It is critical, when managing a pay per click advertising campaign, that your ad be composed with great attention to the correct keywords. This is true of ad campaigns such as Google AdWords. Selecting the appropriate keywords is obviously of great importance, and something that many advertisers have spent much time perfecting. In order to ensure that the most advantageous keywords are chosen, marketers investigate keyword histories online, and conduct market research.
Keywords, unfortunately, are not the only deciding factor in the success or failure of a pay per click advertising campaign. The simple fact of the matter is that internet browsers do not have the patience that consumers who are seeing their ads on television or hearing them on the radio have (and that isn’t saying much). Each time that a search is entered into a search engine pages of results appear. Realistically speaking, which of these pages are going to be viewed before the surfer turns their attention elsewhere? The first five, maybe the first ten if they are determined.
This means that there are going to be other advertisers using each keyword. How does the search engine determine whose ads will be displayed first? Each time that an AdWords ad is selected the advertiser is charged a fee. This fee is generally small, less than a dollar, but will cause costs to rise quickly. Therefore, the advertiser using a keyword that is willing to pay more per click than the other advertisers using that same keyword is going to have their ad placed at the top of the list. It’s good business on the part of the search engine; they get their money whether the marketer makes a sale or not, and an advertisement which pays them fifty cents each time it is selected is going to bring them greater profits than one which pays twenty five. They want the higher paying ads to be selected more and therefore will place them in an area which is more visible.
There is a learning curve when it comes to striking the right balance of bids and keywords. While you are learning this lesson, you will have financial ups and downs. Do not expect a purchase with each click of your ad. The percentage of actual sales is, as a rule, less than ten percent of the people who choose your ad. Anticipating that that will be your sales percentage is an appropriate expectation. With this number in mind, compare that to the price of your product. When you look at this as a portion of your advertising budget, you can then decide what you are able to bid for the keyword.
Anthony Flores of www.attorneymarketingnow.com is an authority in Lawyer Marketing and SEO Los Angeles. Contact us with proven PPC and SEO results for attorney’s all across the country.
If you would like to make a comment, please fill out the form below.
Recent Comments