Traffic Ultimatum A system for getting traffic to your site the traffic Ultimatum

March 2, 2010

How Do I Get Traffic to My Site? Traffic from Paid Search Ads. Traffic Ultimatum

Filed under: — Marianne @ 9:27 pm


Part 2. Traffic from Paid Search Ads

Traffic Ultimatum

There are four primary ways to get traffic to your website. Part 1 I explained

Traffic Ultimatum

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why search engine optimization (SEO) should be your foundational strategy. It is certainly the least expensive. But SEO suffers from two weaknesses:

  1. SEO takes months to implement fully — and you need traffic to your site now!
  2. SEO may deliver an insufficient volume of traffic. You may need to supplement SEO through paid search ads.

Paid search, often called Pay Per Click (PPC) advertising, displays your text ad on search engine results pages when someone searches on a keyword or keyphrase that you’ve selected. The beauty is that you get targeted customers, but pay only when someone clicks on your ad. Start with Google AdWords (http://adwords.google.com), since they have the most search traffic, but also consider Yahoo! Search Marketing (sem.smallbusiness.yahoo.com/searchenginemarketing/) and MSN AdCenter (adcenter.microsoft.com).

Paid Search is complex, but you can begin to understand it if you visualize it in four basic stages.

Stage 1. Selecting Your Keywords

Start by compiling a list of keywords that people might use to search for your service or product. Tools such as Wordtracker (www.wordtracker.com) or Google AdWords Keyword Tool (https://adwords.google.com/select/KeywordToolExternal) will help you develop such a list. Generic keywords may not be best. The more specific the search phrase, the greater the likelihood that your searcher is ready to buy and the higher your conversion rate will be. Bid on a list of hundreds of keyphrases with two or three words each, not just the top dozen. If you’re a local business, use local place names in your keyword list and use Google’s geotargeting feature, so your ad isn’t shown unless the customer is in your trade area.

Stage 2. Developing a Landing Page

Don’t pay for advertising just to send click-throughs to your homepage. It’s a waste of money. Rather, develop a specific landing page for each category of keywords. The landing page is designed to get your visitor to make the purchase, sign up, or leave contact information — whatever your objective is.

Stage 3. Forming Your Bidding Strategy

Next, develop a bidding strategy. Factors to consider are:

  1. Price. Price per click is based on two factors: (a) The closer to the top, the more you’ll pay. (b) Quality Score measures how relevant your ad is — in Google’s humble opinion. Not having a relevant landing page, for example, will lower your Quality Score and raise the cost per click you’ll be charged.
  2. Position. Position #1 gets the most traffic, but position #7 might get a better conversion rate at a lower cost.
  3. Ad location. You can specify your ad to appear only on search results pages, but you might experience good sales by allowing your ad to be displayed on content sites, too.
  4. Precision of keyword matching. You can select “broad match” so your ad is shown when any of your keywords appear in someone’s search phrase. “Phrase match” requires these keywords to be in your precise order. “Exact match” means that your ad is displayed only when a searcher uses your precise keyphrase and no other. “Negative match” will stop your ad from showing if specific keywords indicate that this searcher isn’t a good prospect for your product or service.
  5. Daily Budget. If you’re on a tight budget, specify the maximum amount you can be charged in a single day.

Stage 4. Testing and Refining

Fortunately, the search engines provide statistics so that you can determine the cost, the click-through rate, and the conversion rate for each ad and keyword combination. Use this information to fine-tune your strategy and improve your results.

  1. ROI analysis. Some keywords cost you money, but don’t get any conversions. Eliminate them or change wording and positions to make them profitable.
  2. Ad testing. Test your ads with variations in the title and text to see which performs best.
  3. Dayparting. You may find that most of your sales occur only during certain times of the day. To improve your overall ROI, show your ad only during these hours.
  4. Click fraud. Unfortunately, you could end up paying for bogus click-throughs. Monitor click-throughs for patterns that might indicate fraud.

Of course, you’ll need more than just this brief introduction before you begin paid search advertising, but I hope I’ve whetted your appetite. For more information get the Traffic Ultimatum by George Brown.

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