PPC Search Engine Submission: Issues To Be Addressed

PPC advertisements, if they hit it off with the targeted audience, can build a fortune for the advertiser. And that is why you see so many PPC advertisements out there - on almost every site (search engines and their affiliates). If you want your PPC advertisement to be a big hit, then you have to plan and manage your PPC campaign well.

Here are some issues to be addressed before you go about submitting your PPC advertisement to various search engines. If you want your advertisement campaign to be successful and bring in fruitful results, it is of utmost important to first ask yourself the following questions:

1. About your product: What am I selling? Is it a new product that the customers would like to try out before they buy? So, should I include a free trial offer in my PPC advertisement? Am I including the core features of my product into my advertisement?

Analyzing and figuring out what it is about your product that will hook the customer in is a great way to start building your advertisement.

2. About the keywords: Is the bid amount too high to justify a profit?

Let us assume you are selling a product worth $20 and your profit margins, excluding PPC advertisement costs, are 25%. Let us say you bid $2 on a keyword, and received 2,000 visitors out of which 100 actually purchased your product. This means that you have spent $4,000 (2,000 visitors × $2) to generate $2,000 (100 buyers × $20) worth of sales (out of which your profit is $500). This amounts to a loss of $3500 - a bad move any which way you look at it. So, bid on keywords that fit within your budget and work well within your product's price tag. Remember, on an average, only 2-5% of visitors will get converted into customers.

3. About the PPC search engine: Is the search engine/site where my advertisement is about to be published the right search engine for my product?

While it is true that Google, Yahoo, Ask and MSN are the leading players in the search engine sweepstakes - there is life beyond them. For example, if you are selling software that can jazz up MySpace blogs, you will be better off advertising it on MySpace.com rather than on Google or Yahoo. Always check out on the strengths of various search engines to determine which search engine will work well for your kind of product, and only then publish your advertisement on that search engine.

4. About visitors and customers: Have I installed a tracking software on my website? Am I going through the tracking reports? Am I following up on sales leads?

It is the duty of every Internet advertiser to find out where his visitors are coming from, and how many of them are getting converted into customers. This will help determine the conversion ratio and build an effective PPC budget.

5. About your advertisement: Does my advertisement connect with the customer straightaway? Or, do people need to read it a second time to figure out what it is saying? Have I tested my advertisement?

Internet surfers merely glance at PPC advertisements and click on them if and only if the ads manage to grab their attention in the first few seconds. Remember, your advertisement must be accurate, catchy and packed with simple words in a few short bursts. Above all, a professional must write it. Now, before the advertisement is released, the advertiser must ensure that upon clicking it lands on the right page without any errors.

6. About your marketing budget: Am I monitoring my marketing budget? Or, is my cash burning as I relax in my pajamas?

An Internet advertiser must never use up his entire marketing budget in one go - rather, he must pause his marketing campaign to figure out if his advertisement is doing well or not. If it is, he must go ahead - if not, he should deploy his money on other marketing methods.

These are some guidelines that can help you build an effective PPC advertisement campaign. We hope they will lead you on to success.

Pay Per Click Advertising