Pay per click (PPC) advertising is growing in popularity and acclaim among Internet marketers and even gaining notoriety among those who primarily conduct their businesses offline or on a local level. The reason is simple: it works. The problem often arises for those who are new to this type of advertising but drawn into the world of PPC advertising because so many others have done well with this type of advertising.
It is important to understand that the term “keyword” is broader in meaning than you may imagine. Consider some of these types of keywords when making your keyword decisions for a pay per click advertising campaign.
Single-word Keyword
These keywords are one single word as the name implies. By search volume alone, these are very attractive as keywords. The downside is that they often have millions of competing websites, which makes them a little tough to build a campaign upon. More importantly, the PPC price on these phrases is quite high making it difficult for these terms to be profitable as pay per click campaigns.
Multi-word Keyword Phrases
These phrases may or may not generate a high volume of searches. You will need to do a little research in order to determine which of these phrases are most profitable. Doing the research can lead to campaigns that are quite profitable as long as you make sure that the phrases are well searched and have low competition.
Variations on a Phrase
Finding a potentially profitable phrase may sometimes result in a phrase that has a lot of competition in the bargain. You can use variations on these phrases though and sometimes find equally well searched phrases that have far less competition. Common variations to use are plural or singular forms along with other alternate endings (-ed, -ing, etc.).
Add a Little Local Flavor
If your business is in a specific city or caters to a specific geographic reason you can increase your exposure and limit your competition by adding a local touch to the phrase. You absolutely need to include the region, city, or area if your service is limited or you may receive a wide amount of traffic (that you are paying for by the way) that really isn't targeted to what you have to offer at all.
Find Phrases that Convert
There are some words and phrases that actually trigger people to make the purchase. Using them as keywords in your pay per click advertising can actually work to put them in a buying frame of mind before they even reach your landing page, which should make the hard sale. It makes little sense to work so hard to get the traffic if you aren't going to make every effort to make sure that traffic is willing and ready to buy whenever possible. Target phrases that include words like: buy, purchase, get, order, etc. and your audience is likely to follow.
Your main goal is to find keywords and/or phrases that are designed to bring in sales. Once you learn to do that, you will enjoy greater success with pay per click advertising.
It is difficult to make your small ad among a long list of ads stand out and grab attention. That is exactly what you must do though if you want to make a splash despite the wealth of competition you are struggling against in your desire to get ahead of the game and make bigger profits and better sales. With so many competing for limited viewers, how on earth can you make your ads attract the attention of visitors who are ready to buy?
Write compelling, attention grabbing ads. Believe it or not, there is a reason that ad executives are paid so much money when a job goes well. That reason is the fact that it takes a successful campaign takes initiative, talent, and the ability to grab the attention of a nation with a very short attention span. It is not a job for the weak or the faint hearted. The same can be said of pay per click ad campaigns. While you want to remain ethical and tell only the truth you also want people to notice your ad and click on it. More to the point, you want people who are ready to buy to notice and click your ad. You accomplish that goal by making sure that your ad copy, short though it may be, is the one that makes a splash.
Establish a workable budget. While it may sound counter productive if you are wanting piles of qualified traffic, setting a budget is a way to stand out among the competition—especially if you stick with it. It will force you to be more selective with the keywords you use. As an unintended side effect you will also be forced to come up with more creative ads and keywords to grab the attention and capture the imagination of your audience. Live within your means and stick to your budget until you are making enough profit to warrant an increase in expenses. This is where too many marketers fail to maximize their potential. Once you've reached your profit goals you will want to consider amending your goals and increasing your click budget to achieve even greater results.
Finally, you want to appeal to your intended audience on an emotional level. Have them eating out of your hands and ready to buy the moment they click on your ads. The goal is to make sure that those who clicks are interested in what you are selling so be sure that you are appealing to an audience that wants whatever it is that you are selling or you could find a bunch of clicks without a great amount of return on your investment.
It is possible to stand out from the masses by being the add of a few words. Your mission, should you choose to accept it, is to say as much as possible in as few words as you can manage. This will build upon an air of mystery and encourage clicks to find out the rest of the story.
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