| How best to launch your first Pay Per Click Advertising campaign? Probably the best place to start is Google's Adwords.
Click the Start Now button, you'll be taken to the start page where you get to choose between a Starter Edition and a Standard Edition.
Google Step-by-Step
The Standard Edition is the way to go for almost anyone. The video offered at the start is all you need to get started. It will ask you language and country ...and you're off...
Next, Google prompts you to create an ad. When writing your ad, the Google Quality Score is impacted by the presence of your keyword in the actual ad text.
Apart from writing the ad, you'll also be asked to include a display URL. This can be different from the actual page you send the clicking visitor to and is a good place to brand your domain name.
The next is keyword selection, which we'll leave alone. You can find keywords many places, but probably the best place to start is ask people what they use when searching for your product!
The next prompt is about pricing. What currency you pay in, how much your daily budget will be, and finally what your maximum CPC (cost per click) will be -- the most you're willing to pay for a single click. Google will give you recommendations for daily budgets -- this can be used to understand the potential volume of traffic and can be manipulated to make sure you're shown to all impressions.
If your Cost per click is high enough, as well as your Quality Score-- you can double your budget beyond what Google recommends and ensure you're in the search results page for every search of a keyword.
Once you've gone through this basic procedure, you'll be ready to set up billing and begin.
It's important to create tight AdGroups with bundled keywords that cover the same topic. This makes it easier at the start to make the ads more specific and thus increase your potential click through rate. Once you have the ads in place and your billing information set, the campaigns can be turned on.
First, you need a tracking system -- a program that can tell you which keywords and ads did, and did not, convert into sales or visits. This is used to calculate your Cost Per Acquisition. Your CPA is an essential figure for successful online marketing.
To understand your marketing efforts you want to be able to see what each keyword or AdGroup or any separated part of the marketing project is converting at. This way when you manipulate them -- such as the words of your AdWords Ad -- you'll be able to see the impact it has on the CPA.
Tracking programs allow you to divide out every element of a campaign and track its individual results. Most programs work by adding code to the end of the URL that's used for the advertising.
For PPC you would add the name of the engine and the word or AdGroup so you can tell where the clicks are coming from. An example would be: www.yourdomain.com/?engine= AdWords&keyword=blue+widget
You can use your log files (those are usually located on your hosting account and can be downloaded and converted to viewable text) to see how often the word is clicked. However, a better approach is to use an ROI tracker on your web pages to measure the progress of searchers/visitors. Use the regular pages to grab all visitors, while the sign up and thank you pages (or the equivalent) are used to measure the conversion.
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