PPC Strategy

By Sean Ray

A PPC campaign is not like an advert stuck on a shop door. Everybody that opens that door is not costing you money, unlike PPC where you pay for every visitor. Let’s look at it another way. Stock up on Reebock Figjam. All sorts of sizes and the colors they are available in. Even make a deal with the supplier that he delivesr to you immediately you place a phone order with him, or that you can stock on sale or return.

Now, advertise only Reebock Figjam. Now, are you starting to see the difference? Every single person who clicks on your advert for Reebock Figjam tennis shoes are interested in exactly what you have in stock. You will make sale after sale since you can supply in all sizes and all colors. That’s intelligently matching supply with demand, and every cent you spend on advertising is on someone who wants your product.

There are many systems in current use to maximize your return when using PPC advertising such as Google Adwords or Yahoo Search Marketing. Read about some of them and you will notice that most, if not all, advocate testing, testing, testing. Keep testing different wording in your adverts – change only one word at a time and run two adverts concurrently. Google, for example, will show you which of the two is the more effective. Then do it again and again. You can test three variations of an advert at a time if you prefer, but make only one change in each or you won’t know which change was effective.

Also make sure that your advert leads a visitor directly to your website or sales page, not to some intermediate landing page. People click on an advert to find an answer to what they are looking for. They don’t want another offer, or to be asked to sign up for a newsletter. They want to buy something. They know that is what PPC advertising is for. If they just wanted information they would have looked to the left hand side of the results page, not the right where the adverts are.



By advertising only what you have to offer, and not trying to offer too many products on one web page, your visitor will be matched to your product. The more different products you offer on the page, the less targeted it will be to the customer. If your offer blue widgets in your advert then lead them to a page full of blue widgets. Better still, offer blue square widgets and sell only blue square widgets, then you could make a sale from every visit.

If you start doing this you will ultimately end up with one advert that outperforms all the others for every single product you sell, and a webpage for each of them. It takes time and there are no shortcuts, but it yields results and will save your shirt (and shorts)! Just another last small point: if you are selling 50c widgets don’t bid 60c a click!

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