Pay Per Click Advertising

Internet advertising is undervalued, there is a huge quantity of content and advertising space available outdoors on a particular topic, the Internet is still relatively new and advertisers are just now learning to use it effectively...

The advertising on the Internet, you can create new and robust relationships with buyers, because you can immediately access to whatever the buyer wants and needs, and it can not be misplaced. It also allows you to specific markets closely and keep track of your user account. Internet advertising, you can cost-effectively market products through channels, what you decide. I could not tell you how many companies are experimenting with direct sales, thus shortening the supply chain and keep more of the profits. Sometimes these companies are marketing their products through a third party or subsidiaries that they specifically to hide their identity. A well-known companies, I work with discovered that over the Christmas period, they could sell directly to consumers with PPC and an additional $ 90/unit bag sold.

Also advertisers can every mouse click and every dime they spend. With a magazine ad, you can use a special 800 # for each display and tracking of orders per ad with some accuracy. With Internet advertising, not only can you track the source of your orders, you can experiment and hone your advertising message on a daily basis, if need be for a maximum effect. This may be the strongest incentive for eMarketing projects.

Pay-per-click advertising (PPC) is an online advertising format that allows you to buy your way to the top of search results pages for the search phrases relevant to your business. The companies buy advertising on targeted search phrases, and then charged each time a person clicks on their website. Branding is free. You only pay when someone clicks on your ad and visits your site. The magazine with advertising, which I use and recommend, by the way, traffic numbers can only tell you how many people may have seen your ad.

Before you decide to spend your hard-earned money driving additional traffic to your site, you want to first make sure that your online presence, or your business, if you will, is open for business. One might think that this is a no brainer, but you would be surprised how often these questions come up and make this work now enjoy your company in any advertising project that you undertake.

Take a look at your site with a new perspective. Identify your various groups of users to identify their needs and within a reasonable budget for every need of each group of users of your site.

Customer service is still king in this industry. When you add new people to take a look at your site because they are interested in your product line, you might want to insure that you have their expectations by providing a good-looking website that answers all their questions, offers great photos of the product and encourages them return. If your site does not meet these criteria are you really to create barriers between the customer and your company.

Lund International (see on the web) has recently launched a careful study of their existing and potential users site and determined that these users could split into different groups. Among other things, they identified: 1 Consumers 2 Jobber / 3 installers. Warehouse Distributors

For consumers, if things like branding and all components, worked to create desire for the product plus dealers look-up capability and live chat tech support.

For jobber / installers, if they installation instructions and print and radio spots that the dealer could change for their own Enterprise . For WD-provided information on the sale incentives, new products and product information availability. Are you impressed? Incidentally, you can not all this functionality, unless you are registered as a dealer, but there. In the first month since the launch site, they have received something like 50 new dealers to sign up so that it works. Lund will present their results at the Aftermarket eForum in Chicago next month.

Ask the people who use your site is what they want and need. Ask a lot of them, they often ask, and all of this information.

Mike Williams, Vice President at O'Reilly Auto Parts tells the story of his search for a high-pressure cleaner. He has presented his research results online, several models that interested him and then went to the Sears Web site, where he found specifications, drawings, photographs, parts lists and online ordering system components, contact information for sales and service. The Sears model was significantly more expensive, but he bought it that everyone, provided that a large part of the information would be to the unit after the sale.

Also determine what the purpose of your PPC advertising. What is a "sale" for you? For a retailer, you actually want to encourage consumers to part with their credit card number and place an order. For a manufacturer, a "sale" the dealer can lookup, because that is as close as they can get to a sale, unless they sell directly to consumers. Determine what you want the users to take and what measures the worth. Is a dealer lookup worth a buck? 60 cents? Determine what a particular action is worth and that will help your ad budget funds and track your success. Shortest distance between two points.

As part of your PPC adventure, you will decide which side of your website link to your advertising. You can choose different pages for different ads. Even if you are a dealer with a PPC support for a particular audio unit, you might have the advertising by clicking on the page that describes the audio unit and has a button to the audio device with the basket. They want to create the shortest distance between your PPC ad and the specific action that you want users to take.

In a few minutes we will be the ability for the PPC advertising to pursue specific actions within your site. These are known as "conversions". For retailers, a shift is that retailers, when in fact a sale. You can use the cost of each sale to the penny.

