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Paid For Advertising

Paid for advertising is a great way to get more traffic to your site, but it can become expensive if you aren’t careful. So how do you make sure you are getting the most out of your paid ads? There are several simple things you can do to make sure we are getting it as cheap as you can.

1. Long Tail Keywords

The main thing you need to understand before jumping into paid for advertising is how it all works – more specifically, how keywords work. Google’s AdWords tool and Keyword Spy are both great tools for discovering keywords in your industry.

Most people initially choose very broad keywords because they have large numbers of clicks. These are called “head” keywords and for most people are expensive and ineffective. It is important to remember that you aren’t looking for the highest-traffic keywords, you’re looking for the words that your customers use to search for you.

Look for something called “long tail keywords.” These keywords are the longer, more specific keywords that, when added together, make up the majority of search-driven traffic.  The key that you have to remember is you will get a lot more for your money by targeting a large number of lower-traffic terms than by targeting a small number of higher-traffic terms.

2. Know Your Options

There are a lot of places to buy ads for your paid for advertising, and each site will have its own strengths and weaknesses. To start with, you should understand some of the major types of paid advertising.

Display Ads or Banner Ads – Banner ads immediately come to mind when you think about online advertising, they are very common and come in a variety of sizes. These ads can be effective, but they tend to target customers who are not actively looking for something new.

Text Ads – Text ads are the ones you usually see whilst searching on Google. These ads are less expensive than display ads and target customers that actually are looking for something specific. They can be very effective but depend heavily on good keyword research. Here are a few of the places you should try listing your ads, though there certainly are many others:

Google AdWords. – Google AdWords offer display and text ads associated with targeted keywords. AdWords are a clear choice for any campaign. Bonus Tip: Your Google Adwords rewards long-term customers with better“quality scores”.

Bing or Yahoo. – Bing and Yahoo both offer alternative ad platforms that work similarly to Google’s. Some people find that, while these search engines bring less traffic, the overall ROI can be better because you have less competition.

Social Advertising. – Social advertising has grown enormously over the last few years. These ads combine text and display elements and are targeted based on user preferences, demographics, and location. Depending on your business type, Facebook, Instagram and LinkedIn are valid options to consider.

BuySellAds or Direct Buy. – BuySellAds.com is a great place to go to find additional display ad opportunities. These usually allow you to “rent” space on a site or a blog for a fixed cost. Additional opportunities like this can exist if you contact some of your favorite bloggers directly.

In the beginning, try several of these options before you make any final decisions about where you want to put your money. Careful ad tracking will tell you which ad type gives you the best return.

3. Track Your Ads

If you aren’t able to see how each of your ads are performing, then you shouldn’t be buying paid advertising. The beautiful thing about paid for advertising is that you get the opportunity to track everything. Google Analytics is an absolute must when it comes to online ad buying. This analytics package is free and easy to install.

Once you have become familiar with Google Analytics Custom Campaigns you will be able to create a customized URL for each ad that helps you see the performance for all of your advertising. Using Google Analytics in this way gives you a single dashboard for comparing all of your advertising campaigns.

4. Importance Of A Landing Page

It is important to send incoming visitors to a unique page (called a landing page or squeeze page) on your website, rather than your homepage. There are three very good reasons for doing this:

  1. Landing pages allow you to customise your message for incoming visitors.
  2. Custom landing pages allow you to push visitors toward specific actions, such as downloading a free eBook.
  3. Landing pages make tracking your visits very easy.

Create a Call to Action – Once your visitor has arrived at your landing page, how do you convert them into a lead or a customer? Every page you send them to should have a clear call to action, it’s the difference between a sale and wasted money. Simply ask yourself, “What do I want them to do the most?” and create the page accordingly.

Use A/B Testing – Small tweaks and adjustments can make a huge difference in your overall conversion rate. A/B testing is about making only a single, testable, change each time. By testing a single change, you will be able to analyse what works best. A/B testing is an ongoing process, so don’t stop.

5. Review Your Results

Don’t look at your results every day, it is best to wait so that your analytics have time to accumulate accurate trends and information for your paid for advertising. This might be monthly, or it may be weekly. Checking monthly is a good plan for picking up broad shifts.

Be prepared to kill keywords that are under-performing. Remember, the cost for each conversion is important, not clicks. Clicks just waste money unless they are doing something purposeful for you. With all paid advertising, especially AdWords, the longer you run your ads, the better your rates and quality score will become. This is particularly true if you use good A/B testing and are constantly refining your ad.

6. Set a Budget and Plan Long-term

Paid for advertising is something that you will doing for a while. Don’t expect to be finished in a couple of weeks. You need to give it time to tweak to get the best results as paid for advertising isn’t a quick-fix solution, but rather one that requires patience and observation.

 

Paid For Advertising – FREE Training

  1. CPA Marketing Excellence
  2. PPC Made Easy