Pay Per Click

According to Nick Failla, president of Premier Consulting Innovations, pay-per-click advertising is versatile, measurable and involves a budget that is easy to control.

Pay-Per-Click (PPC) advertising is an Internet advertising model used on search engines, like Google or Yahoo, where a company bids a certain amount – from a few cents to dollars – for specific search keywords. If their “bid” is highest for those keywords, their ad shown on the main search page as a "sponsored advertiser," but they only pay if someone “clicks” on their ad.

Failla advises retailers to use Pay-Per-Click advertising to put their message directly in front of consumers looking for jewelry products, then direct them to a special “Landing “ page on their company website. This page can be used to inspire your potential customer to take action: to purchase, learn more about your company or even visit your store.

Here are some tips to thrive with a Pay Per Click advertising campaign:

• Transfer your traditional marketing messages to the Web. The foundation for your pay-per-click ad campaign should be based on your company’s traditional marketing and brand messages. Ask these questions to help you determine what the marketing messages will be:
  • What is your goal? To increase brand, web awareness, to make more online sales, to draw more people into your store?
  • Who is your audience? Gender, Age, Executives, Shoppers, etc?
  • What benefits and services do you offer this audience?
• Choose targeted keywords. The best return on investment comes from keywords that are searched by people looking for your specific jewelry products and store benefits. So it’s important to choose keywords that are targeted to your store brand, location or merchandise. Identifying your marketing message and goals will help to choose these keywords.
  • Extra Tip: Google and Yahoo offer free search term suggestion tools that help determine phrases to use.
• Make the ad copy count. Your ad listing will set you apart from other companies bidding on the same keywords. The Title and Description should include your benefits and include a “Call to action” like offering a discount or special incentive. Use your keywords in the ad copy, so that the ad appears relevant to the user’s search.
• Don’t send people to your Homepage. Create a special “Landing Page” that promotes the benefits and incentives you described in your ad, like a special product or offer or discount. When a consumer clicks on your ad, the page they are taken to (the Landing Page) is key to whether they purchase jewelry, are drawn into your store, or quickly leave your site. Make sure all the key information -- discount or sale details, store/brand information -- is at the top of the page.
• Monitor your pay-per-click campaign to make sure you’re getting the results you want for the amount you are spending. You can try different keywords, ad copy and offers to see what improves the quality of traffic to your website, and then to your store.

Take The Tip:
Registered for the JA New York Summer Show? Learn how to do use Pay Per Click advertising during Nick Failla's sessions at the Thriving in 2008 Digital Media Marketing Seminars on Sunday, July 27.

Comments

[leadgenix]

Great tips. I completely agree with Faith and her post.

[pay per click management services]

Thank you for the valuable tips about Pay Per Click advertising campaign. This could really help us a lot. I really hope you'll post more articles regarding pay per click. I really learned a lot here. Again thanks and more power to you.

-faith-