A few other notes, this site design problems are everywhere on the Internet. Contact Info

Make sure the contact information for your company on almost every page. If the consumer has a question for sale, you want them to be able to pick up the phone and have their questions answered. In our world of the required products rather than necessity, a moment's hesitation could be a sale lost for ever.

Eliminate confusing navigation

I was with a PPC campaign for a major manufacturer of audio equipment. The PPC ads to the side stressed that the product and allows the user to add it to the basket, so that was good, but at the top and left side of the page there were 50 elements, navigation is everything from investor Relations to a biography of the founder. The users were often confused and wandered into a wilderness of company information and lost. Keep it simple. Get the consumers to part with their credit card number that is the goal for retailers. Site provides credible

A coworker, heard me speak last year at the eForum asked me to coach them on building site traffic. When I saw on the website, it looked like it had been designed by some children with colored construction paper and crayons. My advice was for them to refrain from Internet advertising until they had a functional Web site that is professional. Gather all relevant information

In this day and age of shrinking margins and costly marketing, it is not meaningless to collect contact information for at least as many visitors as you can. If you place an order, receive their e-mail address especially if they are not an order, give them a chance to win a free T-shirt again and collect their contact information. The cost to acquire a new customer is much higher than the sale of products that someone has already expressed his interest. Each site visitors is a small piece of gold for your company. Not to lose track of them. In a Webinar future we are talking about e-mail marketing, this is probably the best bargain in advertising today. How much does it cost to send out 10000 leaflets on the universal service provider? With print and stamp around $ 10000. The cost of sending commercial e-mails 100000 once a month is close to zero. Slide 5 PPC Venues

We have hundreds of sites that accept PPC advertising. The main ones are the ones listed here. The problem is that each place has a different user interface, different register and you need to know whether your ads on as many pages as you with PPC ads. This requires a significant investment of time. I suggest you concentrate on one of the larger ones for about 6 months to their feet wet, learn what works and then expand your efforts on some of the other. I started with Google and Yahoo, mostly because they were the first to offer PPC. Google has a simpler interface, Yahoo has a better keyword tools. Google has a very narrow set of rules for the use of protected terms, Yahoo is a bit more easy going about such things. I think I would say that they are their advantages and disadvantages. I also have a content site, ten magazines, because they are a little different. They offer PPC advertising is not by choice key phrases targeted, but by the nature of the goods. They are also not a search engine, but a group of content sites and paper journals, which is currently limited to the light truck market. They have recently acquired a group of enthusiasts content sites for the import performance market, so that they adhere to this market in the near future. Tenmagazines.com is the URL. I am particularly excited about them because of the very strong orientation. I am a big fan of narrowcasting. Average by clicking on an advertising banner on the Net is .5%, we saw click-through rates as high as 25% for Ford Truck ads on a content site, based on Ford trucks. Each of these areas has a different user interface and due to technological hurdles, I am not in a position to show the interface here. The PPS website will ask you for all the usual contact information and then go through the process of creating an ad campaign. They make it easy for you to part with your credit card number, because they have done it right. It is no more difficult than the acquisition of an account on eBay, Barnes and Noble or your favorite online store.

You will notice that in order really to examine the interface of the various PPC venues that you have a credit card number on an account. None of the search engines store the map until you create an ad and have your first click.

Here is what you need. 1st A crisp fresh bit of plastic-2. a list of key words you want Objective 3 A compelling ad or group of ads in connection with your chosen keywords 4th A large site 5th A great product I can not help you with your credit card, so let us now to the second critical point. Let us in keywords.

