Pay per click advertising is one of the quickest and easiest ways to drive qualified visitors to your Website. It is also one of the best research tools available for testing new products, promotions and offers as it provides instant feedback and can be used for multivariate and split testing. The knowledge gained from paid search analytics is priceless and can be utilized across all marketing initiatives.
It is essential to perform some preliminary research and analysis to develop and implement an effective and efficient paid search strategy. Knowing what words and phrases your potential customers use to search the Web for your products and services is the most important component of any well-executed pay per click advertising campaign.
I have developed a keyword analysis system that simply takes the “guess work” out of which keywords you should be targeting. This keyword analysis and selection process is designed to identify targeted, relevant keywords to ensure that the most qualified visitors will find the specific pages within your Website that contain the sublect matter they are looking for and produce the actionable results you seek.
The search term data obtained in the keyword analysis will provide a complete overview on how Internet users search for these specific products and services across all major search engines. These keywords are used as a baseline to determine a conservative starting point to begin the paid search campaign. At that point, it is easy to determine what the precise goals and objectives are for the campaign and make sure that everyone fully understands the success metrics.
From there, a successful pay per click campaign requires factoring in all of the pre-click variables such as keyword selection, the development of ad titles and descriptions, landing page mapping and campaign tracking implementation. With paid search, it is important to establish a baseline or benchmark to gauge future success. The first 4-6 weeks is a good time frame to use as the benchmark period for the campaign moving forward.
Through the use of weekly and monthly reporting, it is important to analyze the data and determine the strengths and weaknesses of the pay per click campaign in order to take advantage of any opportunities and eliminate any threats to your positioning.
The paid search engines I primarily focus on are Google and Yahoo/Bing (MSN). The Google Network reaches more than 80% of Internet users, and now that Microsoft and Yahoo! have joined forces, adding them to any paid search campaign practically ensures complete Internet exposure for your ads.
GET A COPY OF MY FREE ARTICLE “LONG TAIL KEYWORD ANALYSIS EXPLAINED”
I have written an article titled “Long Tail Keyword Analysis Explained″ which will give you an idea of how to begin a keyword analysis to determine the right keywords for your paid search campaign. If you would like to receive this article, have any questions for me, or would like to learn more about how I can help you, please fill out the short form below. You will receive the article immediately and I will respond to any questions you have about pay per click advertising campaigns before the end of the following business day.
