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Pay-Per-Click Advertising
(cont'd)

Not good at all. Here's how we changed it. We developed four ads, each focusing on a single keyword combination or group:

Campagnolo Components
A complete selection, delivered overnight

Shimano STI Component Sets
Overnight delivery on Dura Ace

Tubular Racing Tires
Continental, Michelin, delivered overnight

Phil Wood Bearing Grease
32 ounce jars and cases delivered overnight
 

Each ad targets a keyword combination (in the title) that we found is searched more than 50 times per day. A number 3 rank for each ad costs $.15 per click or less. Within a few days, their performance looked like this:

12% clickthru rate
8% conversion rate
200 clicks per day
Average profit per order: $6.00
200 clicks * $.11 per click = $22 cost per day
.08 * 200 * $6 = $96 profit per day

The bids we placed earned them a #3 rank, but their high clickthru percentage bumped them up to the #2 or #1 spot for every keyword and phrase (see 'Play to Come In Third', on the previous page, for an explanation).

It was a solid turnaround, built on basic principles: Good niche keywords, solid writing, a smart budget and intelligent placement. By focusing on conversions, instead of clicks, our client got a better result.


Where to Go From Here

Pay-per-click is now a basic Internet marketing tool. Very few businesses can afford to ignore it. But you have to avoid the more-clicks-is-better mentality. Focus on conversion and return on investment, rather than clicks, and you can build a profitable campaign.


PPC Search Engine Listing

In the next few months, I will be publishing a review of my favorite PPC search engines. But for now, you can find a complete listing of PPC engines at Search Engine Watch.

About the Author

Ian Lurie is an Internet marketer in Seattle, WA. He started his web design and marketing firm, Portent Interactive, in 1995. Portent offers complete Internet marketing support, including search engine optimization, e-mail marketing, and web design and development. Recent projects include SEO and production for www.princesslodges.com, SEO, marketing strategy, design and production for www.dessy.com, and, on the more whimsical side, frida.filmateria.com. Ian has a law degree from UCLA and has successfully avoided practicing law for almost ten years.
 

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