Dominate Your Pay Per Click Marketing By Knowing What Works
Every blogger or website owner knows the value of first page rankings for their content and I am sure you are as well. There are many ways to rank online but one of the fastest ways is to use pay per click marketing. However, there are some things to watch out for when using Pay Per Click (PPC), So I have for you today my pay per click marketing pros and cons that should get you on the right track for your marketing campaigns.
First, let me tell you my background so you have an idea where I am coming from. I have been working online in one form or another since 2004 and have tried many ways to make money online including PPC. As with most people who first start out with PPC I made some mistakes when I started and have learned a few nice tips mainly from experience and also by gathering information from others as well.
When I started my initial website back in 2004 I was all in to make it work and it did, I made money but I also spent money, to get ranked. The budget was thin since I was laid off from my current job at the time so I dove into the online world to make a living. I gained some good tidbits of knowledge along the journey, some by making mistakes and some by researching and learning. I have a wide variety of experiences to fall back on to help you out.
You are not alone by having many questions when starting out online and to have someone share some hands-on tips based on experience can be very valuable if you choose to learn from it. I also will share with you some success tips that have helped me out.
How about we get started with the Pros.
PPC has many positive aspects as a means of marketing your product or brand. To get the exposure we are looking for you need to be on page 1 of search results.
- First Page Rankings Can Be A Reality– What I mean is you can take a competitive keyword phrase you are targeting and get ranked page 1 by using pay per click. This will also be in the cons section, I will explain why when we get there. First page rankings get you the exposure you need to make money, especially for a new website that is less than 6 months old.
- Website Traffic Goes Up– Normally when you are getting people to click on one of your PPC ads, they go to the article you have the ad linked to. If you are linked to your site then you stand a chance of the reader looking around a bit while they are on your site. That’s a bonus.
- Relevance Converts- Being relevant to the search term with your article will pay off much better than tricks or deception for your ads. If someone is searching for a specific term, you want your content to match that term, I will cover this more in the success tips.
- You Can Make Money- Relax slick Before you go hog wild with PPC to make money online, know this. Yes, it works and you can get sales right away if you do it properly. The kicker is, you need to really pay attention to some steps to follow to make it profitable enough for your business
With all the good things about PPC, there is also much to be learned and you need to know that it is not all Butterflies and Unicorns with PPC, there are some cons
Page 1 of search results obviously gets the most traffic and each slot of 10 on the page gets noticeably less traffic for each position, for example, page 1 slot 1 gets the majority of the hits while slot 2 get substantially less and slot 3 even less. So you can see how ranking well can really help you succeed.
- First Page Rankings Can Be Expensive-I told you this was also a con, so here it is. Many keywords you target for PPC can get you on page 1 fairly easily and at a reasonable price. Once you ramp up the competition and the popularity of a search phrase or keyword you can be battling with many other websites trying to be on page1. You could be paying quite a bit per click, which adds up quickly with first-page traffic especially with very high volume keywords
- You Can Spend Money For Nothing– You can have a great article loaded with high-quality content and get little to no results from your PPC campaigns if you do not get specific enough with your keywords. To Broad of a term can get you clicks that are not really relevant to your audience. Which means you can get clicks but very little conversions
- It Is Easy To Lose Control Of Your Budget- I had it happen to me a few times, I found a great high traffic keyword and launched my ad with an affordable price bid and before I knew it I was spending quite a bit for the high traffic I was getting- So yes you can get clicks and website visits, but if you are not careful you can launch your budget into orbit. With new website or blog, you may not be generating the revenue to offset the cost so it can be a downer for your business.
Based on some firsthand experiences I have had I will share with you some of my tips for success with your PPC campaigns. Let me clarify a few things first.
First, You may hear folks online saying you need a broad reach to get as much traffic to your site as possible when you are starting out. True enough, but it comes with a catch. Most of that traffic won’t stick around long, like seconds, Once they realize your content is not what they are looking for.
The amount of time someone spends on your page counts as a ranking factor with search engines. They want to know you have quality content for your readers and will rank you better if you average a longer time for visits to your site.
So just like in the Pros section above “Relevance Converts“. For example, if you are looking online for “gardening tools” and you see results that say “home improvement ideas” are you going to click that? most likely not and if you do it is probably not going to show you many gardening tools. So that ad is not relevant to what you are looking for.
One tip is to get familiar with how the service you choose functions. I use Bing Ads, Google Adwords, and Google Adwords Express, there are others but these are the most popular. Set up a free account on each service and experiment with a very small bid amount like no more than .30 a click or less and see how that works and how the billing works.
For example, Adwords is normally set up on a running account total so you pay for what you have spent “after” you advertise. and if you have automatic payments set up your account is paid in full every 30 days. That can get expensive quick.
Example: I had a post on my site I linked to in one of my ads on Adwords express, and it pretty much went viral and I had so many clicks the money added up extremely fast. I spent nearly $1000 in a very short period of time with just One ad.
This is how quickly it can get out of control.
With Bing Ads, you have an option to Pay “before” you advertise, so you can only spend what you have in your account. Much easier to control in my opinion.
Another tip is to do good keyword research first and limit the keywords you target. That helps with the relevance aspect and also allows you to use “exact” or “phrase” matches instead of “broad” match for your words. This may sound a bit counter-intuitive but it really does work by doing good research first and limiting the keywords. I cover this in much more detail in my article How to use pay per click marketing with success. You can use it as a guide if you like
Use your own keywords from your research instead of the suggested ones from Bing and Google, they will make recommendations which may include some good options but at the same time they are in business to make money from PPC and offering you tons of keywords tends to strain your relevance factor a bit. So be selective at best when using recommended suggestions.
Today we covered some pay per click pros and cons. Hopefully, you have an understanding of what will help and what won’t for your marketing efforts. A good working knowledge of PPC and how it can both help and hurt your business will be very important as you progress and grow your business.
The best way to have long-term sustained success is to learn how to get FREE traffic by using solid SEO and keyword research and adding quality content to your site. That is the long-term success formula that works. You can outperform PPC posts with solid SEO as your site matures.
How about you, what is your experience with PPC, have questions or want additional information? Please Comment below and Let’s get to know each other and helps others by sharing experiences