Home Business Marketing / Pay Per Click Marketing

When people want to buy something from the internet they use search engines to find some products or services, the first results (in most cases the first 2 pages of results) are the pages people click on to see the offers and buy. Other companies and marketers who want to sell their products need to show their ads on those first results pages, otherwise no one will reach them. So they use Pay Per Click advertising to place their ads on the first results page (those ads is shown on the right side of the results page on Google, yahoo in the other hand shows theses results on top and bottom of the result page) and they pay the search engines on each click through they get.

So you as an advertiser will pay for each actual click through to your site or affiliate site. 90% of Pay per click (we will use the short PPC from now on) advertisers are using a direct sales page or product review pages as their distention URL others may use PPC advertising for testing their websites and get signups for their newsletters.

Terms we need to understand:

Impression (IMPR): how many times your ad was actually shown.

Clicks: how many times people actually clicked on your ad

Click Through rate (CTR):  the rate of your actual clicks per the number of impression your ad received (Clicks/impression)

Cost Per Click (CPC) how much did each click costs you, in most cases you will get the average CPC from the search engine.

Conversion rate: how many sales you get from the click through (Sales/clicks)

Return on investment (ROI): it will indicate the profits or loss, (how much did you earn – how much you spent).

How to Research and make your Pay per click campaign profitable?

There are two modules you need to research in order to get the maximum of your PPC campaign. The first module is keywords.

You need to make a list of very targeted keywords, you must put yourself in your customers position and try to figure out what kind of phrases people use when they search for your products. Most search engines (Google) will provide you with tools to get more variation of keywords that match your main keyword. You can also use wordtracker free suggestion tool to find out what terms people actually use while searching for your topic.

Remember! To get the maximum out of your PPC campaign you need the best descriptive terms and keywords. Let’s have an example

Let’s say I am an affiliate with Revitol  (it provide some of the best skin care products and distribute its product through MarketHealth affiliate network)

And I want to make some money promoting this skin care products.

If you use Skin care as a keyword it will be a mistake, skin care is a very general keyword and people may use it to search for articles, reports or information; not necessary products and they may click on your ad to get some information about your products without buying. That’s why we need to find more specific niches and products, so I choose the Anti Aging products.

I made a search with word tracker for anti aging and here are some good results:

Searches   keyword

115         anti aging (remove it; it is also a general keyword)

73           anti aging skin care

45           anti aging skin (general)

18           anti aging botox treatment (it does not describe my products)

15           anti aging products

15           nutritional supplements for anti aging

9              anti aging supplements

9              best anti aging cream

8              anti aging creams for sensitive skin (my product does not solve the Sensitive issue)

8              best anti aging products

8              rate face anti aging face cream

7              anti aging diet (my product is not about diet)

7              anti aging discoveries (information search)

6              best anti aging skin care

6              best rated anti aging products

5              anti aging Chicago (geographic search not recommended)

5              anti aging clinics (not related to buying online)

5              anti aging cream

5              anti aging face creams

5              anti aging firming cream

5              anti aging reviews (information search; it could be good if you have a review page for some products)

5              anti aging secrets (information search)

5              anti aging skin care products

5              anti aging skincare

I had eliminated some keywords that could cost me money without giving any sale. To add more keywords I can make another search for the term “Anti Wrinkle” and add some of the results.

After choosing our keywords we will write our ad

The title: Revitol Anti Aging Creams

First line: Revitalize your skin and reduce the

Second line:  signs of aging and look younger

The title have my main keyword phrase “anti aging creams” and as an ad you can have a descriptive ad that gives a good description about your products, you can use price if you think that the price is lower than your competitors. Don’t use attractive phrases to make people click on the ads; you want only interested people to click your ads.

Now we need to determine our cost per click (CPC) and our daily budget (daily budget is only when you work with Google Ad Ward, in other PPC search engines you will make a start deposit)

With Google they will give you an indication of the lowest bid that will make you show your ad on the first page, if your budget is good and you want better testing of your ad, I recommend make your maximum bid a little bit higher than the lowest bid they give, and set your daily budget the way you can handle it.

The second module you need to research is the conversion rate, how many sales are you making from your click through. To do so you need to focus on two elements, the first is your sales copy. If you are the writer of the sales copy on your page you need to change and enhance it, but if it’s an affiliate site you should try to look for better converting affiliate site or product. The second module is getting more targeted people with more specific and descriptive keywords. Keyword like Buy anti aging creams is more targeted than anti aging creams.