”Profitable Web Site Promotion
With Pay Per Click!”

Every once in a while, something sets the world of web site promotion on its ear. Google Adwords (You know those quirky little three line ads that run on the right side of the Google page, and lots of other places too) is one of those things.

Not so long ago, Google was just a tiny little search engine upstart, frequented by geeks, nerds, and pocket protected propeller heads. Today, it’s the search engine of choice for the throngs of humanity.

Why?

Google built a better mousetrap, by increasing the relevancy of the searches that it provided. They figured that what people wanted were better search results, and not a page full of graphical clutter. And boy did they figure right.

With Adwords, the same principles apply. You should be aware of the subtle implications.

Unlike other pay per click programs, which operate like simple keyword auctions, Google has taken steps to maintain the quality of the user experience. So with Google Adwords, website promotion that relies on outbidding other advertisers DOES NOT ensure an advertiser’s ads will be more visible.

Those ads must also be relevant.

Google actually rewards you for relevancy, by automatically positioning your ads more favorably, and punishes you for irrelevancy, by positioning them less so. And your keywords & campaigns will be shut down all together, if your ads fall below a minimum relevancy threshold.

“How Does Google Determine Relevancy?”

Alchemy aside, the fundamental principles are the frequency with which people click on your ads, and the closeness of the match between the search terms you’ve selected, and those used by people searching.

So what does this mean to you, the advertiser striving for more effective website promotion?

It means that if you’re privy to some secrets, you can sneak your way into the game, ON THE CHEAP. If you’re not, you’ll fume & fuss with frustration as Google disables your keywords, and shuts down your campaigns.

Many advertisers bid on the wrong key words, pay too much for them, use ineffective copy, and otherwise blow their brains out with pay per click.

But if you know how, you can finesse your way into even the most hotly contested categories, for as little as 5 cents a visitor.

To the outsider, an ad is just an ad. What can you say in 95 characters (including spaces) or less that could possibly positively differentiate your website promotion message from potentially dozens of other advertisers?

The answer is amazing but true.

Small & sometimes TINY differences in the wording of ads can & do result in large differences in click through rates! Print advertisers have known this for decades.

As strange as this may sound, using Google Adwords effectively has a lot to do with mastering the two-step classified advertising techniques practiced by the mail order masters.

If you know exactly how to appeal to human instincts & motivations in the wording of your ads, and you pay careful attention to the message to market match, and you apply scientific advertising principles to your analysis of the information that Adwords provides you, you can achieve profitable web site promotion in no time flat!

In mail order, advertisers used response codes to scientifically track the effectiveness of their advertising. Testing & refinement was a painstaking manual process that took months.

With Adwords, you receive instant feedback about your website promotion, and loads of information about your audience that will forever remain a mystery to off line advertisers.

This feedback allows you to fine tune your messages far more quickly than in the offline world. You use it to tightly match your ads to the self-talk already going on inside your prospect’s heads. When your website promotion message does this, it is guaranteed to yield results!

“The Crux Of The Biscuit!”

In a nutshell, there are two metrics to consider. First, the effectiveness of your ad at attracting clicks through to your site. And secondly, the results of those visits, relative to each keyword you are bidding on.

The secret to success lies in the tightness of the match between what these visitors expect to find in terms of emotional benefits (your pre click thru promise), & the satisfaction of that promise on your landing page, once they click through.

Adwords actually lets you monitor not only the click through rates of your ads & the click through rates of individual keywords, but also the conversion rates. So you can see where your sales message has the most traction, & the least. After all, why would you want to continue paying for keywords that attract loads of visitors, but few sales or enquiries?

I don’t advertise anywhere, online or off, until I’ve tested market reaction & refined my message thoroughly on Adwords first.

You can do the same, and reap dramatic improvements in the return you get from every advertising dollar invested, online & off!

Of course, the relationships between keywords, Adwords copy, & the copy on the landing page can become complex.

Here’s some further reading that can help you cut the PPC website promotion learning curve FAST!

The great merchandiser John Wanamaker one said, “Half Of My Advertising Dollars Are Wasted. If I Only Knew Which Half”. Using Google Adwords & a little knowledge, you no longer have this excuse.

And check out PayPerClickSearchEngines.com. It’s a comprehensive & impartial directory of pay-per-click search engines. Once you’re up and running with Google, you may want to pile on the traffic with some of the other top engines. There's a wonderful traffic stats page there, that gives you a rough idea of the traffic that the various pay-per-click search engines get.

Until next time, Good Selling!