By: Daniel Yomtobian, CEO of Advertise.com
Recently I read a story in the New York Times about a young woman and entrepreneur Amy Gottesman. After retiring from her career in retail and missing her income she decided to start her own website offering entertainment for parties called Smash Party Entertainment. The article describes Amy’s success with a Google Adwords PPC campaign, noting that her ability to bid on the correct phrase led to progressive revenue growth.
Later the same reporter, David H. Freedman, followed his article up with Seven Pay-Per-Click Mistakes to Avoid. David provided his readers who were tempted by Amy’s success with the following tips:
- Do not give up before you pull in enough clicks to allow for the sort of analysis that can lead to vast improvements in results.
- Do not focus on click-through rates. The most obvious measure of a pay-per-click campaign is the percentage of time that a displayed ad is clicked on. If you get a single click for every ten thousand times an ad is displayed, you have a low click-through rate. If you get a click one out of four times, according to David, you’re a click-through genius.
- Master conversion metrics. The biggest advantage to online advertising is an improved ability to calculate your return on investment.
- Set the right budget.
- Tweak everything relentlessly. Even if you’re making big bucks on pay-per-click, adjust relentlessly — it’s so easy to do, carries so little risk, and has such a huge potential upside.
- Don’t shoot too high. If your keywords aren’t highly desired by other advertisers, you can grab good ad placement for pennies. But if you’re selling high-ticket goods or services in a crowded industry, and particularly if you’re going up against better-heeled competitors, you can face thousand-dollar bids on hot keywords.
- Reassess your strategy. Even after you’ve got everything optimized and running smoothly and profitably, it’s a good idea to take a step back every so often and see if there isn’t some way to take it up to a higher level or to adapt to changing conditions.
David offered a great case study along with some excellent advice for those looking to foray into the world of online advertising. At Advertise.com we ask small and large businesses alike to look for ways to complement the work they do with Google. Take our Keyword Marketplace for example, the world’s largest privately-held network of high quality organic search, contextual, domain parking, browser toolbar, semantic keyword hot spots and email pay per click (PPC) publishers. So what does all that mean? The Keyword Marketplace allows advertisers to go beyond expectations in driving traffic and exceeding their online marketing goals.
Let’s go back to our friend Amy, without taking away from the success she has seen using Google, she could potentially reach even more eyes and garner more ROI by utilizing the Keyword Marketplace to reach internet users beyond conventional search traffic providing exposure to over 700 million additional impressions daily! These exclusive publisher partnerships deliver the additional high performing traffic that online businesses need to succeed in today’s competitive online marketplace.