Compared with the ineffective crapshoot that is traditional advertising, there’s no better way to get targeted traffic than through pay-for-performance keyword advertising in search engines. If you’re not clear on what pay per click ads are, those are the sponsored links that show up when you perform a web search in Google, Yahoo and other search engines.
While more targeted than offline advertising or banner ads, it’s certainly possible to throw away a lot of cash with pay per click. The way to do that is to fail to think strategically about where you send people who click on your ads.
The goal of pay per click advertising is to get in front of searchers who are looking specifically for what you have to offer. This takes careful keyword research, strategic bidding, and compelling ad copy just to get the click.
The problem is, that’s where most people stop.
They make the mistake of sending that targeted traffic to the home page of their website or blog. Even worse, they make no attempt to establish a relationship with those that don’t buy, so as to boost conversion rates for every dollar spent.
So, if you’re selling products or services, it makes sense to make sales and build your fan club at the same time. Here’s how to boost your conversion rates from any pay per click campaign while also boosting your subscriber numbers.
- The first thing to do is build a ultra-specific page to send the search traffic to, called a landing page. Depending on the variety of key words you are bidding on, you may even build several landing pages that each narrowly address the specific needs of that searcher.
- When I say “searchers,” I mean searchers. Do not participate in contextual advertising programs on publisher sites. I think we’ve all seen enough AdSense spam to understand part of the reasoning here. But even on reputable sites, contextual advertising brings too many “curiosity clicks” that kill your return on investment. You want people who are actively looking for what you are offering. You can choose to opt-out of non-search traffic with both Google and Yahoo.
- The landing page does not sell your product or service. This is key. You instead offer a quality free resource –- a mini-course, ebook, teleseminar, or other type of tutorial that is directly related to what you are ultimately selling. By teaching people about the subject matter of your product or service, you are actually engaging in a highly effective form of selling, all while establishing a relationship.
- Whatever your free offer, it must be delivered by an email or RSS autoresponder that allows you to stay in contact with the prospect.
- You should explicitly inform your prospects that in addition to the free resource you are offering, they will also be receiving your email newsletter / blog updates. Make sure you make this part of your offer as enticing as possible. You’re delivering valuable, relevant content on a regular basis, right?
And there you have it. You’ll likely make some sales right away, but your real profits will come from the people who warm up to your offer thanks to the ongoing value you provide with your blog content.
This technique is by no means new. But it’s shocking how many people still don’t use it, as they waste good money sending targeted traffic to a home page that is not laser-focused, and also fail to offer true value to the searcher that results in a relationship.
You don’t propose marriage before you get a first date. And you likewise shouldn’t expect people to just automatically jump at the chance to give you money upon arriving at your home page.
Of course, each of the five steps above could use some elaboration, and I’ll be offering tips in the future that can help boost landing page conversions even for those who have been using this method for years. Also, the key word research and bidding process in Google AdWords (the largest pay per click program) is a topic in itself that requires mastery to be effective.
For help with that part of the process, check out Perry Marshall’s free 5 Days to Success With Goggle AdWords mini-course. I own Perry’s AdWords book and it is an invaluable resource. He’s the real deal when it comes to strategies that drive traffic from Google.
And that free mini-course sign-up page is an excellent example of a landing page that works. :)
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30 comments... add one
#1 Bryan Fleming → 06.14.06 at 1:25 pm
Building the Relationships is key. I like you’re analogy of the first date thing. Good wisdom there.
Thanks for link. I’ll check it out.
- Bryan
http://www.BryanCFleming.com
#2 Entrepreneurship, blogging, and college - » Blog Archive » How to use PPC campaigns effectively - College-Startup.com → 06.14.06 at 3:22 pm
[…] Brian Clark wrote a great article today on how to use pay per click advertising campaigns effectively. […]
#3 howard lindzon → 06.14.06 at 5:45 pm
Great post dude. Just sent to my team at Lifelock.com to help them set strategy.
#4 charlie → 06.15.06 at 12:17 am
Thanks for the info, Brian. This is one of the aspects of my blogging business that has always been a bit problematic, specifically what to do with your visitors when they come.
Bottom line is you’ve got to keep them and build your list, right? I think I’ve heard that somewhere before…
#5 Bloggers Buzz » Blog Archive » 5 Steps to Pay Per Click Advertising That Works → 06.15.06 at 4:16 am
[…] Brian goes on to talk about specific design teachniques and the advantages of landing pages. For the full story visit copyblogger. […]
#6 David Crowther → 06.15.06 at 5:44 am
Naughty… it’s not polite to use affiliate links without informing your faithful users. We don’t mind clicking on them, we just like to know what links are affiliate related.
#7 David Crowther → 06.15.06 at 5:46 am
BTW, I also have Perry’s AdWords book and also recommend it. (Now where did I put that affiliate link…)
#8 Brian → 06.15.06 at 5:55 am Copyblogger
Hmm… David, I certainly don’t intend to be naughty. :)
As far as it not being polite, I’m not sure I agree, but I could be wrong. As far as affiliate links go, here’s what I would consider to be wrong:
1. Masking or disguising affiliate links.
2. Using affiliate links for products that I don’t own, and can’t personally recommend, without disclosure of the arrangement.
I guess I give my readers enough credit to be able to recognize an affiliate link, and be ok with it given that I own the product and think it’s great. Especially when the link is to a free course, not to the product sales page. :)
But again, I could be wrong about how people feel about this.
Anyone else have any thoughts?
#9 Beth Cole → 06.15.06 at 10:52 am
I appreciated the link, Brian, I am always on the hunt for great resources. Recommendations from people I trust are my best source, regardless of affiliate status. Loved the elegant article and look forward to putting a shine on my Adwords campaigns, good stuff.
