3 Simple Tricks to Optimize Your Pay Per Click Advertising Efforts

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While it is important to get your ppc ad seen and even more important to get visitors to click on your ad, those aims pale in comparison with your conversion rate. There are simple tricks that can be used to optimize your pay per click advertising efforts, but they are tricks that are often overlooked.

Running a PPC campaign can be an overwhelming task. There are so many things to do, that the details are often overlooked until it is too late. Here are a few tricks to help increase your conversion rate and optimize your pay per click advertising efforts.

1.Make Getting Conversions Easy

If you make your visitors to take a multitude of steps in order make a conversion, then it is more likely that your customers will get discouraged. While this may not be a problem if you are using pay per click advertising for list-building purposes, it is often a killer in regards to making a sale. One of the easiest ways to increase your conversion rate (even when list-building) is to only collect the information that is absolutely necessary. Studies have shown that the best converting pages require customers to only enter an email address. While it is nice to get someone name, address, phone number, etc it really isn’t critical information to have. If it is necessary, consider obtaining this information after you have already secured their email address.

2.Focus Your Landing Page

Once you decide what the goal of your landing page is, make sure that you do not distract viewers from it. Many people choose to simply use a page from their website as their landing page. Unfortunately, these pages often contain a jumble of additional ads, unrelated content, and links to other web pages All of these things can either distract or overwhelm visitors, both of which lead to the customer leaving. It is essential to keep your landing pages as simple and succinct as possible to optimize your pay per click advertising efforts.

3.Include Critical Information in Your Ad Copy

Everyone knows that pay per click advertising is advantageous because it can drive highly targeted traffic to your landing page. However, many people may still click on your ad that are not part of your target audience. This is because your ad copy does not include the right information. For example, if you are selling a product that is similar or the same as your competitors, then the price is important to include in your ad copy. Many customers base their purchasing decision on price and if your product is out of their price range, there is no reason for them to click on your ad. By including the price in your ad, you can automatically filter out people who would not purchase your product anyways.

Pay per click advertising can be one of the most profitable and lucrative online advertising methods available. However, if steps are not taken to optimize every step of the sales process, money and opportunities will be lost and expenses will climb. The more you can do to ensure that you target is highly optimized and that you landing page has the ability to create a maximum conversion rate, the more successful your pay per click advertising ventures will be.

Google Adwords or Yahoo Search Marketing?

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It is hard to imagine internet without the search engines such as Google and Yahoo. In fact, one of the most important factors behind the popularity of the internet is the ease with which an endless amount of data can be searched through via online search engines.

It is these search engines which offer a lucrative opportunity for businesses to market their products. At most times, the returns you get by using search engines for marketing is much better than by utilizing much more expensive traditional media such as television and radio.

Both Google and Yahoo have their own pay-per-click programs. Google’s pay-per-click program is called Google Adwords and Yahoo’s pay-per-click program is popularly known as Overture or Yahoo Search Marketing.

Both these pay-per-click programs have their advantages and disadvantages. Let’s take a comparative look at these two search engine giants and their pay-per-click services.

The primary factor associated with any pay-per-click is the cost. The Yahoo Search Marketing program’s lowest bid is ten cents while the same for Google Adwords is $0.05.

But the advantage with Yahoo is that you have to pay only one penny more than the next highest bidder. For example, if you’ve bid at $3.00 per click and the next highest bidder has bid at $1.20, then you would have to pay only $1.21.

Google Adwords, on the other hand, does not allow such transparency. Also, Yahoo Search Marketing allows you to see what the competitors are bidding, which can help you to set your budget accordingly. But Google Adwords’ policy does not reveal any information about  your  competitors.

The biggest advantage Google Adwords has over Yahoo Search Marketing is its complex algorithm. While Yahoo places a higher bidder on a higher rank, you could get placed higher on Google Adwords if the click-through rate is better, even though the bid may be lower. This is a significant advantage and it fairly balances the other disadvantages of Google Adwords.

But the click-through rate has a flip-side too. While chances of an ad getting dropped are very rare in the case of a low click-through on Yahoo, Google Adwords regularly drops ads which have faired poorly with users. This policy can be very annoying for some advertisers, but really it is a way of ensuring high quality of ads.

Also, it gives your ads the chance of ranking higher if they achieve a good click-through rate, so it acts as an inducement to encourage marketers to try and make their ads as effective.

Now let’s talk about the simplicity of both these pay-per-click programs. Google Adwords allows you to select the language and the country you want to target. All this can be done by using a simple drop down menu but this feature is not available in Yahoo Search Marketing. You’ll need to register separately for each country and language and there are only twenty countries available in Yahoo Search Marketing.

When you consider that Google has a far wider reach than Yahoo the balance seems to tip in favour of Google Adwords, but ambitious marketers will want to diversify their ad reach even further by investing some of their budget in a proven pay-per-click ad service such as Yahoo Search Marketing.

Get The Most From Google Adwords!

