Internet Marketing Ad Campaigns

Getting Started with Pay Per Click Advertising

Pay Per Click advertising is a great way to market your business through the search engines. It is especially useful when your site is having trouble ranking well in the free, organic search engine results.

Here's a handy guide to help you get started with your Internet marketing campaign(s). Once you make these preliminary marketing decisions, we will set up and manage your campaign(s) accordingly. Here are the initial decisions we will look to you to make before setting up your account:

Where to Market:

Where would you like your ads to be seen? You have the option of choosing to show your ads, locally, nationally or internationally. Local ads only show up to people in the mapping radius you choose.

Ad Format:

With the Google AdWords program, your ad format options are: Text, Image, Video, Newspaper or Radio.

Ad Reach:

Your company has the ability advertise in search results as well as on websites participating in either the Google AdSense program or the Yahoo Publisher Network. When setting up your ad campaign we will ask you whether you want to target the content network as well as search. Additionally, if using newspaper or radio ad format, you should determine which stations or papers you would like to advertise in.

Time of Day:

Some businesses benefit by showing their ads only at certain times of the day. Would yours?

Keywords and Phrases:

You will decide which search keywords you want to target for your website. We can provide you tools to help you come up with an expanded list, but you will want to come up with a basic keyword foundation. Oftentimes, your best keywords could be highly competitive and perhaps not cost effective, so be prepared to use variations, misspellings, synonyms or phrases.

Campaign Audience(s):

To get the most out of your ads, you should decide upon clearly defined campaign audience(s). Teenagers? Mothers? Resellers? Collectors?

Landing Page(s):

Landing pages are key to the success of your ads and are critical to your ad program's quality score. It's best to set up a good landing page specifically for your ads so that the potential customer isn't dropped off at the front door of your website. For example: if your ad targets a specific model of a TV, the person who clicks your ad should be sent to a page on your site where they could purchase that exact TV rather than the home page.

We know what makes a successful landing page and will help you create as many as you need.

Ad Wording:

We have tricks and techniques that work well for ads, but you will want to have an idea of the message you want to get across or the action you would like the customer to take.

Number of Ad Campaigns:

The number of ad campaigns or ad groups you have, will depend on what you are marketing, where you are marketing and who you are marketing to. If you have an eCommerce shop, it is very likely you will have one campaign for each product or product category you wish to market. We will help you determine this number based on the information in the above categories.

Cost:

What is your daily budget? This doesn't mean you'll spend that much a day at all---it just means that's your cap for that day's worth of Pay Per Click advertising. We can help you narrow this down, by looking up expected cost for your targeted keywords.

Most ad programs such as Google AdWords and Yahoo Overture use a CPC (Cost Per Click) or CPM (Cost per Thousand Impressions) based cost model. We can help you determine a monthly budget that works for your company.