Google, Yahoo, MSN search and Overture... Understanding pay per click advertising.

Google, Yahoo, MSN search and Overture... Understanding pay per click advertising.

Over coffee this morning, it hit me like a caffeine freight train that lot's of people are embarking upon pay per click ads (like: Google, Yahoo, MSN search etc) and are not achieving the kind of success they deserve. In fact, some folks are so paralyzed by the thought of 'paying for clicks' that they have never even tested the PPC waters.

After a few more java jive gulps, I decided to launch a multiple week tips post on the topic. In fact, over the next few weeks 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 blog or web page visitors perfectly suited to your ad offer and visitors whose clicks don't cost you more money than their results merit.

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.

PPC Tips:

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.

Keep in mind that if you run any PPC search engine ad campaign over a few weeks and you get nothing for sales or sign-up results, the challenge 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 visitor hits. The first thing I'd look at ( if things aren't going satisfactory) is your landing page. Your landing page must be the 'pearl' in your sea of PPC campaign tools. Anything less and you might as well be shucking oysters.

For additional help with your pay per click ad campaign check out the articles linked in my previous post.

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

Best of Luck with Your home business !