The first step to optimising any Pay Per Click advert is to monitor carefully the keywords that you are using to trigger the advert. I cannot over stress this. If you are bidding on generalised keywords that generate heaps of traffic then you are perhaps wasting loads of your valuable money.
Instead, look for highly targeted keywords that only drive small quantities of traffic. It is worth looking at this point at how you are charged on Pay Per Click schemes.
When you create an advert you bid the maximum that you are willing to pay for the advertisement. The adverts are then displayed when the appropriate keywords are displayed, in order of impending revenue. This does not mean that those bidding the most appear at the top, but those that will probably earn the most.
Now this sounds the same, but it is not. If your competitor’s advertisement is clicked on twice as often as you and you have both bid the same amount, then they have twice the possible you have. This means that they might bid half the cost that you bid and still match your prospective charges.
So to appear at the top of the selection, you need not merely to bid heaps but also have a successful advert. This means that by having a highly targeted advert that is clicked on a load of the times that it is displayed you will be able to bid less for the same position.
This means that it is vital to narrow your advert to as small a corner of the market as you can manage. It is much better to have stacks of highly targeted adverts, each with text that match the keywords, than one big advertisement with generic text.
You should also link each of these straight to the relevant page on your site to maximise conversions of traffic to incomes. By having loads of advertisements running at a time, each for a different product, you could also experiment with different wordings and messages across the adverts to see which works the best within the field that you are working.
Try to keep away from direct sales speak in the advert, just concentrate on spelling out the advantages of the products and visiting your web site. Free delivery, special offers and so on can increase the number of traffic that you see. A call for action (click now etc) are always a good way to encourage more visitors.
You may even like to try out different versions of the adverts by supplying multiple advertisement texts and allowing the system to rotate them. Then, look at which has generated the most clicks to your website and which have generated sales to work out which advert to use.
In summary:
- use highly targeted keywords to target the advert
- link direct to the relevant website page
- experiment with different advert wording to see what works
If you can increase the click through rate from advert to your site, you not only get more traffic but also cheaper advertisements. Benefits both ways!
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