If You Are Thinking About Commissioning The Pay Per Click Type Online Marketing Be Careful To Select Your KEYWORDs Well

Pay per click can be a super way to begin your Online Marketing campaign. However it is easy to get into a sticky situation if you are new to the process or if you do not keep a close eye on the statistics that will be provided by your pay per click provider.

The premise is simple, you instruct you provider, typically a search engine company, to display your advert in one of the non organic segments of the Search Engine Placement listings ie the search results. You instruct them to only display the advert when particular keywords or phrases are typed into the search by the searcher. The beauty of the deal is that there is no cost for that advert unless a customer actually clicks on the advert to take them straight to your website. So in theory you are only getting customers who are actually interested in your goods or services.

The first issue to be very careful about is which keywords or phrases you decide on. Too broad a choice of key words may give you hundreds of clicks (and therefore a large pay per click bill) but hardly any sales, as only a small proportion of the searchers using those words and phrases were either interested in your exact product, or ready to buy straight away. The trick therefore is to be as specific as possible with your keywords. If you only producesell pens it would be far better to have all the customers keying in “pens for sale” see your advert than it would to have the much larger category of searchers who would input just “pens” or even “stationery for sale”. With “pens” the searcher could be looking merely for information on pens, when they were invented, different types, reviews etc. They may all click through to your site, costing you money but not with any intention of actually buying one! With “Stationery” of course you will gain a large number of people searching for the word but only a segment of them will be looking to buy a pen. So the advert may be listed often but have a low “click through” rate.

Once you have determined the keyword part of the pay per click you really do need to watch the whole campaign carefully. It is vital to know how much you are spending and what you are getting for your money. The search engine repeatedly asks you to put a daily limit on the amount you want to spend, this can be misleading as £50 per day does not sound a huge amount of money but if left to run for a month it will become £1500. As long as this is drawing in a satisfactory number of sales it may be tolerable but if not then the campaign should be halted until some fine tuning has been done.

The process is quite simple however getting it entirely right requires a lot of adjustments and careful observation. If you do not have time for this assign the job on to an online marketing or Search Engine Optimization Company, they will deal with the account and should deal with all the fine tuning a lot faster that you can.

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