three of these questions, you have clutter in your keyword list. The challenge with clutter is it tends to distract you from your primary business goal.

Cluster your clutter: Place your keywords in groups with an explanation to you of why you believe the group of keywords are necessary to your business success. If the group is not necessary, eliminate it. Unless you have a big advertising budget, you are limiting your success. Without money to advertise, you’ll have a hard time getting visitors to your site.

Don’t forget ad groups: You groups of keywords are your ad groups. By using ad groups in PPC marketing, you have the opportunity to chart your success across your individual groups of keywords. You’ll find there are some keyword groups that ‘work’ better than others for your business.

Follow your statistics to determine which keywords and groups are performing best and avoid online marketing mistakes.

How to Determine Best Performing Keywords

Return on Investment

Ok, this is very important and often over looked by many small business owners. Business owners like me tend to expect that our judgment is solid and based in fact. We make decisions that are meaningful and hard. We take full responsibility and understand our business better than anyone else. We built it. We maintain it. We run it.

In your pay per click marketing campaign, measuring your return on investment may not be as straight forward as you may think. If you have made many of the mistakes of online marketing, than you may have seen some results that don’t make ‘cents’.

 

  • High click thru rates with no sales
  • Top ten position with no click thru
  • Keywords that don’t show up in search results

 

ROI Simple Calculation

Your investment is the cost of your pay per click campaign. Your return is the money you make using the campaign. Your return on investment is the money you make / the cost. For example, if your cost (investment) to run a campaign is $120 and it nets 10 sales of a $20 product, than your ROI = 120/200 =.6 or 60%.

Best Keywords

Tracking your overall campaign is great, but you should also track your keywords. Keywords that have a lot of click thrus are going to cost you money. Remember, you pay per click. By using the ROI formula to determine which keywords have the highest return on investment, you can actually increase your overall profits by getting rid of keywords that attract click thrus without sales. Your best keywords will remain and your profit will increase.

Pay Per Click Marketing Success

Do this to avoid failure

Use Keyword Research Tools

Keyword research is about finding out what words are being used by searchers on the internet to locate products and services in your industry. You can be an expert in your field but using industry standard words as keywords may not yield the results you want in your pay per click campaign.

Use the keyword tools to find out what words you should use in your advertising to attract potential customers to your landing page. Understand that the internet is a dynamic and changing audience because of cultural, geographical and language difference across the world wide net. Keyword research can help you locate people looking for your services. People that are not using the standard terms or buzz words in your industry. People that have related interests that don’t know your service exists.

Return to your keyword list and research it, add to it and thin it out. Get rid of useless phrases with low return on investment. Find new keywords by adding to existing keywords. Continue to develop your landing pages and keep in mind your customer to achieve pay per click marketing success.

How To Pay Per Click Advertise For Success

Conclusion

A Successful PPC Campaign

 

  1. Don’t go over your budget
  2. Don’t over bid on keywords
  3. Use Keyword Research Tools
  4. Don’t use general keywords
  5. Do know your ROI
  6. Do use landing pages
  7. Do forget first position
  8. Do focus on your potential customer
  9. Do create ad groups
  10. Do clean up your keyword list

 

Creating and maintaining a successful advertising campaign doesn’t have to take up too much time. You can use online tools that help to automate the process and make it easy to make money online using PPC advertising.

Please feel free to leave a comment. We welcome your opinion.

I invite you to visit my blog for more information on the subject of Pay-Per-Click Advertising at

Online Marketing Tips and Tricks

and

take a look at Pay-Per-Click Marketing for Small Business Owners

These sites are very useful resources. The information is valuable. Take a look around. Visit my sponsors.

Let me know what you think.

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