While waiting for Search Engine Optimization, some website owners may do pay per click advertising since they do not want to miss the business opportunity if their search engine optimization needs to take quite long time. However, some of them say that their pay per click advertisings do not give them any sales or conversion even their campaigns are set up and working properly. However, doing pay per click advertising is not just creating the campaign, adding keywords, writing creative ads and making ads display when selected keywords are queried. You also have to something to support your PPC campaign. Let’s see what you can to do.

- Website Contents : First of all, your website contents have to be relevant to your bought keywords so if your website do not have any contents that are related to any of your selected keywords, you need to create some or hire a copywriter to do it for you. Let’s say you sell mobile phones via your website and iPhone 3G is quite new and very popular so you add any ‘iPhone 3G’ related keywords to your PPC campaign. However, you have not written and put any contents about ‘iPhone 3G’ in your website. When, users click your Ads generated from any ‘iPhone 3G’ related keywords and they do not find anything about ‘iPhone 3G’, they may leave your website and you will waste your budget.

- Landing Page : The landing pages should be specific to the keywords or creative ads. What you should not do is using Home Page as a landing page for all keywords and creative ads in your PPC campaign. I will use ‘iPhone 3G’ as an example here again. If one of your ads talks about ‘iPhone 3G’, the destination URL should be the page that talks about ‘iPhone 3G’ only. This page may have the descrition of ‘iPhone 3G’, price, images and probably some users’ experiences about ‘iPhone 3G’.

- Website Fucntions : When you sell your products or services via your website, you should check if any functions that support your sales like booking engine, shopping cart, payment system or contact us form are working properly or not. If they are not working, you have to fix them before doing pay per click advertising. Otherwise you will waste your budget since when customers come to your website through any of your PPC Ads, they cannot complete the transactions.

- Customers’ Behavior : Importantly, you should know your targeted customers’ behavior since it can help you effectively manage your pay per click campaign. For example, you should know the time when your customers normally surf the Internet so you can set your ads to be shown at that time. Moreover, you should know the terms that your customers use as keywords so you can choose the right keywords. For instance, people in UK and people in USA may use different words for the same thing.

Many people always wonder if they should launch a pay per click advertising campaign even though they are already in the organic search results. There are a few things you need to take a look at. First, do you have the budget? If you are extremely tight on budget it might not be the wisest choice to launch a PPC. But if you put aside a cost for advertising then you must go for PPC advertising even though you are already ranking in organic results for some keywords. You might not necessarily be ranking in organic results for all the profitable keywords.

Some companies do this from a branding standpoint. If you have a listing in the organic search results and you also have a PPC ad running a person shopping might be more inclined to either click on your organic listing or your PPC because you just instilled confidence in that shopper by building your brand. Confidence is something that online shoppers really need to have these days in order to pull out their credit card or pick up the phone to call you. Too many people get burned each and every day shopping online and building up your brand online will be important for someone to choose you.

To summarize:

o PPC is necessary when you are new to a market; because PPC lets you test keywords out. This tells you which keywords are worth more money.

o PPC is also valuable to maximize your value per visitor, by testing different messages and landing pages to find out what ads and versions of the website make the most money.

o PPC is necessary when you are aiming at traffic from additional keywords, apart from organic listings.

o Overall you probably need it to be able to test and maximize your profitability in your competitive niche.

Launching a PPC campaign while you have high search engine rankings may not double your business for the most part but it is an additional area of improvement and visibility for yourself or your business.

Pay per Click marketing has become a catch phrase in the internet marketing business. However, just because we have all heard of it doesn’t mean that we all know what it means or how it works. Pay per Click or PPC, is a form of advertising, usually associated with Google and the results page that users access when they type keywords into the search engine.

The idea is to get a first page results listing, meaning that the keywords you have selected are popular enough and unique enough to be the authority on the topic, according to Google. Google ranks results via numerous options, the first and foremost being which website looks like the top authority on the keywords typed. This doesn’t mean that you should use the same keyword over and over again as this type of over-saturation is more likely to work against you rather than for you.

Pay per Click marketing is a tool. Just like all tools, when used correctly it will respond by doing its job. When used incorrectly it is another source of frustration. When you choose a variety of keywords that entice the consumer to visit and spend money on your web pages, then you are grabbing the tool and using it correctly.

Pay per Click advertising is one of the fastest ways to ensure that you reach the top of the Google results page. You will most likely be listed in the section for Google AdWords, but this is a perfectly legitimate return for the user and if you match their criteria they are more likely to click on you than many of the organic results that only partially match their keywords.

Don’t ever think that you can just outbid the competition and end up on the top spot of the results page. Sure, a bid is important but so are the relevant content of your website and the relevance of the keywords to the site you have indexed with Google.

