WARNING - Don’t Be a Pay Per Click Victim!
Excuse my title but the only thing worse than not including Pay Per Click as part of your marketing arsenal is doing it all wrong. Setting up a campaign by yourself without research, paying big bucks for a so-called professional or blindly letting Google do it for you is throwing money away.
The vast majority of campaigns I see are really missing the point.
This is not intended to be an all-inclusive article about Pay Per Click. My goal is to make people think before blindly jumping into PPC without understanding a few tactics and doing some research. I will tell you a couple of things to consider and a few resources check out.
Keywords
In my examples here we will be working with and exclusive aircraft charter company. Three months ago I was contacted by a company that was spending $10,000 per month on Google PPC. The charter business has really been spanked by the economy lately. This client was like most. They wanted to reduce cost while improving performance. They actually wanted me to do SEO work for them but I was flabbergasted by their PPC campaign.
To do a little research I went to adwords.google.com/select/KeywordToolExternal. This is Google’s free keyword research tool. I always start my research here because this is the up-to-date information on what words viewers are using to search your given product or service. Google does its best to help you here however they may unintentionally mislead you elsewhere. I will explain later.
The owner was convinced that “private jets” was his most important keyword/phrase because of the number of searches. Now, here is one of my strategies. I always suggest using and action rather an object. By this I mean “private jet” is an object and “charter private jet” is an action. The person searching an action phrase is more likely to take action. He’s a more likely buyer.
Think negative.
My client was really stuck on his “private jets” keyword so I had him do the following searches: “private jet crash”, “private jet pictures” and “private jet jobs”. Well, the light came on when he saw his company #1 for crashes, #3 for people looking to steel his pictures and he also found why every out of work pilot was calling him for jobs. And remember, he was paying for these people to find him.
Negative words are words added to the campaign’s list that will block your ad from showing in search results. Simply adding a minus sign in front of a word will make it a negative word. I added the following to correct the issue above; -crash, -crashes, -pictures, -graphics, -jobs, - employment (This saves big money on your PPC campaign). Be creative and work as hard on your negative words as you do on your keywords.
Misleading Google advice
Here is a tactic Google will use to try to get your client to do business with them or to get you to pay additional money for their service. Let’s say your keyword had 1.2 million impressions (views) and you received 850 clicks. Google will tell your client they are loosing big time because 1,999,200 people didn’t click on their listing. While that is true, it is very misleading. It is like telling Bank of America that 1.2 million cars are driving by their billboard on the freeway and most are not calling to open an account. High impressions help build name recognition. You also don’t want every viewer to click on the ad you are paying for. You only want the likely buyers.
I hope this gives you a few things to think about before jumping in. However I strongly suggest you do jump. It is much smarter to do some promotion than to just sit back and hope some business comes your way.
If you would like some assistance building you business, please feel free to contact www.tech-line.com.
Here is my resource website. http://www.InternetBizResults.com Please feel free to view my sites and contact me if I can be of assistance in your SEO or marketing needs.
Your Website: Results are Compliments You Don’t Hear
This morning was my granddaughter’s birthday. She came running up to me, all dressed up, and obviously excited about something. She began tugging upward on her sleeve, exposing her armpit. She said, “Look, papa!” I had no idea what she was trying to show me. She proudly showed me her other armpit. I was still dumbfounded, but thankfully, her mom and grandmother explained that she was showing off wearing deodorant.
Everyone commented what a big girl she was. She walked off brimming with pride.
I thought to myself, I wear deodorant every day and never get special attention. I thought about why, as children, we get so much attention for the smallest of details. As adults, recognition for the smallest achievements seems to go away. Or does it?
Let’s take your website design
You’ve just finished your site design and published it to your hosting company. It’s drop-dead gorgeous. You know this because you designed it or oversaw the development. The entire site is designed using Flash and the show itself is breathtaking. It moves, shakes, has a lot of cool features and has great audio, too. Everyone you give your domain address to say it’s beautiful.
