I Network

In a perfect world, you will have an amazing web site that everyone talks about, and which gets tons of ‘free’ traffic from Search Engines, Social Media, and from people who have bookmarked your site.

In the real world, you’ll probably have a web site which is fairly new and is not getting a huge amount of traffic yet.

This is where Pay Per Click Marketing comes in.

There are 3 major Search Engines in the UK & Ireland.

• Google (roughly 90% of the market)
• Yahoo (roughly 6% of the market)
• Bing (roughly 4% of the market)

Lets ignore Yahoo and Bing for the time being, and concentrate on…

Google Adwords

Make sure your web site is as good as it can be. The Website Optimizer on the Google Adwords Website can help with this. Simple changes to your web site can increase ‘conversions’ by 100%!

For example, you could make a contact form much more user friendly, and you can get twice as many leads from the same Pay Per Click spend! Also make sure you measure everything! Set up and use Google Analytics on your site (as well as AdWords reporting).

If you have an eCommerce site, make sure your shopping cart passes data to AdWords and Analytics. This way you will be able to see (almost) exactly what your return on investment is for individual AdWords adverts and keywords, and which traffic sources are worth most to you.

You might also find that on average:

• A visitor from Bing is worth twice as much to you as one from Google
• A visitor from Pay Per Click adverts is worth twice as much as one from the natural (free) Search Engine results.
• A visitor who searched for “Yellow Widgets” id worth 70% more than one who searched for “Blue Widgets”

This type of data is invaluable in helping you to increase your profits. It is also extremely useful to know these things before starting ‘Search Engine Optimisation’ for your web site.

For further information about Google Adwords and how it can be used to achieve the maximum return possible on any advertising spend, please feel free to visit Google Adwords. For further information regarding the services which we can provide, as well as any questions you may have about this article, please feel free to get in touch using the following details:

• Website: www.ppcni.com
• Mobile: 078 123 727 30
• Phone: 028 427 29738
• Email: info@ppcni.com