Proper keyword analysis prior to setting up your pay per click campaigns will save time and a whole lot of money. Slinky will initially develop a good keyword analysis report for your industry sector. This report tells Slinky, and you, exactly how potential prospects are searching on the internet to find your type of business.

The target search phrases should be incorporated within your pay per click campaign and also become a part of your content development for your website.

Not all keywords are created the same – because everyone’s goals are different.

- Your goals will drive the keyword strategy
- Are you focused on branding or direct marketing?
- Do you want to achieve the highest return on your ad spending or do you always want to rank first?

We’ll explore this line with you.

Pay Per Click Terms

Head terms are the search terms that are more expensive because they are most frequently used in searches, while tail terms are the search terms that are not as obvious, less expensive, but are very effective cumulatively.

The right pay per click strategy can be a powerful tool for your business.

Pay Per Click Conversion Rate Analysis

Conversion rate analysis will allow you to determine which traffic sources turn visitors into leads and sales. Conversion rate is the statistic that tells you what percentages of your visitors are converted from visitors into customers/ leads. High quality traffic will deliver a higher conversion rate.

Pay Per Click Conversion rate is another way of talking about your return on investment (ROI) and acquisition cost-per-visitor. A tracking service will allow you to check how effective clicks are and adjust campaigns accordingly.

• Single focus offer: The landing page that has a fewer number of offers can be popular with the customers than the ones that have too many offered somehow fitted onto a small page. It can surely leave the customer all confused. The best results can be achieved if your page focuses on a single call to action like a major special discount or free demo.

• Clear, concise and precise: You should get rid of all such elements from the page, which can distract the customers from your major action that you want to take. Keep your page simple, clear and concise. Rather than having too many flash elements, blinking text keep it simple with text oriented toward taking them to the next step. You value statement can have a major effect and can break through all the clutter on the Internet.

• Best first impression: The first impression is the lasting impression. When you designing remember that your landing page is the one that would have the first impression on the customer. A page that reflects trust and your authority on the subject can work wonders towards improving conversion rates. Design the page keeping in mind that you should be able to answer the customer question as to “what is in it for me?” It is not about trying to sell but grab the interest of the visitor to take further action. Make use of graphics strategically which the prospect may click or see demos.

• Limit the options: A landing page that navigates through various pages that do not provide the option to convert, chances are at the end of it the customer would not actually be left with the desire to buy anything. A quick call to action and lesser number of options for conversion should get an immediate response from the customer. Filling up a form or providing the customer with a form and the ‘buy now’ option can be more useful than making him check several other pages.

• Use the STP approach: Ensure that you meet the customer expectations and are able to answer most of the questions of the market segment that you are targeting. Study the potential visitors data in depth and then segment them accordingly.

A “thank you” at the end of the conversion can also be a way of getting more information from the customers. They are mostly prepared to provide more information after they purchase and this can be used to build up the relationship with good offers and requests for feedbacks. It is important to keep in mind such tactics when you design your landing pages so that conversions increase.

Peter Brittain
Website Marketing Services

These BMT tools can automatically adjust bids. An ideal tool would be one that allows you to define metrics that are important to your business. You want to optimize your campaign to achieve the business goals. They can also help in adjusting the positions on PFP search engines. These tools are offered as an online web service and some of these available are did-it.com, bid rank, GO TOAST etc. You should undertake a research on the available BMT before you decide on the one that suits your needs. Make sure that your BMT vendor is authorized to manage actual search engines, as they are only allowed to access search engine’s ad serving software without which it cannot work properly. Some of these tools can help you to initiate a marketing campaign not just on PFP but on trusted feed programs also. Once you select the search engine to be included in your campaign they can help in other parts of your campaign like keyword and phrases identification, analysis, optimization etc. You can save a lot of time in that which is needed to manage keywords with such tools. You can generate reports related to keyword performance in different segments of market using some of these tools. Such software are able to access and analyze conversions

Peter Brittain
Internet Management Strategy

Some BMTs may have a complex pricing model and it may be very difficult to make an accurate evaluation from the options available. It is very important that you study many of them carefully before selecting one. These vendors charge you in different ways. They may charge you a percentage of the total ad cost or some may be charging flat monthly fees. There are some that charge a PPC rate, per number of keywords rate or even a combination of these. Depending upon the services they offer the costs may vary. Some of these vendors like “did-it.com” that also offer services like optimization of paid listing for maximum profitability the fees may be adjust from higher profits that they are able to achieve. Ensure that you research and negotiate on the best rate possible.

You may have to undertake frequent downloads that would ensure that you get the latest version and updated services. The BMT available in the market should be well researched before selecting one that suits your plans.

Peter Brittain
Internet Marketing