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Marketing your website & business using PPC

That the internet has changed the way we shop and do business is now a well-established fact. Seventy percent of all small businesses now have an online business presence . Ecommerce is changing the way shoppers compare costs as well as search for products, goods, and services. Pay per click ads for websites offer a good return on investment when done properly. Without understanding how pay per clicks or PPC advertising works, a small business can quickly lose money without seeing an increase in sales or traffic. Marketing your website and business using PPC requires attention to details and an understanding of how PPC advertising works to drive traffic to your website and business.

How does pay per click advertising work?

Pay per click ads are the audience-targeted ads that are shown as sponsored ads when you type in a search word on sites such as Yahoo and Google. Properly done, PPC ads put your small business PPC promotion in front of your targeted audience with specific products, services, or information they are seeking. A well-designed ad campaign requires time devoted to keyword research, budget planning, strategic bidding, and compelling ads designed to encourage your targeted audience to click on your ad rather than a similar offer. Each time your PPC ad is clicked on, it costs you money so the key is to take time researching keywords and keyword phrases that will bring in consumers most likely to purchase your goods and services. If all this sounds like a lot of work, you may wonder why use PPC ads rather than traditional advertising. PPC ads get you information in front of consumers at the time and place they are seeking information. On-line shopping continues to rise and an online store that uses a well-researched and designed PPC campaign will see an increase in traffic and conversions to sales.

Location matters.

Just as the location of a traditional business affects the traffic and sales your store experiences, so does the location that online consumers find themselves directed to when they click on your small business PPC ad. Before designing pay per click ads for websites, design a landing page that offers information about the specific product, goods, or services your PPC ad campaign is promoting. Do not send consumers that click on a PPC ad to your homepage! A well-designed landing page should attract actively seeking consumers who are looking for what your business has to offer. Offer a free sample, free information in the form of a booklet or special report, or discount coupons in exchange for prospects giving you their email address and permission to contact them with value-based offers, and information. This allows you to build your prospective customer base and establish a relationship with individuals looking for what your business has to offer.

Testing 1-2-3!

Test all aspects of your PPC marketing campaign including landing pages, ad copy, offers, and design. Why use PPC ads only hoping that they might bring in a return on investment? With prior testing, you significantly increase the effectiveness of your advertising campaign and offer relevant information consumers are looking for at the time they want and need it! Test how your landing page looks and how easy navigation is in as many browsers as possible including mobile options. Test your landing page against high traffic search terms and provide content specific to those terms. Design modular copy that you can switch out without breaking apart key sentences. Consider copy for specific promotions as well as standard copy that promote your online business.

Use all available resources and support

While the learning curve involved with PPC advertising can seem overwhelming, there are endless resources available to help you get started and you will save yourself a lot of time, frustration, and money to take advantage of as many resources as possible as you begin planning a PPC campaign. To see a good return on investment with PPC ads, you want a high click through rate of target consumers. Take time to become familiar with keyword tools and join Ecommerce discussion forums to connect with other online business owners to compare notes and find successful marketing tips and ideas to get the best return from your PPC campaign.

Monitor & evaluate your ad analytics

Use the analytics available in your PPC account to monitor and evaluate the effectiveness of your ad campaign and promotions. Unlike traditional advertising where it is hard to know how many prospects have actually seen your advertising, online ads provide a good picture of how many individuals have seen your ad, clicked through to gain more information and purchased your products or services. Become familiar with click-through rates, conversion rates, average sale rates, cost-per-acquisition, and of course, return-on-investment.

All advertising and marketing will vary according to a wide variety of factors such as target audience, cost range, location, and numerous influences that you can never be sure to identify. All forms of media advertising interact and smart businesses understand this and use a combination of marketing tools and ideas. A huge advantage of pay per click ads for websites and online stores is you have real-time data to evaluate the effectiveness of your online efforts.

+ Jannelle Pierce

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