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Find Your PPC Niche

Find Your PPC Niche

Pay per click (ppc) advertising can be costly. If you take the standard approach i.e. bidding for popular and competitive keywords, then you're open to high costs and potential click fraud. I know this from experience.

When done correctly, ppc advertising can be a great way of driving targeted traffic to your site, therefore creating more qualified leads. This is especially beneficial if you're selling high end or high margin products or services. It can also work well if you're promoting a business opportunity.

Google and Yahoo Search Marketing (formerly Overture) are two popular ppc search engines that I use and several years of experience have taught me the following points for success:

1) Have a nice, well written website. It's great generating traffic, but if your site is poor quality / has poor copy, the traffic is wasted.

2) Brainstorm a list of keywords. Think 'what type of people do I want to attract and what kind of things might they type into the search engines?’

3) Think of variations on those keywords that are not so obvious. Examples could be, instead of 'local property' try 'cheap property in mytown' or instead of 'web design' try 'good value web design'. The list could be virtually unlimited.

4) Group your keywords into related groups.

5) Decide on your daily / weekly budget and start small.

6) If you’re going to bid for popular keywords, just switch them on for a certain part of the day, or a certain day of the week – don’t leave them running all the time otherwise your account will deplete very quickly and you’re more subject to click fraud. I call this strategy 'spiking'.

7) Add a conversion tracker to your site so you know which keywords are actually turning into sales / conversions.

8) Monitor your campaign and tweak as necessary.

Here are some pitfalls to avoid:

1) Don't bid for the most popular keywords - my rule of thumb is not to pay for than 50p (approx. $0.80) per click, certainly no more than 10% of your daily budget on one keyword/phrase.

2) Don't be tempted to spend more than you can afford.

3) Work out your ROI (return on investment). Does the change in sales / business justify the cost on ppc advertising?

4) Give it time and monitor your stats every month.

As more people start to use ppc search engines to promote their business, then it will become more important to find niche keywords. Play it smart and it will be an important and successful part of your marketing campaign.





Find Your PPC Niche - To learn more about this author, visit Paul Flintoft's Website.

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Are your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website

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