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Reduce the cost of your pay per click - August 08In the UK, the vast majority of business website visits come from search engine click throughs and as we all know, Google is the dominant search engine.So to succeed online you must rank well with Google. Pay per click advertising can place you high in the sponsored links. But PPC campaigns can be very expensive. So how do you get the click through traffic you need without breaking the bank? First, identify the key terms your customers are likely to search under. Accurately assess their mindset and reduce the number of keywords you use to save money. Secondly, go for exact matches instead of broad terminology. Broad matches drive more people to your ads but most will not be looking for you. Their click throughs are a waste of effort. Exact terms deliver higher conversion rates. Thirdly, use 'long tail' key words - key phrases that offer greater focus. Think about your geographic focus here. For example, instead of paying for 'solicitor' try the phrase 'Manchester corporate solicitor' if you want business law customers in this region. Now that your expenditure is falling dramatically next try adjusting your ad running times. If your customers are online more in the morning focus your ads accordingly. Use a demographic filter. This tool can help you identify groups attracted to your products while a calibrated filter can direct your PPC campaigns more effectively. To truly optimise your campaign there's another measure you need to take that can actually decrease the cost of your ppc against your competitors. Remember that Google rewards you for offering visitors an expedite service and aligns your ability to achieve this to server speed. A faster site can pay less and place higher than a slower competitor. Finally, top ranking is best but not everything. Aiming for the top three can deliver equally good results at lower cost if your advertising copy is effective. Guest column by Lawrence Jones |
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