Remember that Pay per Click means that every time a user clicks on your ad through the system you are charged for that service regardless of whether or not the user then makes a purchase on your website. In order to receive good returns, your website has to maintain the interest of the user in order for them to purchase your product or service.

If you are new to online marketing, you might be wondering what all the buzz about PPC advertising is. If you are asking yourself whether you should buy PPC advertising for your site, the answer just might be yes. When you use pay per click (PPC) advertising, you have access to advertise to internet users in a specific geographic region. If you own a local shop, you would benefit from your ads appearing on search engines of those searching online in your area. When you buy PPC advertising for your site, you are gaining access to reaching with the market of customers online.

If you have strictly just an online business, you are able to target those customers searching for certain targeted keywords and keyword phrases. Since search engine optimization takes time and it can be difficult to get high rankings, being able to get your ad on the search engine results when people are searching for the keywords you choose is a great benefit.

When you buy PPC advertising, you are basically buying advertising space on a search engine. Different search engines offer different types of advertising options. With Google, they have a pay per click advertising program called Google Adwords. Once you have purchased the advertising, you create an ad that is going to be displayed in the search engine results. In most cases your ad is going to be on the right side of the organic results or above. This will vary depending on various factors.

If you are advertising your business offline, you probably already know that it is very difficult to know if your advertising is working. Unless you get a customer that tells you how they found out about you, you are not going to know if they came from your advertising. With PPC advertising, you have the ability to track your ad campaigns. You can view if the internet viewers are clicking on your ads and which ads they are clicking on. Mostly advertisers run many different ads that rotate to see which one gets the most response. They will then tweak the ad that is not performing.

The best part of buying PPC advertising is the ability to control your own costs. You can set yourself a monthly budget on how much you want to spend. This is a great way to get qualified leads to your business with just a click of a mouse.

Has anyone whose website created by Joomla found the problems when trying to installing the Google Website Optimizer Script in the landing pages. I did find a problem in that I could not correctly install ‘Control Script’ in the original page since google instructs that the ‘Control Script’ has to be placed in very begining of the page. In other words, the script has to be placed under </head>. In order to do that, I have to add the script in the template, which is used by every web page but I do not want every page in my website to have the ‘Control Script’. Therefore, my solution is cloning the current template, renaming it and assigning it to the landing page. This can be done by the following steps;

- Create the folder that will be used to store the files used for current template. You may name the folder like ‘yourcurrenttemplatename_googleoptimizer’.
- Download all files in the current template folder to this folder
- Open the file ‘index.php’ and place the ‘Control Script’ under </head> and save.
- Open the file ‘templateDetails.xml’ and edit the template information. Otherwise, in the backend system, the current template and the template used for Google Optimizer will have the same name.
- Upload this folder to ‘Templates’ folder.
- Open the Joomla Backend System (i.e. http://www.xxxx.com/administrator/) and go to ‘Extensions’ Tab then select ‘Template Manager’ Menu. The template that will be used for Google Optimizer shoud be available in the list.

Now, the template having the ‘Control Script’ that will be used for Google Optimizer is ready. Next, you have to assign it to your landing page.

- In the template manager, double click the template for Google Optimizer.
- For the section ‘Menu Assignment’, in the topic ‘Menus’ check ‘Select form list’.
- In the topic ‘Menu Selections’, choose the menu of your landing page.

This is it

However, if anyone has the better solution for this please please please post your comment here. I and probably other web developers will be appreciate.

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There’s no way you can find all the good keywords in one brainstorming session. Here are some creative methods you can use to develop your primary keywords list. Basically, it’s about understanding your potential clients: how much they know about your business, how they speak, how they may come to you. Use the following as a guideline.

Benefits vs. Features

When people search on Google (or any search engine), they actually define what they need or what they wish for. It is possible that your best performing keywords will express the benefits, and not the features of your product / service. There’s an old saying: you don’t sell drill presses, you sell holes.

Sometimes features become so popular that in the mind of your customers they are the benefits. Probably people would rather search for “air conditioning” than “cool my room”.

Identifying the actual benefits of your product is important. This way you’ll cover a higher share of your target market, at low costs.

Misspellings

You’ll be surprised how many times people misspell search phrases/words (about 10% – that’s over 10 million/day!). The reason they do this doesn’t matter. They may be in a hurry or simply don’t know the correct spelling. Either way, they won’t repeat the search. Most of the times, they’ll be pleased with the first page of results the search engine generates.

Misspellings could represent a serious percent of your potential deals. If you don’t want to lose them, add to your keyword list at least the most common ones. You can use The Misspelled Keywords Software made by Rod Beckwith, or if you use Site Build It you have a built-in tool that helps.