#10 Brian → 06.15.06 at 11:06 am Copyblogger
Thanks Beth. Anyone else have thoughts about how to handle affiliate links?
It suffices to say that I’m not about to risk my reputation and readership recommending stuff that I don’t believe in 100%. And if I have reservations about a product or service, I’ll tell you about those as well.
#11 Tim → 06.15.06 at 7:39 pm
Great post Brian. I think that most people that PPC ads are the “end all” for advertising success. They just automatically link to merchants and webpages full of Adsense and/or affiliate links.
You hit the nail on the head when you said you shouldn’t sell anything on your landing page. Build the relationship by capturing an email address. That’s the true way to PPC success.
Keep up the great work.
#12 Ming 2.0 → 06.15.06 at 8:23 pm
Back to your best:)
I’ve been toying with the idea of a landing page, From all my potential sources of traffic, then redirecting them to the appropriate topic specific, blog or website.
I couldn’t think of a name for that kind of page tho.. I was thinking entry page.
But landing page sounds so much cooler!
I’ll let you know if the idea ever menifests
#13 Mike → 06.15.06 at 8:42 pm
I agree completely, but don’t implement it. Go figure. LOL. I don’t like seeing the hyped up landing pages…with the big, unrealistic promises, etc…
Certain markets will not go for this and will click out immediately.
Need to find that compromise of specific landing page, grabbing email address and looking credible.
#14 Brian → 06.15.06 at 8:53 pm Copyblogger
Mike, landing pages come in all flavors. I’ve done them for law firms, real estate brokerages, and high end info products. They don’t have to be hypy at all, and often that’s obviously not appropriate.
So knock one out that suits your audience!
#15 Mike → 06.15.06 at 8:58 pm
Why don’t you knock one out for me that converts huge! :-) I’m not the copywriter, but need to implement some basics like the above landing page post.
#16 Ming 2.0 → 06.15.06 at 9:12 pm
A landing page is like a link up player in soccer.
He finds space, recieves the ball than passes it out again!
Before anyone knows what hits them!
No it doesn’t have to be overly hyped, Just well written and well designed. In the end it helps people find what they are looking for!
#17 Clair → 06.16.06 at 12:43 am
I didn’t really know about these things. In any case, I could send this information you wrote to a colleague of mine who will definitely find this useful. Thanks for sharing the link to the book too!
#18 lawton chiles → 06.16.06 at 10:15 am
Brian, thank you for the ebook tip. It is rare that a person of your expertise doesn’t spint himself into “hype-headlines” land.
Thank you for not doing that. Also, thank you for providing resources to us. I have made my blog better b/c of you. You can see it and maybe give me suggestions, because I need all the advice I can get! Visit me @ http://www.songsblog.com.
Thanks so much,
Lawton
#19 Brian → 06.16.06 at 3:21 pm Copyblogger
Lawton, it looks to me like you have a useful blog. Anyone who teaches “how to” do something is on the right track.
Just keep it up!
#20 LexBlog Blog → 06.17.06 at 7:28 pm
5 keys to pay per click advertising…
Brian Clark at Copyblogger shares 5 keys to pay per click advertising. Build a ultra-specific page to send the search traffic to, called a landing page. Depending on the variety of key words you are bidding on, you may even……
#21 From the 21st Floor → 06.19.06 at 7:14 am
You Should Read…Recent Additions to my Aggregator…
I’ve been cleaning out my aggregator, but at the same time I’m adding new feeds of blogs that I find fun to read and very knowledgable on topics. Here are just a few that you might want to check out:……
#22 Publishing 2.0 » Media Should Evolve Into Marketing Services → 06.19.06 at 10:50 pm
[…] Someone has to help companies create compelling content that will be a destination unto itself. Some has to help companies create value for prospective consumers once they actually land on the company’s site. Somebody has to help companies understand the communities (the group of people formerly known as “the audience”) they want to connect with for viral marketing. […]
#23 BradIsaac → 06.20.06 at 9:30 pm
I bought Perry’s book awhile back and use a lot of his tips daily.
I was wondering what are some favorite landing pages out there besides his ?
#24 Del → 06.21.06 at 10:44 am
Quick question… I clicked on the link in your article to get signed up for Perry’s tips as suggested. The way that page id designed though, it prevented me from back-tracking to return to the copyblogger article. I’m sure you’ve already have responded to this question, but what is your philosophy on opening links in a new browser window versus in the same window?
#25 How Co-Registration Can Build Your Fan Club Fast | Copyblogger → 06.21.06 at 8:06 pm
[…] We’ve seen that the most effective advertising tries to sell and create a relationship with the prospect at the same time. So it makes sense that advertising that only results in a fee if you get the subscription should be a much better avenue than any form of traditional advertising. […]
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#29 It’s the End of AdSense as We Know It (And I Feel Fine) | Copyblogger → 07.06.06 at 11:26 pm
[…] As I indicated in my recent pay per click advertising post, smart search engine marketers don’t bother with contextual advertising on third-party sites. Even without fraud it’s just not a good return on investment. […]
#30 Why the AdWords Landing Page Fiasco Won’t Hurt Bloggers | Copyblogger → 07.25.06 at 10:37 am
[…] Other than affiliate marketing, landing pages are employed as lead generation tools. Sometimes called “squeeze pages,” these landing pages are laser-focused on one thing — obtaining opt-in permission from the visitor so that repeat contact can be made via email. This follow-up, whether by an autoresponder sequence or your regular blog posts, is crucial to higher sales conversion rates. I discussed this strategy previously here. […]
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