Effective Paid Advertising

A number of paid advertising opportunities are available online, including PPC (pay per click) ads on search engines and their networks, social network PPC and display advertising, product feeds, and affiliate marketing. PrairieWeb is an experienced paid advertising manager, and can help you drive qualified traffic to your site through effective paid campaigns.

How to Make Pay Per Click Advertising Pay for Itself

Pay per click (PPC) advertising can be a smart move if you know how to target your campaigns. If you don’t, you could end up wasting a lot. Pay per click can help with conversions. About 50 percent of those landing on a business site from a paid ad are more likely to buy than those arriving from an organic search. Pay per click can help you compete with the big brands. Organic search can’t help you there. But pay per click advertising can waste your money if you don’t know what you’re aiming for. Don’t aim for impressions. Don’t aim for clicks. Aim for profitability.

Pay Per Click Advertising must be targeted:

  • With the right keywords
  • To the right prospects
  • To a strategic location
  • With results tested
  • To give you the best profitability

How to target each stage of pay per click advertising so it pays off

Campaign Level

Create a keyword list based on what you believe will be your target’s search queries. This should include keyword phrases rather than just one or two keyword groups.

Conduct keyword research so you have the right words for your target. Use tools such as Google AdWords, Adstream, Moz, or WordStream. These tools will also identify keyword groups, keywords your competitors are using, negative keywords to exclude. (Most of these also provide reports so you can test results and continually improve your ads.)

Creating Ad Groups

Create ad groups around those themes with specific searchers in mind for each ad group.“Athletic Clothing Supplier” ad group would target purchasing managers in sports stores.“Athletic Clothing Designers” ad group would target sports clothing designers.

Bid strategically. Use your keyword groups to find keyword niches where the top bid price is low.

Writing Ad Copy That Generates Clicks:

Write compelling ad copy. Use keywords in the title and (when possible) in the description. The description should appeal to what that targeted consumer wants or needs. It should appeal to key motivators for your targeted consumer: include a call to action in your ad so that they proceed to your landing page.

Here are some ad samples:

POP Displays
Unique, Adaptable, Cost Efficient
Call us—increase your sales.

Adventure Vacations deals.
Bored with normal?
Join us for a trip to remember.

Creating Landing Pages that Convert

Write strategic landing pages for each ad group, designed to go with a specific ad. Each landing page should: start with your prospect’s needs (not the problem), identify the problem, offer your solution, and include a call to action. (Placing an order and/or contacting your company should be hassle-free.)

You may want to consider creating your landing page to include a sidebar or dropdown offering a unique, free product (e-book, white paper, special report, or webinar) that’s directly related to what you are selling. Whatever you are offering should be deliverable by email or auto responder. This allows you to obtain their email and build a relationship with the consumer who is not yet ready to buy. If these leads are properly nurtured, 80% of them will turn into sales later.

Campaign Settings

There are a number of features that allow you to target your campaign for the time of day when your customers are online. Other targeting options include geographic location and the language that’s best for your specific demographic.

Testing

Create a split test to compare variations so you can continually improve performance of each ad group. Collect data for several weeks, and make adjustments after reviewing the results. Ensure that your PPC ads and landing pages are designed for mobile viewing as well.

Pay per click is all about strategizing to hit the profitability target. If you’re not sure you know how to aim for that, give us a call. We can help!

Contact us now to learn how to make Pay Per Click Advertising pay off for your business.

Why are product feeds important?

Product feeds significantly increase your potential sources of customers. Sites that allow merchants to sell products via feeds include:

  • Search engines: Google, Bing, Yahoo!, etc.
  • Top shopping portals: PriceGrabber, NextTag, Bizrate/Shopzilla, Shopping.com, etc.
  • Marketplaces: eBay and Amazon

Product feeds can be an effective way to increase your products’ exposure, allowing you to feature images, descriptions, and current pricing (even sale pricing) in these online marketplaces. Product feeds often use a pay-per-click pricing structure that can be managed through some of the same tools as text-only search engine ads.

If the setup, development, and per-click costs don’t exceed your acceptable cost per order, product feeds can profitably expand your reach far beyond the ability of advertising and organic search.

In order to utilize product feeds, you must have:

  • Physical products (services cannot appear in feeds)
  • Prices, photos, names, and descriptions of your products in the feed
  • At least one product to sell (there’s no maximum number)

Contact us now for a free internet marketing consultation.

Connecting with a Sales Team

Wouldn’t it be nice to have a sales team sending you customers? Affiliate Marketing is about connecting with other businesses on the web who agree to sell your products. They get a commission when a visitor from their website makes a purchase on yours. Because of your “sales team” of affiliates, you can target audiences beyond those you can personally reach. Plus, your brand gains exposure from ads on their websites.

Affiliate marketing is about building the right connections between your company, affiliates who promotes your products on their websites, and consumers who are looking for your specific product.

The big expense is not in the signup. It’s the expense you’ll have if the results are low. If youdon’t hit your minimums, the affiliate marketing companies will fine you.

You can avoid the fines if you target your market and your affiliates.

Here’s are the steps:

  • Start with your website or blog. Add content.
  • Develop banners of the right size and content that includes a clear call to action.
  • Build and grow a list of affiliates on your site.
  • Add affiliate links and provide your affiliates with resources (graphic banners, articles, etc.) so they can easily feature your promotions.
  • Create an affiliate account with an affiliate marketing company. Commission Junction, Share a Sale, and Linkshare are 3 of the largest. You can also use this account to see what your competitors are doing. (That’s strategy.)
  • Be sure your arrangement is to pay only if the visit results in a sale.
  • Test and monitor results to ensure that the affiliates’ visitors actually convert to sales. (This will help you know your best performers. You don’t want 800 affiliates, but only 5 performers.)
  • You may want to consider more than one affiliate marketing program depending on your products and services available

Affiliate marketing is an SEM strategy, not an SEO strategy (they get the link credit, not you). If you need help strategizing the best connections to build an affiliate sales team, give us a call.

Contact us now for more information about Affiliate Marketing.

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