Word Stemming and Variations

Google and its competitors try to make our search experience as relevant as possible. Among other advantages, when a user types a keyword in the search box, the search engine returns results that contain all the derivations of that word. If you search for “fish”, you’ll get results containing “fishing”, “fisherman” and so on.

Search engines also take into account plurals, derivatives and other variations of the word. Include all of those in your keyword list.

Synonyms & Acronyms

Synonyms and acronyms are also good traffic sources for your website. A synonym is another word to express the same notion. An acronym is formed by the initials of a multiword term. For example, we say “pay per click” but we also say PPC and both terms are correct. People search in a language of their own that can depend on the region they live in, their age, culture, education level, mood, inspiration or who knows what else.

We can’t think of another way to describe keywords research but as a permanent state of alert. Your inspiration may come even from the way you tend to search for products you know nothing, or very little about. But most of all, inspiration comes when you try to communicate to your customers. If you already have such a system (newsletter, blog, forum etc.) you can proceed to some steady research in this area.

If you are serious about keyword research, the best tool you can use (by far) is WordTracker.

Nouns, Brands, Product Names and Domains

Suppose you sell skates. And you want to advertise through AdWords. Have you ever thought of keywords like Nancy Kerrigan or Michelle Kwan? Not that these keywords would necessary be good performers. But they are certainly being searched and nobody ever thought to bet on them. But we bet you could think of a way to do that.

In a similar way you could think about betting on brands, product names and domains. There are product names that become the product itself like Xerox did, and if you produce copiers maybe it’s a good idea to include it as a keyword (but not as a single word keyword).

Many people use the Google search bar instead of using the address bar when they want to type a URL. Why does this happen? We can’t exactly tell. It could be they don’t remember the exact address, or they’re just speculating. In this case, a domain name is just a normal keyword, and you should consider including it as such.

Brainstorming for Related Topics

Related topics are always a way to reach your potential customers. A skater is not only looking for skates, but also for proper nutrition, supplements, training equipment, etc.

Word Spaces and Hyphenation

When it comes to these criteria, there may be more ways of typing the same keyphrase. You can say “coffee-machine” but also “coffee machine” and there are folks that just type “coffeemachine”. We know this process seems difficult and somehow boring but the more keywords you cover the more people you reach.

Source: Adwords Howto’s

Most Pay Per Click (PPC) ads draw amazingly low click through rate (the number of people that click on your ad divided by the number of people that see your ad). This affects sales in the form of less clicks to your site, and on search engines like Google Adwords, it can even drop your ranking like a stone. How can you improve your click-through rate (and subsequently improve your sales)?

Here are 3 major tips to improve your click-through rate and pre-sell your audience so that your web sales go through the roof.

1. Include the highest searched term (the most popular term) in your title and/or description.
For example, if you’re bidding on keywords about ‘cheap online marketing service’, try to include that term in both your title and your description. This will drastically increase your click-through rate (and thereby also increase sales). While this is a fairly well known fact, many PPC marketers don’t do it. But think about it from your searchers’ point of view. Normally, people feel uncomfortable with information overload. It causes discomfort to searchers and just end up shutting the page down. But when they see that your title and description matches their search term, they think, ‘This website has exactly what I’m looking for’, and they eagerly click on your ad.

2. Use emotionally charged words to write your description.
Selling is an emotional, creative process. People buy with their emotions and then justify it with reason. If you want to sell to them, you have to access their emotions (use your feelings to empathize with their desires). It is better to use emotionally charged words and phrases in your ad copy and people will be falling all over themselves to click on your ad to see what you have to offer. For example, instead of ‘sweet’ why not say ‘mouth-watering’ or ‘sumptuous.’ The options are endless and if you look at most PPC ads – you’ll easily see areas where you can tower over your competition and make your ad stand out.

3. Include a sense of urgency.
This is another feature that is completely ignored by most PPC marketers. With competition heating up every day, you need to give people a reason to click, a little push, a feeling that they’re going to miss out on something important if they don’t click on your ad right now. There are lots of ways you can do this. For example, when advertising something that’s on sale why not say, ‘sale ends soon’ or ‘only while supplies last’. People absolutely hate to lose out so when you add urgency to your ad, it helps increase click-through rate and put people in a rush to buy.

While these 3 tips will dramatically increase your click-through rate, here’s one last tip: make sure you deliver exactly what your ad promised when the user clicks through to your website. You’ve put them in the frame of mind to at least see what you offer and now it’s time to deliver. By giving them exactly what they expect to see, you’ll not only earn their trust and approval, you’ll also send your web sales through the roof!

