Productive Ppc Advertising - The Copy-cat Approach
Business March 29th, 2008
So you’ve labored away, done all your research, tweaked your ads to your hearts content and all you ended up with is a big truckload of nothing. Your clickthrough rate is rubbish, your cost per click is through the roof and the few people who have found their way to your website have left before they even had a chance to learn who you were. Yip - your campaign sucks, and no amount of work seems about to save it. What to do next?
This is the point where most people just give up. But not us, because we know that somewhere out there someone is promoting this product and making money. So why can’t we?
In PPC advertising, and particularly for new players to the game - there is no shame in admitting that others are better than you. Somewhere back down the track they have probably gone through exactly what you are going through now - they may even have a huge number of campaigns that are in the red or just struggling by. In fact I would go further and say they almost definitely do have a large number of campaigns that are not winners.
The experienced PPC’er knows the secret to success is not spending hours crafting a single add that will beat all adds - it is setting up a whole heap of campaigns and knowing which to keep, which to tweak and which to cut away. This is the hardest thing to grasp about PPC advertising. It’s very costly to split test through traditional mediums, but in PPC advertising it’s a breeze. You can run through a dozen add variations for the cost of a single sale and within a week have cut all but the ones performing, and that is exactly what the top proponents of PPC are doing.
So take a leaf from thier book
One thing I can guarantee you is that Google does not play favourites with ads. There is a reason your ad is ranked lower than others, and there is a reason that it gets clicks and ultimately sales, whilst yours doesn’t. Take a look at their ad, take a look at their landing page(no really - look at the source and see what keywords they are listing) and see how much of what Google is loving about their ad and their site that you can use.
It’s not theft, it’s flattery. You are acknowledging their ability to get a click where you can’t. They aren’t going to thank you for it because you are going to start taking clicks off them, but they are unlikely to complain because this is probably how they got to the top spot in the first place. learn from the best and make your PPC advertising the most productive possible.
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Tags: Adwords, Google, Google Adwords, pay-per-click, payperclick, PPC
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