Creating your website is just one element of the marketing process to get your site out there, noticed and visited. This month we will cover our single most asked about traffic-driving method (and probably the most expensive if it is done badly) – Pay Per Click.
Pay Per Click marketing can yield brilliant results, but you must ensure that you ‘know your numbers’, that is how much you are paying for the campaign against how many buying customers the campaigns are bringing to your site. Tracking is essential and while their are a number of ad-tracking services available, Google has its comprehensive and free Google Analytics
software to help you analyse and track your results. Setting up your first campaign can be tricky, but that is an area that we can help you with if you need a guiding hand.
Pay Per Click Basics
Many people use pay per click as their only form of online marketing – its easy, everything can be monitored and there’s no need to make large scale changes to an existing website.
Just make sure you do the basics right:-
- choose a large number of relevant keyphrases (so you capture the ‘long tail’ as well as the volume terms)
- make sure your ads are written effectively (ensure the keyphrase searched for is repeated in the ad and that the ad entices a click through; and ideally ensure the url of the landing page contains the keyphrase)
- drive searchers through to an appropriate, optimised landing page.
If you do these things your campaigns will be effective and you will receive a reasonable to very good return on your investment.
We use a variety of tools to research keyword terms to ensure the right words are targeted, plus a good dose of experience in the field to ensure we don’t overspend on campaigns. If you need help in designing or running your campaigns
