Pay Per Click Advertising That Works
Pay Per Click Copy Writing can be tricky
The biggest complaint I get about Google Pay Per Click (PPC) advertising is the quality of the clicks. A campaign that gets a great deal of clicks but does not convert those clicks to sales is simply quite expensive. Small businesses are less likely to take a chance on PPC simply because they have no faith in the click converting into a sale.
Online Sales Cycle
If you think of PPC as a sales cycle, and learn to grab the shopper at the right moment during their product/services research then PPC can be very rewarding.
Let’s analyze how people usually become buyers of online products and services. One of my potential customers is starting their online research for purchasing a website. They probably do not know what to ask a web designer, or even what they are searching for. They may type something like “Web Design” They will get several of the huge nation-wide companies that market to large businesses. By reading the sites they learn that they want a local web designer that they can meet in person. Or they may decide they need a website that is smaller in scale than what they are reading about. So they now search for “Web Design Vancouver Wa” This is a key phrase that will get them a list of designers local to them (assuming they live in Vancouver WA). This could be web designers that are all over the board in what they actually do. They are now reading sites by the larger design firms all the way down to the college student that creates sites on the side for extra cash. After spending some time researching Web Design they have a better idea of what they are looking for in a website and in a designer. While conducting this research they have been clicking on PPC advertising – but not actually buying. They have not been in the buying mode but in the research mode – this means that all the sites they have visited had PPC campaigns that is costing them money but not converting sales. Now they have a better idea of what they want they type in “Small business website design in Vancouver WA” or “E- commerce website designer in Vancouver WA” or even “5 page informational website Vancouver WA”. All of these are considered buying keyword phrases, and if you were a website designer in Vancouver Wa and had PPC campaigns with these buying keyword phrases then you would likely have a new customer (assuming you are a good web designer with a website that will convert sales)
This process works for any product – the more generic the keywords the more virtual tire kickers you will attract. The more specific your keywords are to the product or service you offer then the more qualified that click traffic will be.
Of course if you do not have a quality website that clearly states what you do and what your product/service will do for someone then a quality PPC campaign just wont matter. If your site is state of the art and full of benefit oriented information then you are ready to embark into the world of PPC armed with the knowledge of choosing buying keyword phrases that your potential customers will be searching with at the end of the cycle – when they are ready to make the purchase.
