5 Crucial Pay per Click Skills

5 Crucial Pay per Click Tips

Pay-Per-Click (PPC) advertising is a good supplement to natural search engine optimization, IF you keep a few tactics straight. This topic has received a vast array of articles and blogs in recent times but I thought it would be useful to get to the core issues.

1. Choose the right search terms. If you go after the broad phrases and terms, you'll pay top dollar. Strive for more descriptive and specific search terms that reflect your products or services.

2. Map out a strategy. Don't go after every possible keyword or phrase. Target your online ads around business priorities--such as seasonal purchases, your most profitable products and services, etc.

3. Use bid management software. Software can regulate your bids and turn off keywords. You might be interested in clicks during business hours; you might not want to pay for those clicks at 1 a.m. (There's less of a chance that it's a business prospect at that time of night).

4. Write effective ads. Google, Yahoo! Searching Marketing and other services have limits on characters per line. With Google, it's tough not to push the limits because space is so narrow. With Yahoo! Searching Marketing, focus on getting your message across without consuming every character. Long ads may discourage people from reading them.

5. Test. Test. Test. Try different keywords, ad copy, landing pages and calls to action. Put your budget - whatever size it is - to the best use after effective evaluation. The Search Engine Marketing Industry is estimated to reach £25 billion by 2012. The vast majority of SEM investment in the coming years will involve pay-per-click.

We applaud the SEM vendors and companies who can prepare a coherent plan that produces outstanding conversions. But for all the clicks and conversions via pay-per-click, many SEM players will miss the lead generation that natural SEO offers through greater Internet acceptance and traffic.

The fact is, people are far more likely to click on a natural listing. Studies show that about 60%-70% of the links people click on are organic, not the PPC variety. Again, be careful how you spend your online advertising dollars. Make them work for you!

Attract New Customers

Winning sales from people who would not otherwise know about your business, let alone visit your premises, will make a considerable difference to your firm. Here are some simple things you can do to get more footfall:

1. Point people in the right direction. If your premises are a little off the beaten track, make sure you're well signposted. Put up signs to point potential customers in your direction from busier places locally (but keep it legal). Let people know your business is nearby. Tell them how they can benefit by visiting you.
2. Take direct action. Give away flyers on a busy street, perhaps flagging up an incentive, such a special introductory offer. Be as vocal and animated as you can and try to attract attention - perhaps with a colourful sign. If this really isn't your thing, think about paying someone else to do it.
3. Do a leaflet drop. Post leaflets through the letterboxes of potential customers nearby. Make your leaflets attractive and eye-catching, but be clear and concise when highlighting the benefits you offer. Make sure you let people know how they can get in touch or visit your premises. Consider whether placing an advert in a local publication might attract new business, too.
4. Create partnerships with other businesses. Make referrals and recommendations in return for those you receive from others. Plug website links on each other's websites. Provided you are not in direct competition, consider chipping in with other businesses to fund bigger and better promotion drives.
5. Undergo a makeover. If your business looks attractive, more customers are likely to come through your door. Dirty, tatty, old-fashioned or inaccessible premises put people off. Funds permitting, you could get some new signage produced. A simple lick of paint or some new floor-covering can transform things. If money is tight, then at least make sure your premises are clean, tidy and welcoming.
6. Relaunch your business. If you decide to give your premises a makeover, be sure to stage a relaunch event, complete with special offers. Do a leaflet drop, find a good angle so you can try to get coverage in the local press and invite as many potential customers as you can.
7. Use the exterior of your premises to its full potential. A shop window is the best space to market your products to passing customers, so make sure you use it to push your most appealing offers. Don't try to cram too many things into the space; pick a limited amount of the items that are most likely to appeal to the greatest number of passers-by.
8. Advertise your best deals outside your premises. Attention-grabbing slogans or images on a pavement board can be a highly effective way of getting more punters through the door.
9. Reward loyalty. Loyalty-card schemes aim to encourage brand loyalty and repeat business. Simple and reasonably cheap to introduce, a loyalty card is stamped each time a customer makes a purchase. When they have enough stamps they get a free or discounted item.
10. Give out a free one. Give passers-by free access to your products. Let them taste, feel, smell or otherwise sample what you are selling. This could be anything from placing a samples board outside a shop to hosting a free open evening.