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