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Since the past decade the Internet has become a very important medium for marketing products and services. There are loads of ways to market a product online such as via search engine marketing, article marketing, social media networking and so on. While all of these  options are excellent marketing strategies that can be done with little or no marketing budget, they do require time and effort before they can start yielding results.

A far more effective marketing strategy for an online businesses in a hurry to get off the ground is by using Google Adwords.

Google Adwords is a program started by Google to help clients draw traffic to their websites while charging them for each visitor. To put it in a nutshell – A client pays Google for the exposure the ad gets on Google’s search engine.

However, to ensure that the investment made in using Google Adwords does not go to waste, you need to effectively utilize all the tools available to optimize Google Adwords as per your needs.

So where do you start?

The first step in setting up an Adwords marketing strategy is finding and listing relevant keywords. We all know that Google works on the concept of keywords and the same is true for Google Adwords.

So let’s suppose you’ve got a website that sells exotic teas, the most relevant keyword would be “tea”. But it is not as simple as it sounds. Tea being such a popular keyword gets bid on by a lot of other competitors which can increase the cost per click. So, choosing a niche keyword would be a better idea.

To start with it would reduce the overall cost of the marketing campaign. Subsequently, you would be able to drive some niche and good quality traffic to your website.

Creating a list of keywords  may require a lot of brainstorming but keep going until you have around 100 or so various keyword options.

Once you have drawn up a list of keywords , the next step is to figure out what exactly you’re looking for, to get out of Google Adwords. For instance, if you’re focusing on direct sales, you need to have a secure e-commerce system in place, including good quality content on your website. Without giving the content on your website the due attention it needs, you can never hope to succeed with Google Adwords.

Signing up with Google Adwords require specifying the daily budget, the language and various other facets related to it. Once you’ve signed up with Google Adwords, you need to make use of the conversion tracking resources to keep a check on the success ratio of your campaigns.

Conversion rate measures the number leads generated with the help of using Google Adwords against ones which actually bring in some revenue. You’ll have to go through the Google Adwords documentation campaign to understand the ins and outs of conversion rate.

Another great tool for checking the progress of your Google Adwords program is the Google analytics tool. It lets you gauge user-response to a website and the list of keywords which attract the maximum traffic. In addition to these tools, you may constantly need to review and upgrade the ad copy in order to reap richer benefits.

So, using Google Adwords does require some effort on your part, like those other methods of marketing I mentioned at the beginning of this article… But if you pay attention to all these nuances related to using Google Adwords, you will be able to generate a lot of precisely targeted traffic to your website in a much shorter space of time.

How Does Google Adwords Work?

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Internet wouldn’t be quite so vigorous it is today, if Google had not been there. Because of the sheer volume of information available online it is hard to find what you are looking for, without the help of a search engine.

And this is where a huge business opportunity also presents itself. This is applicable for both Google as well as a business trying to market its product. Most of us know that Google Adwords is the largest pay per click program on the Internet and has great exposure value attached to it. Google Adwords offers a win-win opportunity for everybody interested in marketing a product online.

But there has always been a mystery attached to how exactly Google Adwords works. After all, managing such a huge database of clients and still maintaining high standards of quality is not an easy task.

The primary thing which makes Google Adwords such a success is its advanced ranking algorithm. Most of the pay-per-click programs seem to operate under less rigorous parameters; the higher the bid on a keyword, the higher the rank of the ad.

However, this is not entirely the case with Google Adwords. Google Adwords takes into account a lot of other factors, such as click-through rate, relevance of the content and of course, the bid.

Adrank, the name of Google’s ranking algorithm, essentially multiplies the highest bid with the click through rate the ad gets. So, for example, if a client’s bid is 30 cents and the click through rate of the ad is 2, then the Adrank would be 6 for the client’s ads.

Apart from these two factors, Google Adwords has introduced another factor in its algorithm called “quality score”. Google hasn’t unveiled much about this aspect of Adrank but apparently, the quality score of an ad is determined by the click through rate, the relevance of the text, the performance of the keywords and the quality of the landing page.

This complexity can confuse people into supposing that Google Adwords operates as a manual process and the slaps or demotions in ranking that some people experience is a manually supervised process. However, this is not correct. There are tens of thousands of clients registered with Google Adwords and manual supervision of such a huge database is  virtually impossible for mere humans. Therefore, Google employs a complex automated system which takes into account various factors to slap an ad.

One of the primary reasons why an ad in Google Adwords is slapped is because of duplicate content issues. All too often various website owners simply copy the landing page of another website. In such a case, the parties concerned are punished and are degraded in  rank. This is done by Google Adwords in order to ensure a constant high quality in their search service.

Another common instance of slapping is related to the use of controversial keywords such as weight loss, which constantly attracts consumer complaints. Google Adwords weigh heavily on these keywords and the chances of getting slapped are very high in such a scenario.

There are some other factors too, regarding the algorithm associated with Google Adwords and  so it makes sense to go through the online tutorial that Google Adwords provides to make sure you know enough about how this amazing program operates before you take the plunge and market your web pages with Adwords.