Internet Marketing - PPC Advertising

Many new Internet marketers make the mistake of focusing exclusively on “free” traffic sources. What they generally ignore is that these sources are not truly free: they require you to spend exorbitant amounts of time doing menial tasks and often for meager returns.

Pay per click campaigns provide a viable alternative to mindless amounts of menial labor. They allow you to cut through all of the nonsense and directly send high-quality visitors in a way in which you can control very carefully.

A good way to get started in PPC is to create a Google AdWords account. Other services, such as Yahoo! Publisher Network may be a good place to expand after you’ve had some success with AdWords. In order to setup your first AdWords campaign, you will need to draft a short text ad, select a list of relevant keywords, and select a daily budget. For now, keep the budget small; and focus on creating an ad that converts well.

When creating AdWords text ads, there are several important rules of thumb to keep in mind:

1. If your site sells raincoats, then most of your keywords will also contain the word “raincoat.” This means that people who searched for a phrase that contained “raincoat” will see your ad. For this reason, you will want to include the actual keyword in your text ad, so that it will show up bolded when someone searches for it; and will set it apart from other ads.

2. Always split-test your ads to determine which do a better job of converting readers into site visitors. Since AdWords rewards you for a high click-through rate (CTR) by placing your ad higher, you will want to make sure your ads are converting well around this dimension. You can test this by making minor changes to your ad test; and then checking how it affects your CTR over a several-day horizon.

3. Always split-test your ads to determine which ones produce higher-quality traffic. If some ads are written in a way that generates visitors who do not spend time on your site, do not buy products, and do not join lists, then you will want to either rewrite those ads or use them with a different keyword lists. In addition to those brief rules of thumb, there are a lot of other best practice guidelines you will want to use in order to improve your results; however, for the time being, it is sufficient to focus only on those three until you significantly improved your results.

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Nicholas Kemp is an Internet Marketer and online educator. He speaks and read fluent Japanese. After living in Japan for 10 years he returned to Australia and started his own online business. He teaches people how to set up and run a profitable websites. He also teaches Japanese with the help of his Japanese wife and has produced several multimedia rich products that help people read and speak Japanese.