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Optimizing Paid Search Advertising Contd.
Author: Kevin Gold
Published: Tuesday, November 09, 2004


Is Your Paid Search Advertising Generating Positive Financial Results?

Successful paid search advertisers take a different approach. They start with the end in mind by asking, “what primary objective do I want a visitor to complete on my website?” and then they work backwards. They identify the type of visitor and buying behavior that will most likely result in a completed action (i.e. sale, registration, etc.)

In addition, they perceive their ads as automated salespeople who “qualify” visitors. Regardless of a high or low click-through rates, the focus is on generating a positive return from the advertising dollars spent.

For instance, let’s review two different ads. Ask yourself, which ad best qualifies visitors?

A. Pride Scooters
Low prices and huge selection of
scooters and other mobility equipment.

B. Pride Scooters
From $1850 while stocks last.
Houston, Texas, USA.

If you selected B. you are correct.

Ad B. qualifies visitors based on their buying behaviors and customer type most likely to purchase a Pride Scooter from the business’ website.

First, the ad states a price point (i.e. from $1850) to attract visitors seeking the website’s premium product while disqualifying ones seeking discounted or lower-priced scooters. A user researching scooters does not have to click-through the ad to find out a general price range.

Second, the ad targets a geographic region since the majority of people who buy scooters demand an actual test ride. If the company is located in Houston, Texas then users from other locations will not feel compelled to click-through the ad. (Ideally a geographically-targeted PPC campaign like using Google Adwords Regional-targeting works best in this situation).

In essence, ad B.’s goal is to pay “per click” for only visitors most likely to purchase their product. This ad attempts to “filter” unqualified visitors thereby increasing the return on investment per click-through.

Ad A. instead spends money on attracting and generating click-throughs from all visitors and relies on the website to filter qualified versus unqualified ones. This is not a wise economical approach especially if no “visitor exit strategies” are pursued.

Last, successful paid search advertisers rely on testing different ads to determine which appeal generates the best website conversion for a particular keyword. They rely on actual visitor feedback to help them determine which appeals are most effective. Once a positive return is achieved then focus is shifted to increasing the click-through rate for the best converting keywords so more sales can be realized.

So “Are you spending money to bring just anybody to your website or visitors ready to buy from you?” Think about ..is Your Paid Search Advertising Generating Positive Financial Results for your website?
Previous Article Optimizing Paid Search Advertising
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