Back to keywords, "It's all about keywords," the focus for your PPC ad is relevant keywords. The keywords you choose will probably be chosen the cost to use them. If you can target some 5-cent and 10-cent keywords, you can get more exposure for your budget. In contrast, if you target only high-priced keywords, you will usually be competing against deep-pocket competitors that have a huge presence and your exposure will be limited.
Select 10 or more keywords and ads for those keywords. Our goal is to target a specific demographic with our keyword selection. However, make sure that the keywords are not so obscure that you lose site of your demographic and get click-throughs. If you target using the keyword "web design" your competition will be very high. If you use the keyword, web design Reno, you have a much higher chance of getting productive click-throughs.
Determine which keywords you want to target, it's ok to look at what the competition is doing. Simply go to Google (http://adwords.google.com) or Yahoo (http://searchmarketing.yahoo.com) and enter the keyword or keyword phrase into the search block. When the results are displayed, pay attention to the ads that show up on the right-hand side of the page under Sponsored Links. Get a feel for the ad content, especially those that appear on the first page and in the top positions.
If you intentionally click on a competitor's ads with the idea of costing them advertising dollars, both Google and Yahoo would construe it as click fraud. Don't do what you wouldn't want done to you.
Now that you have looked at the competitions ads, start to think about your own ad. We will use Google AdWords for our example. You only have five lines for each ad. Plan your Google ad with the following in mind:
Identify targeted keywords, use them, offer enticement using attractor phrases and test your ads for the best producers.
Your homework this week is to study PPC ads of your competitors and devise several ads using targeted keywords. It is easy to set up ad campaigns and both Google and Yahoo Search Marketing do a good job of leading you through the process. Determine how much you are willing to spend each day on your ad campaign; and check back frequently to see how well your ad is pulling traffic.
Copyright ©2008 TAO Consultants, Inc. All rights reserved.
Chesa Keane of TAO Consultants, home of the Computer Goddess®, has been involved with the internet for 10 years through internet consulting, web development and search engine optimization. Go to www.computergoddess.com for a free Search Engine Optimization Checklist to make sure that you or your internet SEO specialist are not missing critical steps toward getting your website listed prominently with the search engines.
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