Key Words

Key words actually rather groups of words, choose for your campaign. For example, in the case of sparkplugs.com if a user enters the term "high-performance spark plugs," or "NGK Spark Plugs" sparkplugs.com ad appears at the top of the page shows the results of the user. The search results page displays a combination of results from normal search algorithms plus a group of paid advertisements in the rule across the top and right side of the page. These ads are paid ads PPC as the ones you run. Selection of key words is crucial for your success. You want a table from this that will help you manage your campaign. The first step is to a large group of key words relating to your ad. Let's stick with the spark plugs example. Key words spark plugs for your campaign could include: spark plug spark plug spark plugs spark plugs High Performance High Performance spark plug spark plug spark plugs High Performance High Performance NGK Spark Plugs NGK spark plug NGK plugs Champion Lite car Denso Note that in the first 8 keywords, I have tried to identify both Plurals and wrong spelling or usage data. You need to create a list that includes all sorts of potential uses of your key terms. This is a unique exercise, which will help you a tool that helps you not only throughout each PPC ads you will run, but also for the search engine optimization and SEO-tracking. This is a great asset to your company for all times so that this work thoroughly. For spark plugs, filters, shocks and Denso products, we came with more than 240 random words. You can actually have more than that. Incidentally, Natasha tells me that Google allows singulars and plurals overture and kicks them as duplicates.

Once you have identified those, you think you can create a variety of tools, listed here to see how often people per month with these key words and phrases in the search for the type of products that you offer. Let me say this again. You can use the keyword tools to see exactly how often users search for these rates in the various search engines. Why in the world would you go out and build an ad campaign based on one of the best guess search terms used by people looking for your products? This is a fairly common mistake. In addition, people optimize their websites for natural search results, without addressing their key terms. They could at the end of optimizing your web pages or buying ads for the record-high spark plugs, if people are actually looking for the phrase racing spark plugs, for example.

Now create a column in your table with the title searches / month and enter the number of times these records are the results of your key phrase queries using these tools. Each of the keyword tools has different strengths and weaknesses. Although I prefer the Google interface for the execution of ads, I prefer the Overture / Yahoo keyword tool to select key words, because it gives other keyword suggestions and tell you exactly how often they are used in the Yahoo search network .

You must decide which keyword tool you like best, but your efforts based on facts and not on conjecture. Incidentally, just because a key sentence in looking for rare does not mean that these keywords should not be used. You might find that the prices are lower in less popular terms and that conversions are higher. They are only to experiment. That's what PPC. Run small budgets in the first test every aspect and then eliminate those rates and ads that did not result in a "sale" and extend these cost-effective that they convert. Create compelling ads

Most of you all are responsible for some or all of the marketing in your company and you know how to write advertising, right? PPC ads have some different restrictions on them. For example, Google, your headline is only 25 characters, then you get two lines, 35 characters, and the last line is your URL. All of the major search engines have some pretty serious ad size limits.

Another difference with PPC ads is that you are in uncharted territory. The message that the work in a magazine could be different then the news that the works online. What will you do want is that more ads for each group of search terms and see what works. Here are some other guidelines.

Promotions do get attention. Say we select a group of key words struts targeted to sell to owners of Honda Accords. We have the most important phrases:

Struts Struts KYB gas struts Struts Honda Accord Honda Accord Struts Struts Struts GR2 Honda, etc.

Of course we could come with another few dozen key words on this subject and as an experiment, we are with all of them to see how they do. Not only that, but we try writing 3 different ads for the same group of phrases and run All 3 We will find out in fairly short order what works and what does not. The paper advertising, we are talking about the value of not with some consistency in an ad-site during the 6 months or so, before we find out the results of the ad. With PPC, I recommend 30-45 days before you decide to make adjustments to your campaign. Now we write some ads. Here are 3 examples I found when I searched for Struts Accord. Honda sales Ppd shock delivery and shipping, no sales tax, saving up to 80%, online or toll free 8662862051 www.alleurasianautoparts.com Accord Struts shop for Shocks, Struts & More with a motor vehicle. Helpful Fitment Guide. www.TireRack.com discounted products Find a new car today. Save deals. www.ebay.com Let's talk about limiting clicks from non-qualified customers. Let's say your product is an elegant audio system, sold for $ 300. Do you want to write an ad that says how big your stereo and all, is interested in stereo equipment by clicking on your site or want the prices in the display to restrict click-throughs, these customers can actually afford your Product. This is a decision you have to make. I can tell you that, at least for Google, the ranking of your screen (how high it appears on the site) is in connection with your set of implementing parts click. In other words: If you click implementing parts intentionally, your ad will appear in the 4th or 5 Position, even if your bid is the highest bid. We will in the awarding of prizes in the next slide. We all know to ask the buyer to take action. Call now to obtain temporary job today, etc. This calls for action are valuable and can test it in your advertising and adapt. Branding is free. You do not pay for the ad impressions, as we have already said, consider that in the construction of your ad. You should therefore ensure that your ads help with your branding, whether they result in a click. I think we have clearly established that you have to measure the results and adjust your ads and your key words to your success. Budgeting

