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| *Ostroff, Fair and Company>>>Search Engine Optimization |
My boss wants me to get his sponsored adword ad to the top of the list, how do I do that?? |
My boss wants me to get his sponsored adword ad to the top of the list, how do I do that?? Its expensive! You have to out bid everyone basically, which depending on the market can involve a huge CPC (cost per click). For a field with a decent amount of competition, you`re looking at 拢's per click, which unless you have a good conversion rate can quickly rack up a huge loss. You also need to make sure that you have a big budget, so that the ad will be shown for every search. For top spot this has to be big! For example, say you are paying 拢1 per click, and you budget is 拢100. This sounds a lot, but will only give you 100 clicks, which spread throughout the day will allow just over 4 clicks per hour. As a result, your ad will hardly ever be shown, it will be throttled back so it can only receive those 4 clicks each hour (roughly). For 拢1 a click again, to get say 50 clicks per hour which still isn't much, your looking at a budget of 拢1200 a day! Of course in your field, the prices may be cheaper than this, but its something you need to check. In most markets 拢1 a click won't get you very far. One thing you can do is to optimize your landing page. This is the page on your website that is put as the url in the advert, and the browser goes to when your ad is clicked. You need to make sure its relevant to your advert, and more importantly the keywords. The better the quality of the landing page, the less your cost per click is, as google wants the most relevant adverts shown first. In my own experience working with adwords, (and i`ve spent over 拢150,000 in the last 2 years for my employer), being at the top of the list isn't the best position! Although it logically seems the best place it doesn't work out like this. The main reason being is because its top of the list, you get a lot of people browsing clicking on it out of interest. They don't intend to buy, they just want a look. This ramps up your costs per day, and you get little out of it, as few go on to actually buy. Instead positions 4 - 6 are usually better. Because they are lower down, they only usually get clicked by people who are serious about buying. So as well as paying less per click, more people convert and so you get a better return on investment and more profit. This rule doesn't always apply, but it does work in most fields and its well worth trying. Also don't pay too much attention to googles CTR (click through rate figure). Everyone jumps on this as a factor of an ad's success, but its only a success to google who get the money for clicks! If an ad has a low click through rate, but 60% of those clicks convert to sales, it will make more profit than an ad which has a high click through rate, but only 5% of those clicks convert to sales. As a result the lower CTR can do much better in terms of profit which is the important thing! Pay more than anyone else per click. Remove the daily budget limit. Watch your costs spiral out of control. Why? it doesnt matter really..as long as you are on p1...(ok maybe top 2/3rd of p1)....but p2 is Loser City Arizona (sorry reggie). Anyway, getting to the top isn't so important in my opinion. Is your boss an ego-maniac? The following factors could help Make sure that the landing page is relevant to the wordings of your ad Design ads that have a catchy headline and clearly states what your visitor is likely to benefit from visiting the site, this increases your click through rate Increase your bid price To rank highly in the sponsored listings in google, it is thought that a combination of click through rate and bid amount are important Other internet marketing tips can be found at http://www.affiliatemarketingintro.com... |
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