John Hasson

I am going to finish this series if it kills me

Ok.. PPC Traffic. I like PPC (Pay Per Click) traffic because it is easy to measure and quantify results.

You can find an old list I made of PPC Engines that work.
You can also find a list of bottom feeder PPC sources to avoid.

Here is an excellent primer on AdCenter (MSN’s PPC). I didn’t write this but it is so well done I totally recommend it.

For a successful PPC campaign you will need:

1. Quality landing pages that relate to the ad text (and convert)
2. Short and Long Tail Keywords
   A Short Tail Keyword is: flowers
   A Long Tail Keyword is: buy red flowers for my girlfriend in vegas

   The short keyword is going to be expensive to bid on because everyone is bidding on it (thus driving the price up)
   The long keyword is going to be very cheap because no one will be bidding on it AND it will convert well because someone typing in a phrase like that is ready to buy.
   (buy KEYWORD is better then KEYWORD)

3. Ad Text That matches your landing page.
   Dont use something totally generic.

   Not So Good:
   Flowers
   Buy Flowers Here

   Better:
   Looking For Red Roses?
   Special Deal On Two Dozen Red
   Roses With Free Delivery $24.99

   The better ad tells the user exactly what to expect before they even click on the ad. You are pre-selling them. If they click they are more likely to actually buy the flowers since they already know what to expect. Just make sure the landing page has a picture of some beautiful flowers and a clear cause to action (button to click to buy the flowers) (see #1 in this list)

4. Tracking!
   This is the most important and most glossed over aspect of PPC. And this is why PPC can be so powerful. You need to track the combination of landing page, keyword, source, and so on of each user coming in via PPC. Then track what they buy (or if they fill out a lead form). Use this to determining how much profit (or loss) you make from each click for each keyword. If you are losing money on a keyword butt getting conversion lower your price per click for that keyword. If you are making a TON of money and your position is low you can try raising your position by raising your click cost. But be careful and remember what it was. If you have found a sweet spot you want to know what it was so you can go back it raising your position results in more clicks but fewer conversions.

This ought to be enough to make you dangerous in PPC. Reading all about online marketing is great but you do actually need to get out and do something.

Tags: Online Moola //