As Google has appeared to be the top hit among users of search engines, this article will focus on techniques used in Google Adwords. Google rates its ads on the quality score that they achieve. This quality score is a ranking system devised by Google to rank all advertisers equally, even if one advertisers’ budget is much higher than another advertiser. However, you must provide quality content/products/services and an optimized Adwords account in order to get a higher quality score. Quality score takes into account many factors as following:

- Click Through Rate (CTR): This is equal to the number of clicks divided by the number of impressions.
- Max Cost Per Click (CPC): This is the maximum bid placed on any particular keyword.
- Ad Text: The relevancy of the ad text in relation to the keyword phrase typed into the search engine.
- Landing Page: The relevancy of the content on the landing page (where the ad points the user to) to the keyword used and the ad clicked on.

It is very important to maintain a high quality score to achieve the best Return on Investment (ROI). There are many factors that go into managing a Google Adwords Account that require careful consideration and adjustments to get the best results and ROI. These adjustments are as following:

- Keyword Selection: Find the correct keywords to target and those that give the best ROI.
- Keyword Matching: Make use of keyword matching options available including broad match, phrase match, exact match, and negative match. Employ embedded matching where necessary.
- Position Preference: Select the preferred preference of your ads to attract the visitors who are most likely to convert.
- Country / Region Targeting: Target your ads to specific country.
- Language Targeting: Target your ads to only people who speak a certain language.
- Start/End Dates: Specify start and end dates for your campaigns.
- Budget: Preset a specific amount to be spent daily on your entire account or across various campaigns.
- Ad Scheduling: Run your ads at certain times of the day, or certain days per week to maximize ROI.
- Google Networks: Choose to show your ads only on Google, Google’s Search Network and the Content Network.
- Keyword Bids: Manage bids on each individual keyword as well as setting the price for content bids on Google’s Content Network.
- Exclude sites: Exclude sites to show your ads on Google’s Content Network or chose those who wish to display your ads on.
- Campaign Creation: Create different campaigns to maximize your ROI.
- Ad Group Creation: Create unique ad groups for different products or services
- Conversion Tracking: Monitor conversions from a visiting to a paying customers or determine your own conversions such as a series of page views, signup to a newsletter, or a web site enquiry.
- Cross Channel Tracking: Track other online advertising campaigns through your Google Adwords Account, Yahoo Search Marketing, Banner Ads, e-mail campaigns, etc.
- Analytics Setup / Monitoring: Track your visitors with Google Analytics to view a huge range of information.
All this information is combined into a successful advertising campaign that will reduce the number of impressions, reduce your Cost Per Click (CPC), increase your Click Through Rate (CTR), increase your quality score, and increase your Return On Investment (ROI).

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With a slew of businesses available on the web, individuals, small companies, and global businesses put a lot of effort and budget in advertising.

Search engine optimization or SEO has been around for quite some time which promises to present your business to searchers who use search engines.

Enter the keyword and a list of search results will be presented. While it’s notable that search engine optimization are logical in almost every way, enterprisers and marketers saw potential in other areas.

While search engines are used by almost all online visitors for every imaginable and maybe even unimaginable purpose, search engines are just one of the preferred marketing tools.

From the word optimized, this could very well mean that the searcher, who looks into one keyword only, can give a ‘hit’ to at least 5 sites that shows up in the search results. That’s one searcher, just one beneficiary, while on the sellers side it could mean 1 multiplied by the number of people online – which could well mean about almost a billion.

Pay-per-click advertisements could well be one of those options. Here, advertisers will have to identify the keyword that when searched, it will prompt the search list to include his site. Advertisers also get to choose the amount they are willing to spend when their site is ‘hit’.

The “sponsored links” column on the side of Google’s search engine – right side of the screen – is an example of Pay-per-click ads.

When a searcher clicks on using Google search engine, Google will then search his server to pick-up which ‘sponsors’ are to be shown. Paid listings depend on the advertiser’s capacity to pay and the ‘quality score’ of all ads. This measurement, aptly basing on quality, is recorded by analyzing the click-through for the previous durations, the significant similarity of the advertiser’s ad and products to the keyword being searched, the advertiser’s profile, and other factors deemed important by Google at the time of drafting the contract.

On the business side, these quality scores of all advertisers will then be the gauge in determining the minimum amount Google will use to charge the advertiser’s chosen keywords.

It may not mean good business for Google if quality scores are falling beyond acceptable standards – or else, they will be surpassed by other stronger search engines.

Apart from quality scores, other important factors such as content and relevance of the subject, accessibility and profile of the business are to be considered in setting the standard/minimum of bids.

While search engines have become crucial to a business marketing success, it is critical that it should be supported by other reliable and efficient means such as pay per click ads – which indeed, pays off hugely.

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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.

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