It used to be that you just needed a highly search engine optimized landing page only if you were working to get free traffic. Now your PPC landing page needs to be optimized as if it were a free one.
A while ago Google cracked down on advertisers in the pay-per-click (PPC) markets in order to give their searchers a better all around user experience of higher quality searches. What this did is require some SEO work even on a PPC landing page.
What this means is that even if you are paying for your traffic, you still have to do some SEO work anyway. That was a little bit of a dagger thrown at the paid arena of advertisers by the big “G.”
Luckily the amount of SEO work that you have to do for your PPC landing page isn’t too much. It is primarily business page links that you need to have clearly visible on the page.
What this does is weed out the lower level, maybe even unscrupulous types of would-be marketers. If it is Google, you can still pay to send traffic to your PPC landing page but sometimes they will raise your cost per click so high that it won’t be profitable for you to advertise. Worst case scenario for Google Adwords is that they won’t approve your page, and the possibility exists that they will even ban you for life!
In the end, do a little SEO on your PPC landing page because a little more work now will save you a lot later on.
Advertise on Facebook or Google?
In the Internet Marketing field there are many ways to drive traffic to websites. Ultimately you want to make a conversion of some sort, whether it is to make a sale, get an opt-in or get someone to complete a form. When you are skilled at driving traffic on the web, you will always be successful.
As I stated above there are many ways to drive traffic but in this post I’m going to focus on two sources of paid traffic methods. You would probably have to call them the two bookends of the paid traffic world; Facebook and Google.
Both Facebook and Google have paid traffic platforms but they are very different. On the surface they seem the same but underneath you need to have a different approach when utilizing the two pay per click platforms.
With the older more established Adwords platform you can market more traditionally because people are specifically searching for something and all you have to do is put it in front of them.
When using the newer of the two, the Facebook ad platform, you need to be a bit more strategic. Driving traffic using social media is a very different animal because people are not searching for anything while on social media sites; they are there to enjoy themselves and to connect. That is why many times you will see advertisers use interruption marketing tactics in order to get attention to their ads and get clicks.
If you are going to advertise on Google you should get started using their Display Network. It used to be called the Content Network and it is where you advertise on other websites on the web through Google and not directly through their search engine. In the Display Network you can get much cheaper clicks (as little as 1 cent) and minimize your risk so that you don’t lose your shirt in the beginning. Once you are more comfortable then step up to the search platform.
They are both really great for driving traffic and making money. It is just that your approach must be different. If I had to give an edge to one over the other, I would give the edge to Facebook.
Facebook allows you to build fan pages, which they are now just calling “pages.” You can use paid Facebook traffic to build a list of “likes” of your pages. What this does is connect you to thousands of people that you can put social offers in front of. Remember that you don’t use traditional marketing tactics on social media. You use offers that allow you to further socialize and make money in the process. I know people in the business that is making an unbelievable $50,000 to $100,000 per month using these methods. The best part about it is that once they have built a sizable list on their Facebook page they don’t have to pay anymore; they just socialize with them and grow virally. How crazy is that? Getting paid handsomely for having fun…
I was speaking with a friend of mine the other day about alternative traffic sources. You might have heard of him. His name is Christian Weselak of PPC Ninja (CPA Traffic Dojo coming soon) and he was one of the many people that lost his account with Google Adwords back in 2009.
For most of the people that this happened to this was a real business killer! It literally sent people away kicking and screaming because huge incomes were lost overnight. People already knew that Google really doesn’t like CPA all that well but no one expected the arbitrary shutdown of an estimated 15,000 accounts.
But did this hurt Christian? Nope! He did what I talked about in an earlier post and that’s to diversify your traffic sources. It didn’t hurt his business at all because he uses alternative traffic sources (some known and some secret).
In fact after six years online he still makes $4,000 to $5,000 per day online with his methods and alternative traffic sources. So do yourself a favor and don’t rely on just one source for your traffic.
Do you have some secret traffic source gems? If you like, you can leave some in the comments to help out my readers.
Pay per click can be tricky and very risky as well. For those of you that don’t know what Pay per click is or PPC for short, that is where advertisers pay for their advertising via text ads on search engines and/or partner websites.
PPC advertising is big business, it’s how Google became the giant that they are today. It definitely has its pros and cons though. One thing is for sure, there are very few cons for the search engines, Yahoo and Bing included.
In this post I am going to talk about the pros and cons of PPC as it applies to the advertiser’s end of things. The great thing about advertising this way is that you don’t pay unless someone clicks on your ad. The not so great thing is that when someone does click on your ad and go to your website, you pay whether they buy something from you or not. Believe it or not, there are some companies and industries with deep pockets that pay upwards of $40.00 per click! But don’t worry, the average person doesn’t play ball in those niches.
The vast majority of people that search on search engines don’t even recognize that there is advertising going on when they are searching. The sections are entitled “sponsored links” and are all in text on the top and right-hand side of the page after you put in a search term and hit enter.
Back in the glory days of Internet Marketing PPC was very easy. Even a novice could setup a campaign and still be profitable 9 out of 10 times. Fast forward to today and that simply is not the case. Those days are over! There are a tremendous amount of rules, which were pioneered by our friends at Google. Things like the double serving rule, quality score and much more…
Needless to say that if you are lucky, you might be profitable 3 out of every 10 campaigns. The obvious objective is to spend less than you make, which is your return on investment or ROI for short. One of the most volatile things about PPC is that it can turn on a dime and what was profitable today might not be profitable tomorrow. Your money can evaporate very quickly if you don’t watch it very closely. It might be OK for the big name branding type companies to do that but not your average company that needs to be profitable.
I will end with this. To be profitable in the PPC game today, you most likely need a little bit of an edge. There are many spy tools out there that will help. The best ones are ones that analyze and monitor ads that are running and let you know the ones that perform the best over time. You can then clone (not copy) them and give yourself the best chance for success, but even then there are no guarantees.
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