The Secrets of Successful Pay Per Click Advertising
with Chris Cardell
 

Telephone Seminar
Tuesday 3 July 2007
3:00pm

Pay per Click - A Marketing Revolution

• Never before have we had the opportunity to reach people who right now are looking for the specific product or service you offer
   

• You only pay when someone takes action
   

• All measurable - fast
   

• Geographic selection

The most important Pay per Click Secret - that even Google does not want you to know

The unspoken truth about Pay per Click, that only a handful of business owners and PPC specialists realise, is that the system massively rewards those smart enough to master the advanced PPC strategies - and drains money out of the mass of PPC Advertisers who have no idea how much more successful their campaigns could be.

It's very important to understand that even when done badly, Pay per Click tends to be profitable. This may appear to be a good thing, but it means that many businesses do OK with it when they should be doing brilliantly and spend far too much getting their website visitors.

There has never been a marketing system where a series of small changes, costing nothing but your time, can improve your response rate - and therefore your profits - often by 50, 100, 200% or more.

My Goal for You: If you are currently involved in Pay per Click, you should aim to be able to double your number of website visitors while reducing the amount you pay for each click by 20-50% plus. In addition, you should aim to at least double the number of people visiting your site who take action.

If you are new to Pay per Click, the secret is to get good at this BEFORE you start advertising. It will save you a fortune.


Be Careful who you Listen to

Seven Pay Per Click Essentials to Maximise your Profits
 

1 Pay per Click - What is it

Pay per Click Advertising can best be described as paying to get to the top, or near the top of the search engines. Technically, your listing is supposed to be an advertisement - but it's designed to look similar to the other listings. On Google, the top placed ads run along the top of the page, the rest down the side. Here's an example of the page when you do a search for 'plasma tv'

You do not pay for your ad to appear. You only pay when someone clicks on your ad - hence 'pay per click'
 

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2 Click Fraud

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3 Keyword Selection

One of the first big areas where people fail to maximise the potential of Pay per Click is with their use of keywords. If you don't get this right, everything else will be on 'go slow.'

Note for PPC Beginners
Your 'keywords' refer to the words that, when people search for them and they get a page of results - your ad will appear on that page of results. In the example below, a company selling accounting software might choose 'accounting software' or 'finance software' as its keywords. So we're entering your customers' minds and working out what they might be searching for when they go looking for your type of product or service.
 

In the market place that relates to your business, there are almost certainly going to be two or three (sometimes more) very obvious keywords. For example, if you sell mortgages, the big keyword is obviously 'mortgage.' 

These obvious keywords will be the most competitive and therefore the most expensive. The average pay per click advertiser gets into a battle for these top keywords. They pay huge amounts per click, their budget quickly runs out, they often don't get good results and quickly give up.

What most PPC advertisers do not realise is that there are dozens, often hundreds of related keywords that are much, much cheaper and that your competition are far less likely to be bidding on. Here's an example:

Suppose you sell Accounting Software. What's the obvious keyword to advertise for? 'Accounting Software of course. It's the most popular, the most competitive and the most expensive. But here's a list of searches relating to the phrase 'Accounting Software' done last month:

If you were advertising in this category, an essential element of your PPC campaign would be to advertise using as many of these keywords that are relevant as possible.

4 Testing - conversions
Part of the magic of Pay Per Click and most good Internet Marketing is that it lets you test and measure what is working, very quickly. Google provides an excellent conversion counter which you should be using to track sales and conversions.

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Points 5 and 6 - VERY IMPORTANT - What you end up paying and your position on the page are not just determined by how much you are willing to pay.

5 The importance of Click through rate and 'Quality Score'

PPC on Google is not a straightforward auction. How much you are willing to pay for each click is only part of what determines how high up your ad is going to appear. The other key factor is your Click through Rate (CTR) Your Click through Rate is the percentage of people who see a page with your ad on, who click on your ad.  Google rewards you for a high click through rate because it means that your ad is more relevant.

The secret to getting a high Click through Rate is hidden within your Google campaign. It's the ability that Google offers for you to test two ads together. The aim of the game is to be continually trying to beat your best performing ad. Do this over time and you could end up with a CTR two or three times that of your competitors - which could mean you paying half or a third of what they're having to pay for each click!

