Continued from page 1
Let's say 1% of people who click through to your site from "professional website design" ad become customers. The cost of acquiring one customer is $460. For other ad cost is about $106. That may be OK if you're offering an expensive product or service, but if you sell duct tape it's a losing proposition.
Use a Common Sense Approach
When you bid on multiple keywords cost can increase quickly and there's no guarantee that clicks will convert to customers. We advise our clients to avoid most competitive keywords, create ad copy that speaks to your specific target audience, and make sure that when they get to your site they can find what they're looking for-- quickly.
Is PPC More Effective than Search Engine Optimization?
It isn't an either/or proposition. PPC listings should not be considered a replacement for high ranking in regular search results. Ideally you should do both..
In our next REDiTIPS we'll offer specific suggestions for creating an effective PPC campaign and avoiding some common mistakes. If you have any questions, comments or suggestions, or you'd like help setting up your PPC campaign please contact us:
email: firstname.lastname@example.org phone: 415. 642. 3624
Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital, Web Strategies for the Real World.
Engaging Web design Effective Internet Marketing Essential Content Management Tools
Visit his site at http://www.resolvedigital.com or mailto:email@example.com