Posts Tagged ‘PPC’

Get Ready For the Bounce Back After Catastrophic December Retail Figures

Thursday, January 27th, 2011

2011 Profit GrowthStatistics recently announced across the national press have shown just how disastrous both the coldest December in 100 years and the lingering atmosphere of the economic downturn has been for the UK retail sector.

In a depressing report the Office for National Statistics explains how retail sales volumes have overall dropped by 0.8% from November and how the regular December spike in spending basically didn’t happen this year. What’s more, there doesn’t seem to have been a rush by consumers to try and beat the VAT rise which many retailers had hoped would have filled a significant shortfall.

All sectors have been affected too including fuel, clothing, household goods and food so no matter what business you are in; the chances are you have not had a happy December. However, what traditionally happens after a big fall, is a big (or at least a significant) rise in sales, just because people tend to need stuff and will feel more inclined to spend their money when conditions change and retailers lower their prices to entice them back.

So what can you do to make the most of this situation?

Assuming you have a website already (if you don’t, stop reading now and go get one) there are a number of things you can do which will help you capture disaffected customers looking to spend without spending too much. Ensuring that your website has secure payment gateways provided by a respected payment service provider is also critical.

Improve PPC Budget

Pay per click (PPC) is a great way to target highly motivated customers in a place where you can appeal to their desires directly. Basically, paying for a link to appear at the top of search engine results pages for keyphrases which people will be typing in if they want your product cheaply will give you a greater chance of pulling in traffic than by many other means. By increasing your budget in this area you can make sure you are at the top. All you need to do is write an advert that appeals to tired consumers looking to start spending again and keep tweaking it until you get results.

Social Media

Social media is the modern day word-of-mouth, and word-of-mouth is an important way of getting your products out to the right people. By developing a social media marketing portfolio, including Twitter, Facebook etc, and by offering incentives, you can open up a large network of potential customers in a short space of time. Timing your incentive offers just right will help you to ride the wave of consumers flocking back to their traditional spending levels.

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Advertise Your Way to More Sales

Friday, March 19th, 2010

In previous blog posts we have looked at how you can analyse site traffic tools such as Google Analytics to better tune your site for better conversions. Once you are confident on your sites ability to convert visitors into customers then you may start wondering how best to drive not only traffic to your site, but traffic that you actually want on your site. After all, 1000 potential customers is better than 1000000 casual visitors with no chance to convert.

One technique to drive quality traffic to your site it to use online advertising, one popular way is to use ‘pay per click’ advertising. This can be a very cost effective way of attracting the right sort of people to your site. As is suggested in the name, the advertiser will only pay when the user clicks on the advert.

The actual running of a pay per click campaign through AdWords can be quite an involved job, those people looking to spend some time setting up their advertising will find that they won’t get the best from what Google’s AdWords system has to offer.

If you have had an SEO campaign previously then you may have a slight head-start when it comes to setting up an AdWords account, try using the keyphrases researched for that SEO campaign to see how they will perform in AdWords. You are looking for keyphrases targeted to your industry that are also used frequently in searches.

Now comes the time to write your actual advert text, or copy. This will be the first way you interact with your potential customer so you need to have copy that is eye-catching. This could be by displaying savings available on your site, by clever word-play or any other technique you can think of to make your ad stand out.

You will now have the beginning of an AdWords Campaign, much of the work is still ahead though, there are many facets to creating an effective online advertising campaign. Many businesses find that hiring another company to maintain the account works out as the most profitable way to organise pay-per-click advertising.

If this advertising is done well then a stream of quality traffic can be effectively directed to your site. If you look at the AdWords page on Wikipedia you can see that Google AdWords reported revenues in 2008 were $21 billion, there are a lot of businesses using this form of online advertising!

With years of experience in money transfer services and utilising extensive online credit card processing methods Martin Able has considerable expertise in managing payment services for online businesses.

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How PPC Can Increase Your Online Revenue

Thursday, November 26th, 2009

mouse click Pay-per-click (which is often referred to simply as PPC) is a method of online advertising whereby the advertiser pays a certain amount of money each time someone clicks on one of their adverts and is taken to their website.  A small number of sites will sell advertising space on this basis but the most common way to run a pay-per-click campaign is through a dedicated service which will supply adverts to a huge number of website owners (who in turn receive payment for each click that is generated on their website).

The most prominent PPC advertising services are those run by the major search engine providers, Google, Microsoft and Yahoo, who run the PPC programs AdWords, adCenter and Search Marketing respectively.  There are two key ways that these three companies run their PPC advertising; through search engines and through websites that have opted to display their adverts for a cut of the profits.

Google, Yahoo and Microsoft all place adverts in a column on the right hand side of their search results pages (and occasionally in a box located above the standard organic listings).  In order to have adverts placed in these positions advertisers need to bid on keyphrases.  A keyphrase is a term that, when typed into a search engine, you want your advert to appear on the search results pages for.  The cost-per-click (CPC) will vary depending on how many people are vying for advertising space on the results for that particular keyphrase, but typically the cost will be lowered the more appropriate the PPC provider deems your website to be.  Google AdWords, for example, will give each advert a quality score based on well related the keyphrase, the advert, and the landing page are to one another.  By doing this advertisers are encouraged to create the most relevant adverts possible and in turn Google can provide its searchers with adverts that are as appropriate to the keyphrase they entered as possible.

In addition to PPC adverts that are placed on search engine results pages website owners can also choose to add advertising space to their website and have the adverts displayed by a PPC provider.  This can bring the website owner an additional source of revenue from their website and gives advertisers the opportunity to display their adverts to a specifically targeted audience.

Nowadays PPC adverts are often found on blogs as it allows bloggers to make a small amount of profit from an area they were previously unable to.  This is also of benefit to the advertisers as they are able to hunt out niche blogs that are very closely related to their industry and then choose to display their PPC adverts on these specific websites.

Pay-per-click advertising can be an excellent way to give your website a quick boost; they appear instantly and you can decide exactly when you want them to run and what your daily budget is.  The downside however is that a lot of popular terms can generate a high number of clicks in a relatively short space of time.  This means that you would either have to run your advert in very short bursts, or you have to commit to a very large budget.  Providing you carefully select keyphrases (or websites to display the adverts on) and ensure your landing page is well optimised you will be able to convert these adverts to profit and scale the PPC campaign up accordingly.

Remember to check back regularly to read my upcoming posts where I’ll discuss techniques for investigating keyphrases, as well as how to optimise your PPC adverts and landing pages.

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