Launch - Spring 2009 - (Page 13)

>> sales Buying Eyeballs When it comes to your next pay-per-click advertising campaign, make sure you buy the right eyeballs. 3. Lots of metrics. With PPC, you know exactly what you are spending your money on, which keywords are driving traffic, and which keywords are most effective in getting visitors to take your desired action. 4. Control. With the flip of a switch you can turn ads on and off and create test after test for your Web site visitors. What to Look for in a PPC Company By Paul Severts Paul Severts is marketing director for Sebo Marketing, an Internet marketing firm founded in 2005. Visit www.sebomarketing.com for more information. PPC marketing boils down to buying eyeballs. The goal is to buy the right eyeballs by bidding on the right keywords and having the right ads in the right location. But of course, PPC is much more than grabbing attention. Getting people to click on your ads and visit your Web site is only half of the battle. The other half is finding qualified visitors who are interested enough in your product or service so that once you’ve paid to have them visit your Web site, they aren’t doing a new search on Google 10 seconds later. Why Pay-Per-Click Advertising? 1. Google Adwords Qualfied Advertiser. Google has an extensive PPC exam that individuals and companies can take. If the company you’re considering doesn’t have the “Adwords Qualified” certification, you may want to think twice about using its services. 2. Tools. Any company building a PPC account should be familiar with keyword selection tools, competition of your target keywords, estimated costper-click (CPC) for specific ad positions and more. 3. Buzz words. Make sure they specifically address cost-per-click (CPC), average positions, clickthrough-rate (CTR), budget, negative keywords, the Google content network, landing pages, A/B testing, multivariate testing and conversion tracking. 4. Results. Look for a company that can drive more than just traffic. It’s easy to get PPC visitors to your Web site — give me an unlimited budget and five keywords and I can prove that. $ Click here for the HTML version of this article on launchutah.com. Definition Pay-per-click (PPC) marketing works on the premise that you only pay when someone clicks on your advertisement. PPC ads often show up on the top or right side of major search engines such as Google, Yahoo or MSN. They are sometimes labeled as “Sponsored Links.” There are four main reasons why PPC is a very attractive advertising model: 1. Low cost of entry. Setting up a Google account, for example, is a measly $5. Try getting a TV commercial, billboard or radio spot for $5. 2. Targeted visitors. You only pay for visitors that come to your site. With most advertising models, you pay for your ad to show up regardless of whether the audience sees it or not — let alone visits your Web site. spring 09 launch 13 http://www.launchutah.com/article-sales-q12009.php http://www.sebomarketing.com

Table of Contents Feed for the Digital Edition of Launch - Spring 2009

Launch - Spring 2009 Contents Editor's Note Dashboard Mentor: Mind Your Business Ps & Qs Diary: Great Idea, Now Show Me the Money Sales: Buying Eyeballs Funding: Stay Focused! NETworking Do’s and Don’ts Be the Networking King Entrepreneur Spotlight

Launch - Spring 2009

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