Posts Tagged ‘ppc management’

In developing your Adwords ppc campaigns, it’s very helpful to develop a Unique Selling Proposition, or USP. The USP may be used repetitively in your Adwords ads to help improve click through rates.

Your first step is to answer these four questions:

1. Why I ought to read or take note of you? 2. Why must I believe what you have to say? 3. Why should I take action about what youre offering? 4. Why should I act immediately?

As you may notice, these are powerful standards for what to incorporate in your Google ad and on your web site when visitors stop by. Find the correct answers, and you’ve taken your marketing and made it that much more powerful.

We’ve all crashed on our faces trying to be everything to everyone. You can’t make everyone happy. If your purpose is shadowy and your good judgment of individuality ambiguous, it confuses your regulars and robs you of time and vigor.

You cannot discuss USP without mentioning the Domino’s Pizza USP:

This isn’t exclusive now, but in the early days of Domino’s, it most definitely was. A multibillion dollar company was born from this extreme unique, simple proclamation of value.

Just look at what a focused USP does in the rearrangement of everyday Domino’s staff:

Fresh. They don’t have to keep coolers full of stock. They keep all of the needed ingredients on hand, along with ample staff to set up the order-taking. And the pizza doesn’t even have to ooze quality.

Hot. They keep a logical timed schedule, putting the ladened pizzas into the oven in time with orders that enter. They keep the suited containers on hand and the delivery guys make sure the hot freshly made pizzas are well packed.

Pizza. No spaghetti. No lasagna. No fine wines. Nothing else.

Delivered. This isn’t a dine in setting. No wait-staff or extra busboys, no added tables or chairs.

In thirty minutes or less. Everyone pushes against the clock.

Guaranteed. When the buyer hears this, he sits up and takes notice. And the manager has monetarist inducement to keep to keep the operation stirring.

When you have this communication defined and focused, it will unshackle you. You become the consultant. People ask to you solve difficulties that you’re not geared to deal with, and you simply refer them elsewhere. Nobody expects you to be skillful on anything more than your one function.

You can possibly expand into extra areas, and many businesses have many USPs. Every item in a business should have a separate USP. But in each case, it needs to be common, and it requirements be very clear.

A beneficial USP will correspond in a Google ad or at least the most crucial part of it will.

Ask any real PPC professional, and they will tell you that the #1 key to being successful with pay per click marketing is split-testing.

You need to split test everything. From text ads to landing pages, every single aspect of your campaign needs to be tested constantly.

Did you know that just changing one word in an ad or adding a question mark to the headline of a text ad can increase click through rates by more than 500%? The same thing holds true with landing pages. Changing an image or shifting the layout of your site will have an impact (negative or positive) on your overall conversion rates.

To be successful, you have to test all the time. As soon as one test is done, you need to move on and test the same thing again.

One easy way to split test your text ads is to use what is called the chi-squared formula. What this formula tells us is at which point (how many clicks) a test is relevant, at which point we can declare a winner and move on to the next test.

Using the Chi-Square formula, we can make sure that our tests are a minimum of 95% accurate. There are software programs to do this, but it is beyond the scope of this article.

If I were to play Tiger Woods in a game of golf, there is a possibility, albeight slight, that I could beat him once. However, if Tiger Woods and I were to play a game of golf everyday for 60 days, there is a virtually no chance that I could beat him more than 50% of the time over that timeframe. Playing just 1 game of golf is completely insignificant in the overall scheme of things.

This goes to show you how important it is to have more than just a few pieces of information before making a conclusive decision.

It is harder than you think to find a PPC management company that knows what they are doing. A lot of the so-called “Professional Agencies” have literally no idea what they are doing, and do next to no split-testing at all. Don’t fall into one of their money traps, and make sure you know what you are getting before you get management for your PPC account.

It’s time to distill your message to its most salient point. Although you may think you have pared it down to a tight message, have you told your customers why exactly they need to buy from you?

After all, this could be the most important part in your AdWords management. Because this is the ingredient in marketing that trumps all others. With this ingredient, everything in marketing gets easy. Without it, people wander around in an aimless stupor for years.

What’s this “thing,” this magic ingredient? It’s having a good answer to the following question:

Why should I do business with you, instead of any and every other option available to me, including the option of doing absolutely nothing at all? What do you have to offer that your competitor’s don’t.

Another way of asking the same question is:

What do you guarantee?

When you can truly answer these two questions, your ads will practically write themselves. When you can truly answer these questions, people will be lining up to buy from you.

