Nine Tips to Make Sure Your Paid Search Marketing Costs You as Much as Possible

I don’t know if you’ve heard, people, but we are in a recession. Unemployment is on the rise…profits are on the decline…and everybody is going to have to do their part – do their part to preserve the profitability of Google and every other online advertising company. So here are my top nine tips for making sure that you waste as much money as possible on your pay per click campaigns. Google needs you…and your money. So let’s get going!

1. Send all traffic to your home page. Always assume that a person arriving at your home page can find his way to the actual information he was looking for. Make your visitors click as many different links as possible to get to their destination. Make a game out of it.

2. Give your visitors lots and lots of options. The more different buttons and links there are to click, the better. Make your site as confusing as possible to navigate.

3. Always, ALWAYS bid for the number one ad spot. Being number one should be your top priority above any other consideration, such as return on investment. Don’t be a wimp.

4. Use vague, broad keywords. The less specific, and the less relevant to your actual business, the better. Avoid keywords that would be used by someone nearly ready to make a purchase.

5. Write generic, boring ads that do not use the keywords in the headline or copy. And never, ever use dynamic keyword insertion. It just makes the ads match up too well with the keywords.

6. Only run one ad for each of your ad groups. Who knows your customers or market better than you? If you think you know what ad copy will be most effective in generating clicks or conversions, just go with your gut. Split-testing is too much work.

7. Run your account wide open. Make sure your ads are online 24 hours a day in every possible market. This is branding, man! Get your name out there!

8. Never look at your account statistics. Just assume that your account is doing great and generating leads or sales. After all, you set it up, so it must be right!

9. Only advertise on Google. You enjoy drinking the king of beers, and you only advertise on the king of search engines. Why spend all that time trying out different platforms?

Follow these nine tips and you will be guaranteed to give Google lots of your money and see as little as possible in results. So whip out that credit card and let’s get started running some ads!

It should be obvious that if you actually want to have SUCCESS in your pay per click marketing, you should pretty well do the opposite of everything listed above. Unfortunately, the above tips actually describe the way many inexperienced business owners or marketers run their pay per click accounts. Forget about any long list of tips. Here is a piece of advice that succinctly summarizes how to be successful with pay per click:

Be specific and test everything.

In other words, be specific with your keywords, ad copy, and Landing Page Copy. Test different advertising platforms, ad types, ad positions, ad copy and landing page copy. And watch your stats so that you will know the results of your testing. Good luck!

If you’d like to learn how professionals manage pay per click campaigns, check out Scientific Search Engine Marketing: Strategies for Maximizing Your Pay per Click Return on Investment, available on Amazon.com or via digital download at http://workmedia.net/scientific-search-engine-marketing/.

About the Author

Jerry Work is president of Work Media, LLC, a search engine marketing company in Nashville. He is the author of numerous Internet marketing guides and articles available at http://www.WorkMedia.net.

You can find articles by Jerry at the TalentZoo.com website under SEM skinny.

Dynamic Landing Page Platform

Web to Print: Gutenberg Online

Print, like Marketing, has gone online and digital. Technology makes them powerful allies!

Web-based Marketing

There is no question that the Internet has revolutionized the world of marketing. It has dramatically lowered Marketing’s cost per contact and significantly enhanced its reach. It not only provides new ways to contact potential customers, online marketing also encompasses digital management of customer data and support systems that facilitate customer relationship management. Web marketing’s most powerful feature, however, is its ability to provide direct and immediate customer feedback to the marketer as a driver of the Web 2.0 phenomenon.

Web-based Printing

Long time print industry veterans often cry the blues as they see many traditional print applications replaced by online and digital technologies, including “threats” like email marketing and more recently Web 2.0.  However these same technologies have driven a whole new generation of business communication opportunities, many of which still drive print.  Printing is not dead by a long shot, it has just changed format and the future of the print business now belongs to the nimble and the tech savvy – printers who understand the implications of Landing Pages, open rates, blogs and twitter.  Customers still have business communication challenges and still need innovative solutions, and in many cases the most effective solutions still involve ink (or toner!) on paper.  Online digital printing, or web-to-print, does not refer to a newer generation of Internet technology, but rather to the growing trend by business to take full advantage of the Internet by building applications and services around its unique features. Web-to-print applications are an integral part of this process, for both B2B and B2C markets.

What is Web-to-Print?

Web-to-print, also referred to as remote publishing, is the new typesetting and plate making – but without the typesetting and plate making! It refers to the use of a web interface to create, personalize, approve and distribute print-based marketing collateral. The promo piece can be a postcard, brochure, letter, flyer or even a large poster. The user logs into a secure online interface, chooses a specific print product from an online catalogue, selects an appropriate pre-designed template and then customizes the relevant areas of the piece by entering text, uploading personal images and graphics or selecting them from an online library (Digital Asset Manager).

The final piece is then approved, a delivery method selected and if a distribution list is needed it is uploaded from either a client list or an integrated online CRM platform. The job is paid for with a credit card, the shopping cart closed, sent to a digital printer for production and then delivered to the shipper, often within 48 to 72 hours.

How Does Web-to-Print Work?

Web-to-print is enabled by the web but is a result of the flexibility of the digital printing press. This print technology makes it possible for each printed impression to be unique. It dynamically merges the variable data from the client database with a digital template (Portable Document Format, or PDF) from the online library to complete the personalized document, eliminating the need for traditional printing setup (plates, films, chemicals). This variable data printing process enables thousands of individually customized pieces to be printed in one run, using digital presses such as the Hewlett-Packard Indigo, Xerox’s iGen and Eastman Kodak’s NexPress.

The power of web-enabled digital printing is its ability to support cost-effective personalization and one-to-one marketing, either as an individual personalized print project, a standalone mailing campaign or as a component of a multi-channel marketing strategy also involving web and email marketing.   Not bad for a “dying” industry!

Integrated Marketing That Leverages the Combined Strengths of Print and the Web

Printed direct mail or web-to-print can also be integrated with web response pages where recipients of print pieces produced online are provided with a unique “PURL” (Personalized URL). The PURL page can call the viewer to action in a number of ways including a request for online information or a follow-up contact, updating their contact information, answering a survey relating to the seller’s products and services, registering for a promotional incentive, or even providing a link directly to an ecommerce site where they can buy products.

Once the online PURL form is submitted the customer contact information, “click through” path and survey data are captured by the customer database / CRM platform, used to update the customer’s profile and preference records, and are immediately available to drive intelligent personalization in new printed or online marketing campaigns. Analysis of this data (Analytics) provides an unprecedented opportunity for integrated and highly personalized marketing campaigns, leading to better response rates and new revenue opportunities.

The “old” and the “new” don’t need to be at loggerheads when it comes to communication strategies; leveraging the strengths of print and the web together in an integrated strategy actually delivers a broader reach and stronger results than the individual technologies on their own.

www.aiim.com/transpromo/

About the Author

Overview of Our Split Test Landing Pages by Steve Nyhof Enterprises, Inc.

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