As I’m in the Beginning of my (PPC) campaign, I am not sure what is (PPC) marketing and what benefits it will be to my business. Please read on as I try to get my head around this very important part of affiliate marketing.
Can Be Costly:
(PPC) can be very costly if you don’t take the time to find out how to do it correctly. The key is to find markets where the audience is very targeted towards buying a product, has a lot of people searching for it and few sites as competition. This isn’t easy and without help to begin with you could end up losing a lot of money on ads.
What Is Pay Per Click:
(PPC) marketing is an advertising platform in which you bid an amount of money that you are willing to pay for a click. This is one of the more expensive methods of generating traffic, but provides an instant stream of visitors to your site.
There are a number of companies offering pay per click advertising, such as Google, Bing/Yahoo to name but a few. The most well-known is the Google Adwords program, which I will use to illustrate the principles of pay per click.
You may have noticed the ads displayed on the right-hand side of Google’s search page results. Each ad is associated with a keyword phrase (e.g ladies golf clubs) and is displayed next to the search results when someone searches for those keywords.
These ads are known as contextual ads because they are displayed on pages where the content is closely related to the keywords associated with the ad.
You will also come across these ads when you visit certain websites.
The same principle applies and the topic of the page matches the keywords associated with the ad. In this instance, the webmaster will receive a payment from Google for displaying their ads. This program is known as Adsense.
When A User Types A Keyword:
When a user does a search at Google all the ads on the screen are (PPC) ads. Google calls them sponsored listings. When a user types in a keyword, the advertiser’s who have bid on that keyword have their ads displayed.
When one of the ads is clicked by the user they are taken to the advertiser’s website. The advertiser is charged at maximum, the amount they’ve bid. Most of the time they are charged less than what they have bid. But they are never charged more than their maximum bid.
The bids can start at 1 cent and depending on the market and the (PPC) search engine, go up to $50 or more per click. When starting off I suggest bidding very low. Ten to fifteen cents per click or lower is a good start. The higher you bid the higher in the rankings your ad is shown therefore increasing your ads visibility and your potential visitors.
he downside is bidding high can cost you a lot of money and in some cases bring you way over budget. Be very careful when bidding.
Bidding low might not get you as much traffic as bidding high but it will bring you traffic for much cheaper thus increasing your return of investment (ROI).
One way to increase the amount of times your ad is shown (visibility) while bidding low, is to bid on a high volume of keywords. Some marketers bid on hundreds and up to hundreds of thousands of keywords.
This method will take some time. Putting together hundreds or thousands of keywords can be time consuming, but it is an effective strategy for getting quality traffic, without paying a lot of money. The more you work with the (PPC) the faster you will get at putting together lists of keywords.
In case you’re not sure how to generate that many keywords there are many tools on the net that will help. Some are free and some charge money.
PPC What Can It Achieve:
What can (PPC) marketing do for your business? Depending on your market, (PPC) marketing can be a great way to get quality traffic inexpensively, increasing your (ROI) and profit. It is also a great method for testing products because your ad can go live in as little as 15 minutes and up to 5 business days.
Depending on which (PPC) search engine you use. Advertising your business at free search engines A.K.A organic search engines can take weeks or even months for your website to be indexed in their directory.
It can take a lot longer than that to get a decent ranking on your search terms. The more competitive the keywords you are trying to get listed, the harder it is to obtain a decent ranking. This is one reason why (PPC) search engines have a huge advantage over organic search engines.
Two Best Choices:
I, as well as thousands of other marketers think the best two (PPC) search engines are Google Adwords and Bing/Yahoo! Search Marketing. Google claims your ad can go live in 15 minutes but it usually takes a couple of hours. This is really fast. Bing/Yahoo! Usually takes a couple of days.
There are thousands of smaller PPC search engines. Some of them are good and some are not. Some will take your money but will not have many searchers. Google and Bing/Yahoo have hundreds of millions of searchers every day. If you think about using a smaller (PPC) do some research and find out what experiences other marketers have had.