When your business has a simple yet unmistakable mission, it will stands out in an age of confusing marketing messages and corporate mumbo jumbo. By answering this question you establish your unique selling proposition (USP). This will be a statement of value that’s so clear and focused that it will be almost impossible for your potential customer to misunderstand it.

Less is more. Your business will grow, the world will sit up and take notice, and even your Google ads will write themselves, when you stand out from the crowd with a clear, simple, and utterly unique message.

WHAT IS A USP?

Your USP is what makes you special. It is that one thing special about you that your customer can’t find anywhere else. It is your Unique Selling Proposition. It is what you bring to the table that no other business tries to do, or possibly even can.

Your USP is about the uniqueness of your product, and it’s more than that. It’s your whole argument for not just your product but also its accompanying services, why it’s necessary in the first place, and the timing of getting the product and seeing your problem solved now, rather than later.

A lot of the difficulties people have with Google come not from doing Google AdWords wrong per se, but from a USP that isn’t clear or maybe isn’t even unique in the first place. If you have your USP right up front, everything from the keywords and ads to the price of your product, all that falls into place.

If you’ve tried to increase web site traffic with search engine marketing and search engine optimization but you still aren’t seeing the kind of web site traffic that you want to have it might be time to consider investing in some web advertising. There are different options when it comes to web advertising but the styles of web advertising used the most by businesses is and paid search advertising. Paid search advertising is a good option if you’ve already tried search engine marketing and search engine optimization because your site is already well set up for paid search advertising. Paid search advertising is paying to make sure that a link to your site and a description of site is placed at the very top of a search engine results page.

This is a smart move because studies have shown that people who are searching for a site will usually click on any one of the first five links at the top of the search engine results page and then they will stop. Consumers almost never click through to the second page of search engine results after doing a search. So paying to make sure that your site is at the top of the search engine results page can be a very effective way to drive traffic to your website.

Figuring out how to manage your paid search advertising can be a little difficult if you’re not used to how web advertising works so you’re better off hiring a paid search management company to oversee your paid search advertising. When you’re setting up a paid search to increase web site traffic the keywords and key phrases that you choose need to be chosen carefully.

A qualified paid search management company can help you set up your paid search to maximize the time and effort you’ve already put into using search engine marketing and search engine optimization on your website to increase website traffic.

Using paid search to increase web site traffic can be a very cost effective way to get the most of your search engine marketing. Essentially paid search web advertising is just giving your search engine marketing a boost and making sure that people see a link to your site before all your competitors. If your website deals with a popular topic then using paid search web advertising is really like insurance that your site make it onto the first page of the search engine results page.

Increasing traffic to your site is possible. However, you cannot afford to miss out on the benefits of using PPC (Pay Per Click). To date, PPC is one of the most effective means of internet adverstising.

PPC looks easy on the surface. It is a matter of signing up, deciding what your spend will be, setting your PPC rate, and choosing keywords. Your advertising is accessible almost immediately, and your expectation is that clients will use the Google highway and beat a path to your front door. It sounds simple, but the truth is that simplicity, by itself, is not always the most effective means of getting the best results from PPC.

An amateur PPC user can end up spending thousands of dollars without ever seeing the tangible benefits of a well-run campaign. Using a qualified and professional PPC Management Service allows you to work within a set budget to get the results you want. Expert service can also guarantee you save money while increasing traffic and conversions.

The average CPC (Cost Per Click) price is increasing, and this will make it more difficult for amateurs seeking to profit from PPC. A professional PPC Management Service can utilize their experience to plan proven strategies that work for your business.

The PPC Management Service you choose should be qualified, experienced, and capable of delivering the results you need. Google AdWords is the most powerful and dominant PPC system on the Internet. The company you do business with should be an AdWords expert, otherwise, you will miss out on capturing the revenue that the most powerful search engine available can deliver.

The finer details in your PPC campaign can make all the difference in the world when it comes to success or failure. If you cannot presently make the decisions and implement the programs with your present level of understanding because of all the minutiae involved, hiring a PPC Management Service is the smart thing to do.

Trying to go it alone can be time consuming, difficult, and expensive. Even if you have a program in place that receives a marginal amount of traffic, your program is still in the tank if your visitors are converting into sales. A Management Service can advise you on what why you have a low conversion rate based on years of experience. They can eliminate the guesswork that has plagued your campaign since its inception.

PPC is expected to grow as more and more companies begin to realize its potential. This means that PPC space will become more competitive and costs will rise accordingly. The winners in the game are the ones who allow the experts to manage their campaigns.