MARKETING STRATEGY: MAKE “PAY-FOR-CLICK” A NON-STARTER

BUT could cost you dollars

Pay-per-click campaigns are ads  on the right of a Google search page, as well as a few along the top. They are also called “sponsored links.” If you give Google enough of a bid, it will rank your ad higher than your competition’s. Every time someone clicks on your ad, your credit card will be charged.

by Eric Keiles

 A lot of people get disappointed because their ads land them with a huge credit card bill, but  the clicks they buy seldom convert web traffic into leads.  A conversion is when a visitor to your website converts into someone to whom you can either market or sell. If you don’t have strategy behind your Google AdWords, you’re going to be disappointed.

Don’t have people click to your homepage, build a landing page—a  specific page on your website that is geared to conversions. For example: rather than saying, “We’re the best landscaping company in the world,” extend a free offer, perhaps a free report such as “9 Ways To Enhance The Beauty Of Your Home.” When someone clicks they land on a page that says, “Here’s the free report in exchange for your contact information.” When someone exchanges that report for his or her contact information, that’s a conversion. If the person is ready to talk to you today, they might fill out a secondary form that says, “Get Started Now!” Or if they’re just snooping around for information, that’s okay, their email address will automatically go into your database.

1.  Don’t start with pay-per-click right away.
   Only 30% of people trust pay-per-click ads, while 70% of people click on the natural (“organic”) listings because they trust that they’ll lead to the source they’re looking for.  Your first move should be to work on the natural listings. When someone clicks on your organic listing, they’ll be led to a conversion page—and you won’t have to pay Google.
2. When you’ve exhausted every possibility on the natural side, that’s the  time to consider a pay-per-click campaign.
   
   This post sponsored by Square2marketing.com