Those are the compliments you hear, but what’s deafening is that no visitors are finding your site; Flash is pretty much invisible to search engines, especially content—the most important thing. Although your site is ‘pretty,’ visitors who stumble across it leave without buying or contacting you.
It’s amazing how many sites are designed to look good but fail miserably to monetize. Techie nerds—design masters—rarely have strong business sense. We all need computer technology engineers, but sometimes it’s best to consult with a website marketing expert before, during and after site development.
Five important, often neglected site development tips
The very first thing is choosing the domain name. Website names, like marylewisrealty.net, are generally a tough task to place in the search engines. Why? Because people aren’t likely to search the words Mary Lewis when they’re looking for residential property to purchase or to sell. However, people are likely to search, say, ”Los Angeles homes for sale.” Your domain name should answer viewers’ questions and describe your products or services.
Content is king! Most sites fail to offer good content. We live in a what’s in it for me world. You have to offer something that’s worthwhile in the visitor’s eyes; you only have seconds to capture their attention. Content must be up-to-date and proofread, a common mistake website managers miss.
Make sure that all links are working. Dead links will chase away viewers forever: search engines will penalize your site.
I once had a client come into my office who thought being able to clip a floppy disk on to someone’s shirt pocket was his ticket to wealth. Mine was the electric fork to go with the electric knife found in so many households. I suggested that he should first try to sell his clip-floppy disk idea to 10 people. He said that he was having trouble selling it locally. He soon realized that spending money on a product that no one wanted was a waste of money and time. Do research and find out if there’s a demand for your offering.
Don’t get too high-tech crazy. Don’t overuse graphics and animation on your site. Keep it clean; help each visitor stay focused on the desired outcome, a sale or contact. Think twice about sound, too. Some people surf the Web while at work and will close your site at the speed of light when it’s revealed to everyone that they’re goofing off.
Lead the viewer through the process, and don’t forget a call to action. Ask for the sale!
Search engine and site optimization is critical, which isn’t a one-time occurrence. Many site owners pay SEOs (search engine optimizers) to get them placed on the top 10 pages of Google, Yahoo, MSN, etc. The SEOs will achieve this task but usually with keywords or phrases that really does nothing for the site. Smart search engine optimization (SEO) is a science; it requires good content, creative thinking and making all the right moves. There are so many little mistakes in site design that will penalize your site’s ranking. Most site owners, designers and hosting companies are unaware of land mines.
I always suggest getting a SEO expert involved in your site development from the beginning of the project, which includes hiring good, professional writers and editors. When your website produces great results, it’s the best compliment your visitors can give you.
By the way, I put on deodorant today and I did feel pretty good about myself.
To contact Dave Lucht, visit www.Tech-Line.com.
Use Video to Dominate The Search Engines
Here are a couple video samples. If you want to dominate the search engines quickly and for a long term, call me. go to http://www.tech-line.com
Charter Private Jets
Sacramento Lobster
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SEO has evolved a great deal over the years but some of the fundamentals haven’t changed much at all. Internal linking through your menus and hyperlinked keywords is important for helping both your website visitors and search engines determine which pages are important and related. External links, those from outside of your domain are still extremely important in measuring the popularity of a website. The effectiveness of these links is based on the context provided by the external links, their source and anchor text. An example of this: Search “Click Here” on Google, the top site found is Adobe. Adobe doesn’t optimize for those words but thousands of sites use those words to link to Adobe. On page optimization like keyword density may not have the same weight it once did, but it is still one of the primary methods that the search engines use to determine exactly what the web page is about.
The fact is that on-page optimization is starting to mean a whole lot more than just keyword density and putting the right words in headings or bold. What is important about on-page optimization is providing content that visitors want to share with their friends - either with social bookmarking, emails, RSS feeds, links from their blogs, or just word-of-mouth.
It is theoretically possible to use off-page SEO factors to get traffic to a website with poor or flimsy content. Without informative and entertaining content the site is unlikely to succeed, Sites with good content have a natural advantage that often leads to much quicker success that lasts longer with much less upkeep or promotion. Well designed sites with quality fresh content that engages the viewer tend to get back-links from across the web.
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