"Super Secret Tip For Using PPC Search Engine Advertising Successfully"
It's not about traffic; it's about generating leads.
That's right. It only took me eight words to give you the secret super tip on
using pay-per-click (PPC) search engines successfully. It's not about generating
traffic to your website; it's about generating leads from the traffic for which
you are paying. This slight shift in understanding about where the value resides
in PPC search engines could make all the difference when it comes to capitalizing
on the web promotional resource known as PPC.
How are you currently using PPC?
Most (and this is spoken from experience) PPC advertisers bid on tens of thousands
of keywords and direct all of that traffic to the same page on their website.
While it is a good idea to use as many keywords and key phrases as possible
in your overall PPC marketing campaigns, what a prospect finds when they visit
your landing page is more important.
How should you be using PPC?
If you are you only trying to “make the sale,” you could be losing
the visitors who are looking for information about your products or services.
By exchanging informational sales material for a prospect’s contact information,
you will dramatically increase your long-term return on investment.
Research has shown that when customers are knowledgeable about the products
and services they are seeking, they are more likely in the future to buy from
the organization that provided them the information in the first place. If you
are paying one cent per visitor and receive just five sign-ups for a newsletter,
you have already covered your costs because the average value of one qualified
email address is over twenty-five cents! So to answer the question of how you
should be using PPC, you should use it not just to make direct sales, but to
generate leads.
Putting it into practice:
There are many ways that successful web marketers get Internet surfers to provide
personal information. The most preferred are 1) surveys and contests in exchange
for a “freebie” and 2) newsletters and articles, which provide information
about what the surfer is searching for.
To put this into practice, promote a page that equally 1) provides information
about your product or service and 2) emphasizes your special offer or offering.
You will see that even if they don’t directly purchase the product or service
you are selling, chances increase exponentially that they will want to find
out more information and sign up for your special offer thus providing you with
a qualified lead.
About the Author:
Pete Prestipino is the Marketing Director of 7Search and http://www.PayPerRanking.com
- the second most trafficked PPC advertising network on the World Wide Web.
Visit http://7Search.com today |
