You probably don’t realize it, but you have the ultimate tool for business success right in front of you. Assuming you sell a reasonably high quality product or service, all you have to do to be successful is get people to your web site and then use the words on your site to convince your visitors to do business with you. Fortunately, there is a marketing technique that can accomplish both of these objectives:
Pay per Click!
Or, as we usually refer to it, paid search marketing. With paid search, you can find the marketing copy that turns visitors into customers. You can run multiple ads for sets of keywords (ad groups), with each ad linking to a different landing page. You can then use the landing pages to test different copy. Make sure you set your ad groups to display the ads an even number of times (turn optimization off). After a few days or weeks (however long it takes to generate a few hundred clicks), you will have some very solid data showing which landing pages (and which copy) generate the most sales or leads.
Once you have figured out what copy converts visitors into customers or clients, it is time to get more aggressive with your campaign. Direct all your traffic to the best landing page. Increase your budget. Increase your bids (although keep an eye on your return on ad spend – you don’t want to bid too high).
One critical component of making this technique work is to make sure you have conversion tracking in place. This is very easy. All you have to do is place a snippet of code supplied by the search engine on your conversion confirmation page. This will allow you to make the connection between specific keywords, ads, landing pages, and conversions.
Many times in life, the things that work seem too simple to believe. Success is not about carrying out some complicated plan – it’s about doing the simple things very well. Create a plan for your business based on the technique discussed in this article, and you are guaranteed to succeed. Just don’t rush the process. Be patient, and make sure you have enough data to analyze before making any big decisions.
If you could use some help implementing a data-based pay per click management plan, contact Work Media at 888-299-4837 or Info@WorkMedia.net.