Here's where you create a new ad:


 

What you'll soon discover is that small differences in each ad can make a huge difference to the click through rate. Here's an example:

6 Relevancy - landing page

The Google search engine is built on relevancy. It's what made it so successful, so quickly. They have continued the relevancy theme with Pay per Click by rewarding relevant ads. Now they have gone a step further. When you advertise with them, Google will also scan your landing pages for relevancy. What does this mean for you? You can actually pay less per click by making changes to your landing page.
 

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7 The most tragic PPC mistake of all - Not converting the maximum number of Visitors to Customers
So you've got your Pay per Click campaign up and running. You're running ads on a large selection of keywords, you're split testing your ads and your landing page is relevant. You're finally getting large numbers of qualified visitors to your website.

But are you getting the sales?

The world's most finely crafted Pay per Click campaign means nothing if we're not able to convert visitors to customers. This is why Website Conversion is an essential part of the mix.

You improve your website conversions through:

• Copy
   

• Headlines
   

• Relevancy
   

• Offers
   

• Testing and Tracking
   

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The next step ...... for those committed to maximising their Pay per Click Advertising and Website Conversions

Chris Cardell's
Pay Per Click Advertising
and Website Conversion
Mastery Programme

• Four Live Telephone Seminars
  Special Bonus Telephone Seminar on Google Analytics

• The most in-depth guide to PPC Mastery ever presented in the UK

• Everything you need to maximise your Website Conversions

• Personal Support from Chris Cardell
  
  All four Telephone Seminars will be recorded and will be available for you to listen to online or download, anytime 24/7
   

Telephone Seminar One -  18 July 2007 - Maximising your PPC campaigns

• How to select the best keywords for your PPC Advertising

• How to avoid the mistakes that cost businesses a fortune in lost PPC profits

• Advanced keyword strategies that less than 1% of business professionals are aware of

• Keyword matching - Why, When and How

• Deciding How Much to Bid

• Deciding on your Daily Budget

• Local / Geographical search

• How simple changes to your campaign settings can mean the difference between success and failure

• If you've struggled with Pay per Click, how you could be just one or two steps away from success

Telephone Seminar Two -  23 July 2007 - Advanced PPC Strategies to Double or Triple Your Response

• The 'R' Word - How it made the Google owners Billionaires and what it can do for you

• How to set your prices more effectively

• How to write successful PPC ads

• Changes in your copy that can produce a 50-200% increase in clicks

• The importance of headlines

• How to beat Google at their own game

• Capitalisation Strategies

• Conversion tracking

Telephone Seminar Three - 1 August 2007 - Essential Website Conversion Strategies

• Website and Landing Page Copy Optimisation

• What to say to your Customers when they arrive at your website

• How to turn visitors into buyers

• Split testing Landing Pages (this section alone will blow your internet marketing mind!)

• Split testing and conversion rates

• Landing Page Headlines

• Landing Page copy

• Squeeze pages and how they can double your conversions

• Making sense of it all - reading your campaign

• How to increase your conversion rates by 50%, 100%, 200% or more (I've achieved this again and again and we'll be working together to do the same for you)

   

Telephone Seminar Four - 8 August 2007 - PPC and Website Conversion Masterclass - The Secrets of the PPC and Internet Marketing Millionaires

• The one time when you should bid too much for a keyword

• Keyword Status and how to beat the system

• Content Ads - Warnings and opportunities

• Negative keywords and hidden profits

• PPC Strategies for Yahoo Search

• Product Testing and PPC

• The XXX Strategy - How I increased my CTR on all of my campaigns by 70% in one week

• The Display Strategy that Google almost never mentions!
   

SEMINAR FIVE - SPECIAL BONUS SEMINAR - Unlocking the Power of Google Analytics. Google's development of its Analytics system is emerging as an invaluable and highly profitable tool for anyone who does Pay per Click Advertising. In this special bonus Seminar, we'll be showing you how to use Google Analytics to maximise your Pay per Click profits.
 

PLUS - Your Questions personally answered by Chris Cardell.
 

Normal Course Price: £1195 plus VAT

Today's Price for the first 50 who Register:

Non VIP Inner Circle Members: Two monthly payments of £495 plus VAT

VIP Inner Circle Members: Two monthly payments of £295 plus VAT

To Read more about the Course, Click Here
 

To be one of the first 50 to Reserve your Place at the reduced price, Click Here

To Read more about the Course, Click Here

To be one of the first 50 to Reserve your Place at the reduced price, Click Here