"Pay per Click" - Targeted traffic if you know what you're doing?

"Pay per Click" - Targeted traffic if you know what you're doing?

While contemplating the deep dark inner essence of my morning coffee, it hit me like a caffeine brick that lot's of people are running pay per click ads (like: Google, Overture, Yahoo, MSN search etc) and are not having the kind of results they might have expected. After several more java jive jolts, I decided to embark on a multi-week PPC tips post. What am I talking about? I plan to share what I consider the best tips for running a successful pay-per-click search engine campaign. I consider a 'successful' campaign one that generates visitors uniquely targeted to your ad offer and visitors whose clicks don't cost you an arm and a leg.

Unless you have very deep pockets, or you're completely nuts, or you have a solid money-making conversion rate, paying big bucks for clicks that don't pan out is busines seppuku .

Is it possible to launch a pay per click campaign that produces results without causing a divorce? Maybe. What ensues here and over the upcoming weeks are my time tested strategies to put any pay per click campaign on a path toward affordable results.

Tips for your PPC campaign:

1. On the subject of ad copy (the words which will comprise your numerous different listing titles and descriptions) we can sum it up briefly: RELATE your listing to the keyword the searcher has typed, SPARK curiosity in their minds to encourage a visit, be TRUTHFUL, be BRIEF, be CLEAR, don't HYPE, and FILTER out bad clicks.
2. FILTER OUT BAD CLICKS? Yes, if your product is NOT for certain searchers, be clear upfront before they click. Example: If you bid on the keyword 'herbal shampoo' because your product is an herbal dog shampoo, make sure your ad copy reads: for dogs, pets, or animals. If you only fulfill orders in Canada, state this upfront in your listing ad copy. There is no need to pay for a visitor click if you cannot service a particular customer's needs. Use words to filter out bad clicks.
3. There are many good resources to help you with ad copy, writing, and knowing what to say about your product. We recommend the eBook by Kim Klaver, "If My Product's So Great, How Come I Can't Sell It". Click here for a complimentary 'Mini-edition' of this eBook.

Don't forget that if you run any PPC search engine ad campaign over a few weeks and you get zero or very low sales or sign-up results, the culprit is most likely NOT the traffic you're generating from your ad, rather it is your site, your landing page, your product, your service, your price or some factor other than your PPC targeted visitors . The first thing I'd look at ( to improve your conversion ratio ) is your landing page. I've seen many a site that look like a one eyed hooker with fish-net pantyhose. Go figure.

To make certain you don't miss this series of PPC tips, you might consider subscribing to my RSS feed.

Best of Luck with Unicity !