How To Get The Highest Rate Of Return From Your Pay Per Click Search Engine Advertising

I decided to write this article after reading an informative study created by Jupiter Research. It asked company’s how they rated the overall effectiveness of their search engine advertising campaigns. I was shocked by how many companies determined their advertising campaign effectiveness by the level of traffic that flows into their site. This is a horrible mistake that can result in loss of advertising dollars for many companies.

Let’s say that you purchase an online advertisement and it resulted in 10,000 clicks to your website. What if this advertisement cost you $1000 and resulted in zero sales. On the other hand what if you purchased another method of advertising for $1000 and it resulted in only 200 clicks to your website. This is a much lower amount of clicks to your site but it resulted in 5 sales. Which would you rather have? More clicks to your website or more sales? I would choose the sales! Companies have to choose the option which will put more advertising dollars in their pocket instead of worrying about how much traffic is flowing to their website.

In order to get the highest rate of return from your pay per click advertising, advertisers have to “measure” their sales and leads generated from their search engine campaigns. Luckily this is much easier to measure these days since the inception of Yahoo’s and Google’s conversion tracking tools. Both Yahoo and Google have created a way for you to track sales and leads generated from your website. In both your Yahoo and Google accounts there will be a code that you place in the html on your website. The code is usually placed on the page that results after the sale or lead has been generated. Every time a customer purchases one of your products or fills out a form, Yahoo and Google will track it back to your account. You will then be able to see which keyword has generated the sale or lead. This way you can monitor you keywords and increase the bids of the keywords that generate the highest amount of sales or leads. And lower the bids of the keywords that are generating no sales and are resulting in a loss of advertising dollars. You may want to delete the keywords that have resulted in a certain amount of clicks that have resulted in zero sales.

Another way to increase your rate of return from pay per click advertising is to make sure you keep the “title” and “content” in your Yahoo and Google ads extremely targeted. For instance, if you are advertising “loans”, make sure that that the people who are clicking on your advertisements know exactly which type of loan you are advertising. If you are advertising “mortgage loans” you do not want people who are searching for an “auto loan” or “student loan” to click on your ad. This will run up your advertising expense and send traffic to your site which will result in zero sales.

Lastly, In order to make sure your visitors are looking for your exact products. Make sure you place the important keywords in both your “title” and “description”. If you are advertising televisions and you only sell plasma televisions. Make sure you place “plasma television” in both the title and description of your pay per click advertising.

By: Jennifer Galanty

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By Jennifer Galanty, Search Engine Marketing Consultant. Jennifer specializes in managing Pay Per Click Advertising campaigns for companies who wish to advertise on Yahoo, Google and MSN. Please address all inquiries to contact@mklgenterprises.com or visit: mklgenterprises.com.