Online Marketing in Bury St Edmunds - 13

I hope no one reading this is supertitious, because this time we're going to be looking at an area of online marketing where 'luck' seems to play a bigger than usual part - Pay Per Click.

In fact, PPC is more of a science than some people would have you believe. Those who tell you otherwise probably just haven't dived deeply enough into the subject to make it work for their business, and there's no doubt that people have spent and wasted a lot of money on Google Adwords and the Bing (MSN) and Yahoo equivalents.

PPC is actually a very good way to quickly check the other components of your online marketing system - your landing page, your offer, your payment process, your sign up mechanism, and so on. Used that way, you just have to look at your PPC budget as an investment in research for your business. But it does mean you can buy traffic to your site and measure what happens when it gets there.

Otherwise, handle PPC with care, control your spending until you can see a positive ROI and above all test, test and test again until that happens.

PPC needs more than an eye-catching ad. You will also need:

• A well chosen set of keywords
• A campaign and ad group optimised for each of those keywords
• A clear idea of what you want to achieve
• An optimised landing page for each keyword
• A call to action with an irresistible offer
• A sign up form and autoresponder sequence or a clear and simple payment process
• A system for analysing the results
• The ability to deliver on your promise

You will also need a fair bit of patience, persistence and clear thinking to split test and analyse your PPC campaign in real time, as far as possible, to get the maximum benefit from PPC's ability to deliver traffic in minutes from the moment you press 'Go'.

Set yourself a daily budget. When PPC works and starts making you money you can reinvest the profits in more clicks and make even more money. But you will need to keep testing, tweaking and honing every aspect of your campaign, from ads to product delivery, to get the best results from Pay Per Click.

Be careful, be thorough, and PPC can work for your business.

Roy

Find out more about online marketing methods at Cinnamon Edge, the home of online marketing in Bury St Edmunds