Pay-per-click advertising works better than
traditional advertising to market your business.
Compared
with traditional advertising, there’s no better way to get
targeted traffic than through pay-per-click keyword
advertising in search engines.
Pay-per-click (PPC) is a method used by many search
engine marketers to drive traffic to a site.
They use
PPC to either get more exposure to a top ranking
site, or to get exposure for sites that aren't yet ranking at the
top for the keyword phrases. With PPC, you sign up
with one of the PPC engines, such as
Overture or Google AdWords, or you use the services of a
professional marketing
company to manage your campaign for you.
The goal
of pay-per-click advertising is to get in front of
searchers who are looking specifically for what you have to offer.
This takes careful keyword research, strategic bidding, and
compelling ad copy just to get a click. The easiest way to do
this is to hire the services of a professional company, such as
Jasper Consultants.
People make the mistake of not establishing a relationship
with people who click on their ads. They send people to the home
page of their site instead of to a specific page that will help them
boost their conversion rates.
Here’s how to boost your
conversion rates from any pay-per-click campaign
while also boosting your subscriber numbers:
1. The first
thing to do is build a specific page to send the search traffic to,
called a landing page.
2. Do not participate in
contextual advertising programs on publisher sites. But
even on reputable sites, contextual advertising brings too
many “curiosity clicks” that kill
your return on investment. You want people who are actively looking
for what you are offering. You can
choose to opt-out of non-search traffic with both Google and Yahoo.
3. The landing page does not sell your product or service.
This is key. You instead offer a quality free resource that is
directly related
to what you are
ultimately selling.
4. Whatever your free offer, it must
be delivered by an email or RSS autoresponder that allows you to
stay in contact with the prospect.
You should explicitly
inform your prospects that in addition to the free resource you are
offering, they will also be receiving your email newsletter or
something similar such as blog updates. You must make sure that
people are able to opt out of this offer if they choose to.