Best Website But No Traffic:
You can have the best looking website in the world promoting a fantastic product, but if your potential customers don’t know about it, you won’t get any traffic or sales. This is the single biggest problem facing all internet marketers. This is especially so for newbies who frequently get discouraged and give up their attempts to make money online.
How Does Pay Per Click work:
Place your ads with Google Adwords and pay for every click that takes a visitor to your site. The price per click is determined by the popularity of the keyword and its position in the list. Prices generally vary between a few cents and $5 but can be very much more for some keywords.
There is no fixed price for a specific keyword or the position where it’s displayed on the page. The advertiser specifies the maximum amount they are prepared to pay and then Google uses this and other information from all the other advertisers to work out the position of each ad.
1. Find A Product
2. Keyword Research
3. Ad Copy
4. Bidding Strategies
5. Tracking & Testing
Let’s explore these steps in detail below:
1.) Find a Product:
If you don’t have your own product a fast way to get started is to join an affiliate network such as Clickbank.com or Amazon.com. There are thousands of great products at these networks. They are easy and free to join.
You don’t need a website to start however it is a good idea to invest in a website once you find a lucrative market. You can also join thousands of companies who run their affiliate programs in-house. To find these companies type in a product you would like to advertise and follow it with affiliate program. E.g. “guitar lessons affiliate program”.
2.) Keyword Research:
Brain storm search terms that people would use to find your market. Use general and specific keywords. General keyword e.g. “guitar lessons” “learn the guitar”. Specific keyword e.g. “guitar made easy” “ebook guitar lessons”. Check your competitors’ website source code and look at their meta tags to see what keywords they are using. Use keyword tools like Word tracker, Overture’s free tool and Google’s free tool. These will help you uncover hundreds or even thousands of keyword phrases and combinations.
3.) Ad Copy:
Writing good ad copy is crucial for getting visitors from Adwords. Focus on the benefits of the product you are selling and use the keyword in the title of your ad. If a web user typed the keyword “guitar made easy” you could write an ad like this:
Guitar Made Easy
Learn Insider Techniques to
Master the Guitar Fast.
The keyword is in the title and the benefits are in the ad body.
4.) Bidding Strategies:
If you have a small budget keep your bids low between 10 and 25 cents per click. Bid on as many keywords as you can. Don’t get into bidding wars with your competitor for 1st place or any ranking. Figure out what a visitor is worth to you. If you have 4 sales for every 100 visitors and you make $20 per sale, a visitor would be worth $0.80.
This is how I would calculate the visitors worth: 4 sales x $20 / 100 visitors. Once you know what a visitor is worth you will know how much your maximum bid should be.
To obtain a healthy ROI never bid more than half of what a visitor is worth on a search term. Using our example above a visitor is worth $0.80 so you would keep bids below $0.40 because you want to try to make a 200% ROI.
5.) Testing And Tracking:
Experiment with your ads. Split test 2 ads in your Adwords account. Keep the ad that performs the best and edit or rewrite the loser and split test again. Look at your Adwords stats to make note of the best performing ads. This will teach you what types of ads work best for your market.
Test variations of your landing page. Modify your page and track your results. You should constantly be testing and tracking your website content and your ads.
Google has a conversion tool to help track specific goals like your (ROI) and your click thru rate to your website links. Google has an excellent tool called Google Analytics that tracks traffic, goals, ROI, keywords and much more. It is the best free tracking tool I have ever worked with.
The Final Click:
If this method appeals to you, you can at a later stage spend a lot more time specializing in the numerous strategies that have been devised to make this technique successful. In common with all advertising, the secret is to continually test and improve on the performance of your ads. The bottom line is quite simply, if you make more profit than the cost of your ads, you are on a winner. If not, stop immediately and try something else!
Would love to hear your thoughts about this post or this site in general, and I will answer all the comments on my website personally so drop me a line below if you have any affiliate marketing questions or comments. I’m happy to help any way that I can.
Kind Regards Shane.
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