Archive for the ‘Pay Per Click’ Category

Effective marketing strategies are shifting from printed website internet marketing strategies. We know the good old days of relying on brochures or printed advertising are just about over.  Once a business has published a website, it’s time to perform website internet marketing to promote that online business.  In simple terms, on the internet a business needs to: Get Found. Get Traffic. Get Sales.

In Houston, companies looking for Website Internet Marketing options often choose Pay Per click Internet Marketing.  This option offers local advertising directly to those searching for your product or service, exactly at the moment they are searching.    It’s like putting your business card right in front of someone at the moment they want what you offer.

But PPC doesn’t work just like a magic bullet – you must constantly monitor, measure, and tweak your PPC campaigns to make sure they are profitable.  Here are 7 tips to help ensure Pay Per Click internet marketing success.

1. Choose specific keywords.  Be very precise in what words you use to trigger your ads appearing.
2. Make use of the different match types.  Broad match will trigger various interpretations of the keywords you bid on, phrase match is more specific but exact match only triggers your ad for that specific keyword.
3. Use negative keywords and negative keyword phrases.  Avoid showing up for words that aren’t relevant to your product or service.
4. Use the keywords in the headline or ad text.  Searched keywords that appear in the ad will be bold highlighted and will bring attention to your ad.
5. Have tightly grouped keyword types in Adgroups.  Group small sets of keywords into groups and focus the ad on those keywords.
6. Landing Page.  The landing page should be an extension of the ad.  What is said in the ad should be followed up in the landing page.
7. Track, measure and report.  Place the keyword conversion code on the website where the final action occurs, watch Click Through Rate, create several ads for adgroups and see which is the best performing, run Search Query reports to see what terms are being used… and more.

Take advantage of our experience in search engine pay per click internet marketing along with our unique knowledge of the Houston marketplace.  Get in touch with us for all your Houston Website Pay Per Click Internet Marketing needs.

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Quick thought from our  Houston area Google pay per click campaign management company.   When I use Adwords Pay Per Click to advertise clients businesses, the first thing I have to do is understand what the market is and who the customers are for the product or service being offered.

Look at the Market, Not the Product.

Selling online training, vitamin supplements, bookkeeping services, or iphones?  Not the thing to focus on.

Here’s the thinking we often follow:  “I have something I want to sell on the internet.”  And away we go trying as hard as we can to promote that product, giving endless details and tiresome information about the product or service that is offered.  But, the subject matter of what you are selling – a product, a service, whatever – is not what matters.

What is it that matters most?  Markets Matter Most
When selling on the internet, whether it’s PPC advertising, Facebook business pages, a website or other digital asset, the marketing message you deliver should focus in on the market.  Figure out all you can about the market (the vertical) for your product or service, then learn how to think like someone searching for your product or service.

An Example:
Taking a look at any fat loss product:  Acai, ColonCleanse, Detox, etc… Now, think market = Diet and Weight Loss Market.

Let’s look at how someone will search for a product or service in that Market

Now, you have to think like the person who is entering a search in the Diet and Weight Loss Market.  Think of how someone felt when they can’t fit in a favorite dress or suit.
•  What keywords will be used:  Weight Loss Supplements, Increase Energy, Get a Beach Body, Get ripped abs, lose belly fat, etc…
•  What stage are they in the sales cycle? Someone entering “How to lose weight” is seeking information, but someone entering “Hoodia 60 pill package with free shipping” is looking to buy.

My point? What we are doing here is choosing the Weight Loss Market, not just a product. The market determines how you will promote your product or service.

So remember, look at your product or service within the overall market it plays in, then put yourself in the mind of the customer in that market, and let your product or service deliver what the customer wants.

Carl Loop is a Houston Adwords Pay Per Click Professional, and invites you to find out how to market your product or service directly to people searching for it.

Want to Get Found? Get Traffic? Get Sales? Go to Global Business Builders at http://www.gbizbuilders.com/pay-per-click/ppc-services.html

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Now, Google is in the “Prediction” business. Have you noticed how when doing a Google search, results are shown as you type? This is Google Instant.

Google believes that predicting the words as you type them is an enhancement to your Search Experience. For instance, you don’t even have to press enter, since the results come up before an enter key is ever pressed.

Not yet available on mobile searches, but on its way.

