Compared with search engine optimization, some advertisers running pay per click advertisings may say that PPC advertising is not working for them or their business in that it is just wasting their budget without giving them any return related to their marketing objectives such as increase in brand awareness, website visitors, sales, etc. However, are they really sure this is because the PPC advertising system is not working well or they or their online marketing agencies are not effectively managing their PPC campaigns. Therefore, today I would like to tell you how you can optimize your pay per click advertising campaign to meet your marketing goals.

Landing Pages : Importantly, you should choose the landing pages that are related to your creative ads. What you should not do is use your home page as a landing page for all creative ads. For example, if your ad talks about iPhone 3G, you should not link your ad to home page that contains various mobile phones but you should bring your customers to the web page specifically talks about iPhone 3G. Using landing page related to your creative ads can increase your quality score, leading to higher position of your ads with lower cost per click.

Locations : If you can only deliver your products to customers living in Asia, why would you set our ads to show in France? Therefore, you should set your ads to show only countries or areas that you do your business. Showing your ads out of your business areas just wastes your budget since people in those areas may click your ads but you cannot serve or service them.

Keywords : You should consider your marketing goals before choosing keywords. If your goal is to increase brand awareness or traffic, you may consider general keywords. On the other hand, if your goal is to increase sales you may consider more specific keywords like two- or three-word keywords or you may use your product model name as keywords since people using product model name as a search term normally already have buying needs.

Creative Ads : Your creative ads should be relevant to your bought keywords so you should put keywords in titles and descriptions of your creative ads. However, how you write your ads must stick with Google Adwords Editorial Policy in case you use Google Adwords. Furthermore, you should have multiple ads for each Ad group so you will know which ad has the best performance or brings you highest conversions.

Ad Serving : As mentioned above, if you have multiple ads for each Ad Group, the Ad Serving option ‘Optimize’ is recommended since with this option, the ad having the best performance will be most frequently displayed.

Schedule : One thing you should know about your targeted customers’ behavior is when or what time of the day they surf the Internet or at least they wake up and go to bed. With this information, you can set the schedule when you want your ads to be shown rather than let your ads show all day all night since people who may not be your targeted customers will probably click you ads and you will be charged.

Conversion Tracking : Importantly, you will not know whether your pay per click advertising campaign is successful or not If you do not know the conversions the campaign bring you. Therefore, you should install conversion tracking code into your success page. The success page can be thank you page after payment process, booking page, download page, contact us page, etc depending on your marketing goals.

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…

This article is especially for the business owners or advertisers who are still promoting their products via traditional media such as television, radio or newspaper. Frankly, I just want to tell them it is time to change to online media or use online advertising to promote their products. However, some of them may ask why online advertising or some of them may not even know what online advertising and marketing is. OK then let’s see why you should turn to online advertising and marketing.

- Changes of customer behavior : Nowadays, people spend their life more online. What does this mean? It means people tend to do their daily activities via Internet. For example, they watch movies via YouTube or listen to their favorite songs via iTune or Imeem. They also find new friends via Hi5, Facebook, Multiply, etc. Moreover, they read news via RSS feed or listen to Podcast. Absolutely, when they want to buy something for themselves or their special persons, they will find via Internet probably by Googling with keywords related to stuffs they want to buy. Therefore, they will never find your products if your ads can be only found in newspaper or magazine.

- Lower Budget : The cost of online advertising is much significantly lower than traditional media adverting. You can start your online advertising with let say 500 baht if you want but how much you have to pay if you want to buy advertising on TV or radio.

- Reachable more customers : With online advertising, you can deliver your marketing message to people who live in other areas or even countries since Internet is global. For instance, Google Adwords, Google’s Pay Per Click adverting system, allows you to select the countries where you want to display your ads.

- Cost Effective : You can more effectively manage your cost or budget with online advertising. For example, you will be charged only when people click your ads and come to your website or even when people buy your products (i.e. Affiliate). Also, you set your own adverting costs. Unlike traditional media that they tell you how much you have to pay if you want your business logo or company name to be seen on the first page of some newspapers but with online advertising, you can specify like how much you want to pay for one click or how much you want to pay daily yourself.

- Full Control : What would you do if you have changed your business contact details like phone number or email but your ad placed in one magazine still shows the old ones? How long does it take to change them? Days or a week? Why not real-time? Because it is traditional media. With online advertising, you have full control on your campaign. For example, in this case, you can change your business contact details within 5 minutes by yourself.

- Conversions and ROI : May I ask you something? Do you know the number of people who really looked at your ads in the magazine that you bought the advertising space? Are you really sure that people who bought your products know you from this magazine? What is your conversion rate and ROI (Return Of Investment)? With online advertising, let say PPC, you can track your advertising campaign performance like how many times your ads are displayed (Impressions), how many people click your ads and come to your site (Clicks), how many of them convert to your customers (Conversions). With this information you can calculate your ROI, which is very useful for your business.

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…