Advertising internet marketing michigan
If you’re going to be successful, you must learn quickly how to use Google to your advantage. There are HUGE differences between how Google treats its organic results (or left side results) and the AdWords/Pay-Per-Click (right side and beige box) results, and there are HUGE differences in strategy in how to use them.
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You hear a lot of things that will attract you to Google AdWords/pay per click. Instant traffic. Instant position in search. Instant return on investment. Instant dollars in your pocket. Instant better search engine position. These things you hear are all true to some degree; it just depends on how large your budget is and how you execute your pay-per-click strategy.
Let’s say that you had an unlimited budget with infinite cash to spend every day. A smart marketer in this situation would blanket Google AdWords with as many keywords as possible that they felt had search traffic and some chance of conversion. A smart marketer would also track carefully in the first month the keywords that produce clicks and the keywords within that set that produce conversions from those clicks. So now, as a savvy marketer, you’ve used your budget to quickly establish good quality keywords that fit your business and website, and you’ve optimized your budget to focus on getting heavy coverage and aggressive bidding for those keywords.
Now for the real world. You do not have an infinite budget.
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Now for the real world. You do not have an infinite budget.
Use AdWords for a month as aggressively as you can afford and heavily track the results just like described above. Figure out which keywords “work” in terms of clicks and conversions. Establish ratios and percentages so you know what trends your AdWords usage will follow. If those percentages and ratios show that the COST per conversion is substantially lower than the revenue and profits generated from each conversion, then you know AdWords can operate as a sustainable part of your marketing plan. You can scale up your marketing spend with confidence that profits will increase accordingly.
Since AdWords is a direct, immediate response advertising vehicle, it really can only be used for direct sales. Don’t use AdWords to try to create general awareness. You won’t be able to afford it. Every click costs money, so just driving traffic to blog pages or website content is going to get very expensive. The traffic from AdWords must convert. Also, you can get caught in a bidding war for the good keywords, and your cost per click can vary dramatically over time.
Recent Google restructuring also is making AdWords a cleaner and more legitimate environment. Keywords must match the ad copy that the advertiser is using to lure traffic. The ad copy then in turn must be consistent and match somewhat to the landing page it is directed to. If it doesn’t, you can lose your AdWords account.
Some general conclusions for you. AdWords is an extremely competitive environment and can get very expensive as a traffic generation tool. It also can produce a good return on investment as a direct sales tool and volume generator. Therefore, if you can afford it, it makes sense to keep in your marketing plan. If you start out with a budget and are investing dollars in your business, smart AdWords usage can fund its own portion of your budget and create a good, steady monthly income flow for you.
Part of the recommended AdWords start-up involves defining the best click and conversion producing keywords through real world testing. The most successful internet marketers produce high amounts of traffic for very little cost, and here’s how. Once you have defined the keywords that “work”, you must work hard to get your website appearing high in the organic search for those keywords. Organic search traffic is free, and top Google position creates much higher traffic flow and higher conversions than AdWords. The added credibility of being a recognized Google resource tells traffic that you are person or institution that can be trusted!
How do you get top position for the keywords that work? Read the article on Search Engine Algorithms so you understand what you are dealing with, and also should try some of the Hot SEO Tips for 2010, which may help you get short term results through piggy backing on other websites until you catch up. Also, for some excitement, learn about how much good search engine position is worth.
There’s a lot more to know. SEO is a complicated business and a huge consulting industry on its own. Doing the things highlight in this article can REALLY help you get results in 2010, so that you see some return on your time and resources spent. Running an online network marketing business is all about getting some success early, so you can keep your enthusiasm high and build upon the results.
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