Search Engine Consultancy
Position Lab offer a choice of detailed consultancy or in-house training to help get you started, to the point where you can comfortably continue for yourselves.
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Pay Per Click
One of the best ways to attract new custom is through Pay-Per-Click search engine marketing, however many people see PPC as a miracle solution for generating leads. So it is perhaps unsurprising that these people initially throw as much money and time as possible at PPC and see what sticks further down the line. To that end we’ve created a guide designed to highlight common errors made by those new to PPC marketing and to make suggestions that ensure you get as much bang for your buck as possible.
Keyword research
This is where most PPC campaigns start, however finding the keywords that describe the service you offer is just a part of it, you need to be sure that not only are your keywords relevant but that they are being actively searched upon on a regular basis. There are some fairly sophisticated keyword research tools out there that are relatively expensive however a good (and more importantly free) tool is Yahoo's keyword suggestion tool that paints in broad strokes how popular some of your terms may be and also gives you an idea of search volumes for similar terms you may not have considered.
Destination URLs
Remember creating enticing and relevant advert copy is only the first step in the search tail. It’s vitally important that searchers who click on your ads land on a page that not only reinforces what was already summarised in the ad copy but also gives them the opportunity to take their inquiry further; whether that’s the ability to leave feedback, request more info or make a purchase. But its not just your human audience you’re catering to, major sponsored search networks such as Google offer a quality score on landing pages, with lowered cost per clicks and higher rankings going to sites that are designed to be as user friendly as possible while containing all the content promised in your ads.
Differences between content and search networks - One common mistake upon launching a new campaign is to not be aware of the differences between the sponsored search and content network. Fundamentally sponsored search ads should be planned to target the web user who is searching for the service you're providing, you should deal with specifics; keywords and content that pull in the exact user you want and bypasses the spurious clicker. Content network adverts on the other hand need to be placed on websites that offer related services and should work as more of a summary and introduction, this method unfortunately will result in more spurious clicks but should also entice people who would otherwise be unaware of the services offered. A simple way to highlight the differences is by observing that sponsored search is like fishing for customers using a rod with bait designed to attract a specific type of searcher whereas the content network is more like casting a net over a greater array of web users, less precise but more likely to catch someone who was unaware of the services you offer.
Seasonal copy
So many people start their initial campaigns off with enthusiasm and then leave them to stagnate throughout the year without giving a second thought to search trends and so missing out on a large volume of search Enquiries. For example if you were a toy retailer you may bid for a variety of keywords along the lines of; 'toy shops' and 'toys for sale'. However you would expect Christmas to be your busiest time of year and by not creating adverts and using keywords that reference this in the latter part of the year you’re potentially missing qualified traffic in your most prosperous time of the year.
Niche keywords
Most of us operate in a competitive field with competition to attract customers rife. However successful PPC campaigns do not necessarily have to take the form of a bidding war for the top three places. It is often the case that more specific niche phrases that describe perfectly the services you offer are being overlooked by your competitors. Such niche phrases almost always offer a low cost per click, a great ROI and are almost certainly out there somewhere, so go find them!
A / B Ad testing
Some of the major PPC operators offer you the chance to create more than one advert to go with your selected keywords, this gives you the chance to see which adverts get the most response from searchers in terms of clicks. Try to remember that you are testing your adverts so mix up your ad copy, for example one advert could refer to an exact product you offer in the tagline whereas the other could focus more on establishing your company name or brand.
Conversion tracking
So you’ve set up your campaign, found your keywords, approved your ad copy and chosen a network on which to place your ads. Almost immediately the clicks start and you start paying for them. You may think that because your ads are in a premium position and have a relatively high volume of clicks that the campaign is working effectively, unfortunately this isn’t always the case. Without measuring how many of these clicks are effectively turning into conversions; that is leaving their details or making a purchase, then you really have no clear indication of how effective your campaign really is. Conversion tracking is a complete essential, for example if a large portion of people are clicking your ads but not signing up then you know you have an issue with either your ad copy making promises not sustained by your website, by not offering clear navigation on your landing page despite the service being offered or more a greater issue of the service you’re offering not being desirable despite initial interest garnered by the ads.
Conclusion
PPC marketing is always going to contain trial and error, you need to find what works for you because not every marketer has the same needs. You should however find that the above steps work for you by offering sensible advice, which many people do not consider upon first stepping in to the world of PPC search marketing. By taking heed of some of the guidelines mentioned above you should hopefully see less error in your initial trials!