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Paper Clip Advertising

Paper Clip Advertising

It was Tim Lowe who told me the story that someone has asked him, in all seriousness, if he thought the Paper Clip adverting would work for him! Of course he had just misheard “Pay Per Click – PPC” advertising.

So this week I’m going to take a look at something I thought most people were already using. However, it was only when I conducted a simple straw-pole, I found that over half of our clients had never even considered it.

Google’s Pay Per Click service enables you to effectively “bid” on key words so your ad appears at the top of the page you want to appear on. My biggest issue with Google is they change the rules every five minutes and they don’t make it easy for new advertisers.
Here’s three tips you could look at:

•             Take some time to understand Google’s quality score. This will heavily affect the amount you will need to pay on each keyword. It is more than possible for advertisers to be above you and pay less money. Essentially, Google looks at your site or landing page to see how relevant it is to the search term.

•             Congruency is vital – If your ad doesn’t match the content on the landing page, the prospect will click away. Remember, they clicked on your ad for a reason. If their subsequent need is not being fulfilled, then you’re wasting your time.

•             Educate yourselves – I was going to come up with a simple throwaway tip for the final one, but as the Google Pay Per Click landscape is changing so often, at the moment, I found a great free PPC educational resource on the subject. Try visiting www.wordstream.com/learn There’s a heap of free material on this site and, as it’s updated frequently, it’s well worth taking a look at when you have some spare time.

Remember, it’s not just Google that offer this option – take a look at Yahoo, Bing and the others.

Unsure how to get started – give us a call on 01474 874848 and ask for Philip.

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