Pay per Click Marketing – SBM Unleashed
Presented by Christine Churchill
When you have no budget, search is your friend.
Christine is a big believer in a balanced approach: PPC, SEO, social media, blogging, etc.
When it comes to PPC, you really have to roll up your sleeves and get started. There are foundational things even big sites forget about, so it’s important to keep the fundamentals in mind.
Google has commanding share of search marketing. If you’re trying to get your product out there, Google is huge. So, Google is probably a good place to start for paid search.
Paid ads show up across the top and down the right hand side in Google. Pretty similar in other SEs as well.
SEO combined with paid search (and social media) is a powerful combination. Use PPC to get a fast start, use SEO to get long term results. Use PPC at a higher level until the SEO shows results. In many cases, you can decrease PPC expenditures as you start to rank higher in organic listings.
Learn more about the ways Diane can help improve the performance and profitability of your business web site, or request a no-obligation personal consultation, by visiting www.NineYards.com.
Being a huge advocate for http://Trust-Guard.com I would have to totally agree with your “Include trust factors” factor of making a good landing page. You said, “Testimonials, years in business, full contact information, privacy policy, product reviews and awards, guarantees, secure server indicator, trust seals or certifications, etc.” I know that the many Trust Guard customers that place Trust Seals on there sites find that there landing page is not only a good page but makes it a great page.
Thanks for the great article.
Great article, Diane. I enjoyed reading your tips. I do believe that SEO, PPC and social media is a powerful combination that delivers results.
It probably will not hurt though to keep your Google PPC listings since they usually show up not only on the top and on the right side, but also on all of the related web sites that affiliate with Google and other most important search engines.
@Garrett, thanks! Trust seals are indeed a good way to beef up a site’s credibility.
@Irina, thanks to you as well. But to give credit where it’s due, the tips are actually Christine’s — I’m just the humble reporter. And you’re absolutely right, one of the things that came out in the course of the conference was that keeping PPC listings alongside organic results was potentially a good idea for a number of reasons.
Thanks to you both for stopping by and sharing your thoughts! 🙂
Your ads will normally appear when one of your keywords is used by internet users, however it will not guarantee a conversion. Yes, it will somehow give space for a click but that click will only waste your PPC budget. Now, do you think giving them broad keywords tell them that by clicking your ads they will get what they really want in mind?
Perhaps changing this statement:
“Keywords: go very broad (unlike SEO where you tend to be more focused)”
to
“Keywords: go very broad but your primary keywords should be in focused”
Thanks for the informative report. Could I also add the value of having an experienced mentor. As you mentioned, PPC can be an expensive exercise when you don’t know what you are doing, or it can be an exciting and rewarding tool when the money starts rolling in. Find a good mentor and do what they do.
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