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regardless if you have a PPC
strategy, your website may not be performing to
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A good copywriter
knows which words
trigger the feelings that compel people to make decisions. They write with
flair, making it easy for people to be drawn into what they are saying about
your business, services or products. Read an an example of good copywriting for a
fictitious Sydney Mercedes Dealer
website copy for a Used Mercedes
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We've heard this statement many times:
"Pay per click advertising simply doesn't work - we've tried it previously and
we wasted our
time and money".
The unfortunate thing for these people is that they are wrong - PPC advertising
- in fact, when you stack it up against other forms of advertising, it
is probably one of the best as far as ROI
(return on investment) is concerned,
and by far the best as far as flexibility
So, if we believe this to be true, why do so many people fail at PPC, or at
best, are only able to manage a "so-so" pay per click ad campaign?
That's because pay per click ad management is not as easy as 1,2,3 - throw some
words together, pay some money, and the customers will flood in.
For your ads to work there are quite a few factors that come into play. For
example, quite obviously your ad MUST be visible
- that's a given - but it must
be either at or close to the top
to be effective.
If you are out of Google's "golden triangle", your ad just isn't making the
In order for you to achieve a higher position, as well as run your ad campaign
to maximise your ROI, you really need an
ad management professional
The following are just a few of the mistakes people make when running their own
ad campaigns - how many of these techniques do you use in your campaign - or even know
How many keyword phrases do you use in your campaigns? 10? 20? 30? Try starting
at 1000 plus
- and that's just for small to medium sized campaigns. Let me give
you an example: each month more than 6000 keyword phrases are used to find
organically (the non-paid results). Now, imagine if we ran an ad
campaign in which we used only 30 or 40 keywords?
Because not everyone searches for your products and/or services using the same
word strings, you have to cover as many variations as possible.
Did you know that if you use keywords in your ads that do not match keywords in
your landing page (the page you direct people who click your ads), your average
CPC (cost per click) can increase, thus affecting your ROI?
Improving how your ad is written will improve your CTR (click through rate), as
well as improve your quality score, and, as a result, your average CPC will
If you service customers solely in the Sydney area (for example), you do not want
to attract customers from (eg) Perth. By doing so, you waste clicks and your ROI decreases. Further, if you
are a local area business only, serving a certain
number of suburbs, again, geo-targeting needs to be used.
A professional ad manager will monitor your keyword phrases and determine which
ones are worth gold, and which ones are mere tin. This is an ongoing process
that, if ignored, is detrimental to the all important ROI.
Your ad appears, a viewer clicks on it, and they land on your website. Once
there, you don't have long to convert them to a sale. But if you do manage to
convert them, how do you know
if they have come by way of your PPC ad? Many people, when I ask them "what is
your conversion rate", have no clue. You MUST track your conversion to ensure
your ROI is being delivered.
Another neat trick a PPC ad manager will do is what is called "split testing".
This is where you create two ads with different content, and measure
which combination of words returns the best CTR.
Something you need to be aware of is that as online advertising becomes more
competitive, more and more people will use professionals who know all the
"tricks of the trade". This will no doubt see you languishing behind your
competitors if you continue to run "so-so" ad campaigns.
For more information about how our PPC partner can help to grow your business, please
visit our Pay Per
page, or simply complete our