In the early phases of your PPC campaign, we will do nothing more than experimenting and fairs. Sure, you can go and run at full speed ahead with your campaign, without this step, but they are wasting a large part of your budget on rhetoric and ads that do not convert. Here is a description of these experimental method. Let's say you have a $ 10k budget for a campaign 8 months. You are running 240 phrases in 5 groups with 10 different ads in the first month. Let's say this costs $ 2500 for the first month. Their results are less than stellar, because you are trying every possible combination of words and ads a month. In two months, you are going to check your conversions (sales) and find that 3 of your ads are not paid and that half of your key phrases are absolute losers. In the second month you have dumped half of your keywords and written 3 new ads. Your bill for the month of $ 1250th In 3 months, you can decide for another 50 records and make your ads again. Your bill for 3 months is about $ 1000th They now use the rest of your cash to the ads for the following 5 months, you have maximized your ROI for these ads.

Incidentally, if your products are vulnerable to increased sales during the holidays. Objects can be as gifts, make sure that a decent budget for the season. We sold $ 350 units at a price of $ 8 during Christmas, they are now costs $ 40 to the sale of the same.

Let's talk about bidding for phrases. If in one of the PPC interfaces, they will tell you what a particular expression costs for top position. Conventional wisdom tells us now that you want your PPC ad will appear in one of the top-3 positions. I'm not sure that this is true in all cases. Here, too, have to experiment. Let's assume the top position for Struts Honda Accord is $ 1.00 on Google. 2nd Position could be 80 cents, the third could be 70 cents. Remember that if you click implementing parts are rather low, could drop your position # 2 or # 3, even though you pay more than anyone else. I usually start with a bid that makes me in # 2 # 3 or position on the larger engines and test the results. Experiment, measure and adjust.

Content sites

Many of the major search engines for your ads on content sites. Content sites like Cardomain.com, this is a great location for banner ads and ads from Google's network. They will pay for clicks from all contents of the pages on which related google PPC ads. Personally, I've found that these conversions Google content sites not convert, effective and I tend to them disabled by default. Your results may vary. Here you can on the search sites and content sites and measure your results before you make a decision.

The popularity of the extreme pay only for results, in a different arena. Ten newspapers is a great group of online truck fan sites, which some former Primedia car magazine people. Ten offers pay-per-click advertising on their websites that work a little differently. You choose a product, such as tonneau cover and your ads will appear alongside articles on this particular product set. You do not mess with key words, tens of taking care of this for you. I know that ten recently acquired by a group of street performance sites, so you should see PPC available on these pages as well. If anyone here knows of other content sites offer PPC, enter the information into question, and we call you as well. I personally have not heard of anyone else in our industry.

Conversion tracking.

We have indicated tracking your conversions so far, so let's cover. Each search engine allows you to a piece of code, you can glue in your website, which will help you to track actual conversions or "revenue" if you will. If you are a dealer and attach this piece of code in your order confirmation page, the PPC system in the search engine will track each order confirmation by keyword. This helps you, your revenue per keyword. If a "sale" for you by using his contact information, would you stick the code snippet from the PPS system in your form submission success.

Moreover, studies show that most people of the extensive research before they purchase a larger. These people are clicking, not to purchase the first time and then come back to your site to make the actual purchase. These sales are obviously not be prosecuted by the conversion code snippets, unless they come through from the PPC ad when they buy.

PPC is an important initiative, is very popular. Here you will find extensive research and information on the web about this topic is very popular. Here are a few sources. PPC reviews of popular sites are available from these sources. The first location is on PayPerClickanalyst.com, the second in payperclickguide.com. These are the best thing we've found, but there are others. You can exchange information and ideas through PPC forums on the following pages. The first is our own Advanced Digital Strategies Aftermarket Forum. These are fairly new and covers all aspects of traditional eMarketing and marketing and data standards for automobile spare parts market. The second is specifically information about Overture / Yahoo and again Pay-Per-Click Analyst provides forums for this issue. It is relatively easy mainly due to the fact that you can click each and every dime you spend.