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10 Tips for Pay-per-Click Marketing
Turning Up (or Down) Your Enquiries & Sales

Many people depend upon and invest in Pay-per-Click campaigns. Pay-per-click ads are the Sponsored ads you see running alongside the main results of a search engine query. You also sometimes see these ads embedded within web pages.

If you want people to see your website more quickly and prominently than it currently does within the organic results, Pay-per-click can give you an instant high profile.

It can also give you an instant hole in your pocket if you are not careful. Here are a few tips for designing a pay-per-click campaign that will work for you and produce a good return on investment.

1. No Pearls Before Swine

Do not waste your money on the wrong traffic. Target your audience by carefully defining your unique selling points or products.

2. Small but Ripe

It is tempting to try to approach the big market of people who might want your services. Better to go for the smaller market of people who actively want what you offer.

3. If the Pond Fits

If you try to compete in a broader market than your specialism, you will get lost by being too small a fish in a big and expensive pond. You might get clicked to budget death by people who have no intention of buying your niche of the market.

4. Choose Your Long Tails

Go for long-tail key phrases. This means there is more description to your key phrases. For instance, if you sell green patent leather flip-flops, do not use a word like ‘shoes’ as your key phrase. Go, instead, for something like ‘Quirky shoes’, ‘fun shoes’, ‘ladies sandals’, ‘fun flip flops’, etc. Use loads of them. Then paying for a click will provide a better bet and, therefore, a more likely return on investment.

5. Research Key Phrases

Use Google’s keyword tool to research what terms people actually use to search your products or services with.

6. Timing is Everything

Use the time of day settings to match the times of day or night that your customers might be searching.

7. Can You Afford Freebies?

Make good use of the restrict key phrase function. For example, if you sell exclusive, expensive shoes, make sure you restrict search terms like 'free samples'. or you are paying to entertain people who are not looking to pay. You also want to avoid searches like ‘shoe care’, etc.

8. Which Grass is Greener?

Run several campaigns at once, using different sets of key phrases and compare their performance.

9. Soft Landings

Assign appropriate landing pages to reflect the key phrases in the campaign. If you advertise ‘wellies’, make sure they land on the wellies page, not the patent leather flipflops.

10. Keep Your Hawk's Eye Open

Watch what is happening, who is competing and make sure you are bidding competitively within your niche. You needn’t be top of the list. Position 2, 3 or 4 seem to perform very well and do not drive the key word bidding through the roof. The above common-sense guidelines are for information only based on our own experience and does not imply recommendations nor does it guarantee any results.