Colin Parker
17th August 2009, 20:41
It is always good to get back to basics and for anyone new to PPC or for those wanting to improve performance here is a tried tested and proven formula for maximising your opportunity to make money.
This formula applies no matter what your product or service.
1. Bid on exact match 'long tail' and/or 'intent to buy' keywords.
Long tail keywords have three or more words in the search term and therefore tend to be entered by searchers who know specifically what they want. The more specific the search the more likely it is that the searcher has a more immediate intent to buy. And 'buyers' are what you want, not 'tyre kickers'.
If relevant to your market include words such as 'cost' 'price' 'compare' 'offers' etc., in the keywords you bid on as again these all imply an intention to buy. If your product has colours bid on those individually etc.
Think long tail and be specific and then only bid (especially initially) on exact match. That way you leave nothing to chance and don't have to worry about using negative keywords to block unwanted impressions and clicks.
2. Put your keywords into highly specific groups and write highly specific ads.
For example have separate groups for keywords related to 'blue widgets' 'brown widgets' or 'compare widgets' 'widget offers' etc.
Write ads which contain these keywords in the headline and in the text.
3 . Design highly specific squeeze pages.
A squeeze page is a one page site specific to the keyword whose sole purpose is to capture the name and contact details, especially the email address, of the visitor.
Unless your business allows you no other alternative DO NOT try and sell something on your website. Give the visitor an incentive to 'sign in' by giving them a free guide/free ebook/free review etc.
Google your product or service for free articles or ebooks you can give away - you will be amazed at what you will find.
A good squeeze page will convert anywhere between 20% to 60%+ of visitors into subscribers and potential future customers. If you try and sell directly off the page you might be lucky to get even 1% or 2% conversion.
Google 'squeeze pages' and 'website conversion' to get more information on how to design a squeeze page.
TIP. Keep the text on your squeeze page relatively short, clearly spell out the benefits of your product and DO NOT give links to any other pages. Links just distract the visitor and make it less likely, not more likely, that they will subscribe.
4. Take your subscribers directly to a Thank You page.
This page will thank the visitor for subscribing and either give them a link to the free info or direct them to check their email for the download link.
This simple 'Thank You' page is already starting to build a relationship with the subscriber. Do not underestimate it's importance.
5. If the visitor has given you a telephone number call them within 24 hours.
Visitors rarely give tel. no's unless there is a serious interest. Depending on your product or service you may decide to call them immediately. Don't leave it longer than 24 hours.
6. Use an Autoresponder to send a sequence of emails.
Sign up with Aweber/Constant Contact etc., and set up a sequence of emails to send to your subscribers. Give your subscribers more free information, reviews etc., but in each email 'sell' your product or service.
This builds your credibility and establishes a relationship with your subscribers.
7. Subdivide your subscribers into 'hot prospects'.
With Aweber and Constant Contact you can monitor who is opening your emails, put these subscribers onto a separate list and send them weekly special offers.
Also send them questionaires to find out exactly what they are looking for. Then send them highly specific offers or information.
If you follow this process you will build a subscriber list that will pay for your PPC investment many times over. You will find that many subscribers may not buy until they have received 6 to 12 emails so do not give in during the early stages. The important factor initially is building your subscription list ... believe me this is GOLD.
I have had to be fairly general in describing this process so you need to adapt it to your business. But the basis of this tried, tested and proven formula is ...
Build a highly specific keyword advertising campaign, build a high converting squeeze page, build a subscriber list. build an ongoing relationship with your list and from that you will build your sales and profits.
Hope this helps.
Colin Parker
This formula applies no matter what your product or service.
1. Bid on exact match 'long tail' and/or 'intent to buy' keywords.
Long tail keywords have three or more words in the search term and therefore tend to be entered by searchers who know specifically what they want. The more specific the search the more likely it is that the searcher has a more immediate intent to buy. And 'buyers' are what you want, not 'tyre kickers'.
If relevant to your market include words such as 'cost' 'price' 'compare' 'offers' etc., in the keywords you bid on as again these all imply an intention to buy. If your product has colours bid on those individually etc.
Think long tail and be specific and then only bid (especially initially) on exact match. That way you leave nothing to chance and don't have to worry about using negative keywords to block unwanted impressions and clicks.
2. Put your keywords into highly specific groups and write highly specific ads.
For example have separate groups for keywords related to 'blue widgets' 'brown widgets' or 'compare widgets' 'widget offers' etc.
Write ads which contain these keywords in the headline and in the text.
3 . Design highly specific squeeze pages.
A squeeze page is a one page site specific to the keyword whose sole purpose is to capture the name and contact details, especially the email address, of the visitor.
Unless your business allows you no other alternative DO NOT try and sell something on your website. Give the visitor an incentive to 'sign in' by giving them a free guide/free ebook/free review etc.
Google your product or service for free articles or ebooks you can give away - you will be amazed at what you will find.
A good squeeze page will convert anywhere between 20% to 60%+ of visitors into subscribers and potential future customers. If you try and sell directly off the page you might be lucky to get even 1% or 2% conversion.
Google 'squeeze pages' and 'website conversion' to get more information on how to design a squeeze page.
TIP. Keep the text on your squeeze page relatively short, clearly spell out the benefits of your product and DO NOT give links to any other pages. Links just distract the visitor and make it less likely, not more likely, that they will subscribe.
4. Take your subscribers directly to a Thank You page.
This page will thank the visitor for subscribing and either give them a link to the free info or direct them to check their email for the download link.
This simple 'Thank You' page is already starting to build a relationship with the subscriber. Do not underestimate it's importance.
5. If the visitor has given you a telephone number call them within 24 hours.
Visitors rarely give tel. no's unless there is a serious interest. Depending on your product or service you may decide to call them immediately. Don't leave it longer than 24 hours.
6. Use an Autoresponder to send a sequence of emails.
Sign up with Aweber/Constant Contact etc., and set up a sequence of emails to send to your subscribers. Give your subscribers more free information, reviews etc., but in each email 'sell' your product or service.
This builds your credibility and establishes a relationship with your subscribers.
7. Subdivide your subscribers into 'hot prospects'.
With Aweber and Constant Contact you can monitor who is opening your emails, put these subscribers onto a separate list and send them weekly special offers.
Also send them questionaires to find out exactly what they are looking for. Then send them highly specific offers or information.
If you follow this process you will build a subscriber list that will pay for your PPC investment many times over. You will find that many subscribers may not buy until they have received 6 to 12 emails so do not give in during the early stages. The important factor initially is building your subscription list ... believe me this is GOLD.
I have had to be fairly general in describing this process so you need to adapt it to your business. But the basis of this tried, tested and proven formula is ...
Build a highly specific keyword advertising campaign, build a high converting squeeze page, build a subscriber list. build an ongoing relationship with your list and from that you will build your sales and profits.
Hope this helps.
Colin Parker