Looking for Pay Per Click advertising help? Go here to see our Local Google Pay Per Click services and get on the 1rst page of Google today.
Learn more about Google Instant here. Do you like how Google “predicts” your search?
Leave a comment…

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What are the reasons PPC advertising is so popular?  Here are just 5 reasons:

1. Low Startup Costs.  Compared with other forms of advertising, PPC adverting can be done for a fraction of the costs.
2. Fast results.  Ad campaigns on Google are pre-approved and can start appearing almost from the moment they are launched.
3. Targeting.  Ability to advertise to a specific geography, local or global.  Also, the ability to appear for specific search keywords, choose as many or as few as you like.
4. Minimal risks.  Set your daily budget as large or small as you want to set.  Ads stop appearing once the budget limit has been reached.
5. Trackable.  Able to track results and determine which keywords are getting clicks, and which are getting the actions you wish (sign ups, purchases, leads, etc).  Based on the results that are seen, adjustments can be made to fine tune a campaign’s performance.

These are just a few reasons why Pay Per Click advertising is so popular. Whether you are trying to generate sales, leads, traffic or branding; pay per click advertising is definitely a form of advertising that you may want to consider.  For expert help setting up and managing your Houston, National or International Adwords Pay Pay Per Click campaigns, we have the expertise to help you build your business at Global Business Builders.

Global Business Builders

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Here are some basics and specifics for helping Google Adwords Pay Per Click campaigns:

1. Give the adgroup a name relevant to the keywords in that adgroup.
2. Create targeted adgroups that have tightly themed keywords. Around 5 to 40 keywords that are tightly themed.
3. Use keyword or keyword phrase in the Headline,  either by specifically coding it there or by using Dynamic Keyword Insertion.  This will cause the Headline to be Bolded for the keyword used in the search.  Do the same in the ad copy where possible.
4. Split Test ads.  Use at least 2 ad creatives for each adgroup, and after some time, use Splittester.com to see which ad has a statistically significant lead over the other.  Then, pause the ad which is not performing, and write a new one to test against the better ad.
5. Test with different matching options.  Broad, Phrase and Exact.  After a good test period, choose the keyword with the best click through rate (CTR) and lower CPC.
6. Send ads to a landing page “optimized” for the ad keywords.  For highest quality score, it is critical that the keywords of the ads and the keywords of the landing page have agreement.  Be sure and add the Quality Score column in the Adwords interface, it is not part of the keyword columns by default.  Quality score starts at 7/10 and goes up or down with the ad’s history.
7. Mulit variant landing page testing.  This is a pretty advanced effort, but changing different elements on a landing page can have a significant impact on conversions. Learn more here:  Google discusses Quality Score
8. After some testing,  update the meta tags on each landing page with the best performing keywords.  Also, use the best performing and highest converting keywords in the Title tags of the landing pages.  And last, use the exact ad text from the best performing creative in the meta description tag.
9. Google strongly favors sites that seem legitimate and credible.  To add credibility to your site, these types of pages will help: About Us page, Privacy Policy, Terms and Conditions, Contact Us.  Google ads are pre-approved and then manually reviewed later.  If your site looks like a doorway site, an affiliate site, or a spam site, Google will “slap” the quality score of the site and bid prices can go up 5 to 10 times or more.  For example, from $1.00 to $5.00 keyword bid price.
10. Negative match.  The more impressions your ad gets without a click means the lower the CTR, eventually creating a lower Quality Score and then a higher CPC.  Use negative keywords, typically at the campaign level, to get a razor focus for when your ads appear.
11. Install Conversion Tracking code to see which keywords are getting results.

I hope this has helped those running PPC campaigns or anyone looking to improve their ROI by increasing their Quality Score. If you would like more information or would like our Houston-based Google Adwords Management service, please get in touch.

I’m often asked about the 3 pay per click keyword match types: Broad, Phrase, Exact.  However, there is a match type which is considered the 4 match type: negative keyword match.

The interesting thing about negative keyword match type, is that it can be used to prevent your ad from showing up in a pay per click advertisement. As examples:

-job
-employment

The above keywords become “negative” when prefixed with the “-” sign.  And anytime either of those keywords is used in a search query, then an advertisement would not show up.  So, even if you had bid on a keyword phrase of “great home care” and someone entered this google search:  great home care job, the advertisement would not be shown.

But what is real interesting, and also an advanced technique, is the use of a Phrase Negative Match or an Exact Negative Match.  In Google Adwords, these capabilities are often lumped under a really strange term: Embedded negative match.

Here is an example:

You an advertiser selling new corvette merchandise puts a negative exact match on: -[new corvette].  In this example, if someone types in: new corvette parts or new corvette accessories, the merchandise could show up but not for someone just looking for a new corvette.

Contact us to discuss your Pay Per Click advertising needs.

Carl
Global Business Builders

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