8 Ways to Win With Google Pay-Per-Click Advertising

by Charlie Cook
©2006 In Mind Communications, LLC, all rights reserved.

Google Ads and other pay-per-click advertising are a fast way to increase the number of visitors to your web site and ramp up sales…

if they work. Unfortunately, most web site owners and web site marketers end up pouring money into online advertising without seeing it translate into increased sales. Are you one of them?

During a recent phone conversation with my client Ray, I asked him what was and wasn't working with his web site marketing. His immediate response was, “My ads aren't working. I'm paying $500 every month for Google ads, and last month I only generated $100 in sales from them!”

Ray was paying five times more for advertising than he was making in sales from those ads. He was rightfully upset about the poor response he was getting. He went on to say that it probably wasn't worth spending money on pay-per-click advertising; it just didn't work.

Have you spent $500 or more on advertising and gotten as limited a response? Have you ever felt discouraged about the lack of results from your advertising campaign?

If so, you're not alone. Everyone who has advertised online has failed at least once. Doing it once is educational; running an ad that isn't working a second time is throwing good money after bad.

If your ads aren't working, rethink them and rewrite them and you'll start attracting more clients.

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Are you guessing at what to put in your Google ads, or do you know for certain what works to get the best response?

Wishing, hoping and guessing have no place in your web site marketing.

To make your Google Ads successful, you need to pay careful attention to keyword selection, the wording of your ad, the layout, and the wording of the landing page that your ad directs your prospects to.

Here are 8 ways to make money with your Google Ads.

1. Identify the keywords your prospects use to look for your product or services. Online keyword suggestion tools like Overture's are a big help.

inventory.overture.com/d/searchinventory/suggestion/

2. Write individual ads targeted to each keyword phrase.

3. Include the keywords that attract your prospects in the ad headline. If your prospects are looking for “mutual funds” include “mutual funds” in the headline.

For example –

- Cook’s Mutual Funds

- Invest In Mutual Funds

- Guide to Mutual Funds

- Mutual Fund Mistakes

- Which Mutual Funds to Buy

4. When you write the ads don’t just list your services. Explain the problem you solve.  Use the two description lines (35 characters each) to tell your prospects what they’ll get.

If you’re conducting a seminar, tell them when and where it will be held.

If you’re offering a service, tell them the benefits of your service. Include the keywords you’re targeting in the two description lines of your ad.

For example;

“Discover which funds provide

top performance in every market.”

or

“Find out which mutual funds are

are right for your investment goals.”

or

What better investment results?

Find out which mutual funds to use.        

5. Write 3 or 4 ads for each keyword, using the same title and different copy in the description lines. Run all of these at the same time to see which ones get the best response.

Want a better response to your online ads? Want to convert more visitors to first time buyers and loyal customers? You could keep looking for one more idea, or one more article that has the answer, but is that the way to get a comprehensive solution?

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6. Track your ads’ performances for at least a week. Compare ads to see which one your prospects respond to most frequently. Go to the reporting page to check the clickthrough rate of each ad.

Delete the ads with the lowest clickthrough rates and create new ones to see if you can improve on your top performing ads. With a little experimentation, you should be able to achieve a clickthrough rate of 1.5% to 3% with your best ads.

7. Track the return on investment of each of your ads. How much are you spending on each ad compared to the amount you’re making from each? If you’re not making more than you’re spending, you’ve got a problem.

If your conversion rates are low, you could be attracting the wrong type of prospects, people who aren’t interested in your product or services. You may have an ad that gets a great response but attracts people who don’t buy.

For example, I run Google ads targeted to keyword phrases that include phrases such as marketing ideas, marketing plans, marketing strategies, etc. All are related to the products and services I provide, but in fact, the one that gets the most clickthroughs isn’t the one that generates the most sales.

8. Make sure the design and content of the web page that visitors land on converts visitors into leads and sales. Your Google Ad campaign may be getting hundreds of clickthroughs to your site, but are you struggling to convert those site visitors to qualified leads and sales?

Do you wish you could increase your conversion rates, that is increase the number of visitors you convert into buyers?

Want to turn the money you invest in online advertising and web site marekting into profits?

I wrote ‘Creating Web Sites that Sell’ to show you exactly how to generate leads and sales. Discover how to organize your web site to not only attract more visitors, but to convert visitors into buyers.

Use this link to find out how to use your web site marketing to make more money >>