If You Are Considering Adopting The Pay Per Click Sort Of Online Marketing Be Careful To Choose Your KEYWORDs Well
Pay per click can be a ideal way to begin your Online Marketing campaign. However it is easy to get into a sticky situation if you are new to the system or if you do not keep a close eye on the statistics that will be offered by your pay per click provider.
The premise is simple, you instruct you provider, generally a search engine company, to display your advert in one of the non organic areas of the Search Engine Placement listings ie the search results. You advise them to only display the advert when certain keywords or phrases are typed into the search by the searcher. The beauty of the deal is that there is no spend for that advert until a customer actually clicks on the advert to take them straight to your website. So in theory you are only getting customers who are in fact interested in your goods or services.
The first problem to be extremely careful about is which keywords or phrases you choose. Too broad a selection of key words may give you hundreds of clicks (and therefore a massive pay per click bill) but hardly any sales, as only a small proportion of the searchers using those words and phrases were either interested in your precise product, or ready to buy right now. The trick therefore is to be as explicit as possible with your keywords. If you only producesell pens it would be far better to have all the customers keying in “pens for sale” see your advert than it would to have the much bigger category of searchers who would key in just “pens” or even “stationery for sale”. With “pens” the searcher could be looking simply for information on pens, when they were invented, different types, reviews etc. They may all click through to your site, costing you money but not with any intention of actually purchasing one! With “Stationery” of course you will gain a large number of people searching for the word but only a proportion of them will be looking to buy a pen. So the advert may be displayed often but have a low “click through” rate.
Once you have determined the keyword facet of the pay per click you really do need to observe the whole campaign vigilantly. It is important to know how much you are spending and what you are getting for your money. The search engine frequently asks you to put a daily limit on the amount you want to spend, this can be deceptive as ?50 per day does not sound a large amount of money but if left to run for a month it will become ?1500. As long as this is attracting a reasonable number of sales it may be acceptable but if not then the campaign should be halted until some fine tuning has been done.
The process is relatively simple however getting it entirely right requires a lot of adjustments and careful observation. If you do not have time for this assign the job on to an online marketing or Search Engine Optimisation Company, they will deal with the account and should deal with all the fine tuning a lot quicker that you can.
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