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What Is a PPC Campaign? Chris Dreyer Explains AdWords Strategies

Chris DreyerThere are lots of great resources online for learning AdWords, but rarely do those tutorials provide the practical experience necessary to be really successful. Today we are lucky enough to get a glimpse of that experience first-hand from our guest Chris Dreyer. Chris is the President and Founder of Attorney Rankings, a company that offers high-quality website design, pay per click management and Internet marketing services for lawyers. In this post, he shares some of his best advice for what a PPC campaign is and how to configure one to make money for a business.

What is a PPC Campaign?

I didn’t ask this question of Chris, but thought I would touch on the answer briefly before we dive in.  A PPC, or pay-per-click campaign, is a form of paid online advertising where ad buyers pay a fee to a provider every time an Internet user clicks on an ad displayed by that provider. One of the most popular PPC providers as of late is Google, who offers both search and display advertising. There are many, many other PPC providers including private websites that sell ad space.

Q: How can PPC be used to promote a business online?

A: PPC is one of the most effective ways to advertise online for any new business because you can immediately obtain targeted traffic to your website. It levels the playing field because most use an auction-based price system, and the higher bid typically wins. SEO takes time, and it is very difficult to compete with older websites with thousands of pages indexed and already-established website authority. With PPC and competitive keyword research, you can buy traffic you can afford. It becomes a numbers game to obtain a return on investment.

Google derives most of it’s money from PPC ads, so it makes sense that they would give the best virtual real estate to the paid ads on their search engine results. The PPC ads take up nearly 75% of the screen above the fold on most queries, so even with a #1 position in the SEO results, you may receive a higher ad impression share from a #1 PPC position.

Q: How much do you have to spend in PPC advertising to be successful?

A: It depends on the niche and location. For example, most of my experience is with law firms. A criminal defense lawyer may spend $75 or higher per/click in LA compared to only $25 per click for a criminal defense lawyer in St Louis. It’s very important to set up conversion tracking so that you have the most information on your ad spend. To break it down into simple terms, you want to make more than you spend. Conversion tracking is how you determine ROI.

Q: Does pay-per-click only mean advertising on other websites?

A: Google AdWords has two main PPC options: Display Network Advertising and Search Network Advertising. The Display Network uses the Google Adsense partners. It allows anyone to put ads on their website and receive revenue sharing from a Google AdWords campaign. The ads found on the Search Network are the ones that are displayed after a search query is entered. They are most often in the top and right hand side of the page. So, to answer your question, “Does pay per click only mean advertising on other websites?”…no, you can advertise using the Search Network.

Q: What are some key things to know to be successful with PPC advertising?

A: I’ll give you the top 5 things you need to know:

  1. Do keyword research and find out how much traffic potential there is and approximately how much it costs. I use the Google Keyword Tool.
  2. Have appropriate landing pages for each keyword you decide to bid on.
  3. Set up and use conversion tracking.
  4. Maintain a very detailed negative keyword list. Here is a comprehensive guide on negative keywords for lawyers, but any industry can use it to get ideas.
  5. Optimize bidding & positioning. If a keyword is receiving a very low CTR, increase bidding, change keyword match types or pause the keyword.

Q: Besides ads, what else should be optimized to be effective at PPC advertising?

A: Optimize match types between “phrase type,” [exact match] and +broad +match +modifier. Many times there is a level of progression I personally use for optimization. Let’s say I start with a phrase match keyword, “Portland injury lawyer,” and it is receiving a poor CTR. Change it to broad match modifier: +Portland +injury +lawyer. Broad match modifier allows my ad to trigger if all three words are in a query, but they do not have to be in any order like phrase or exact match. If broad match modifier does not work, I will then move on to exact match [Portland injury lawyer], and if I still have a low CTR, I will either try to improve the landing page or pause the keyword and target a different keyword. So, here is my progression:

“phase match” > +broad +match +modifier > [exact match]

It’s also very important to get rid of any queries that will not convert into business. For example, if someone typed in “free Portland injury attorney,” that would be a terrible keyword to trigger my ad on because it contains the word “free.” “Free” would be an ideal word to add to most negative keyword lists. For attorneys, “pro bono” is another auto-include for most campaigns. You can also improve your negative keywords by going through your search query report. Add keywords that are profitable to your campaign and exclude keywords that will not return value.

Q: Are there certain kinds of websites/businesses that aren’t good for PPC advertising?

A: That’s a tough question to answer. In some cases, a niche may be very expensive and difficult to get a ROI in. That is why conversion tracking is very important. My ego wants to say no, lol, but I’m sure there are some niches that are too difficult to dive into without an already-established web presence and brand identity. My advice is to take the necessary steps to become Google AdWords Certified and learn everything you can about Google AdWords before jumping in and spending a lot of money.

Q: What if my website doesn’t have a way for people to convert online — is PPC still good to use?

A: It can be a great tool to improve your brand recognition to help improve conversions in the future. If you’re wanting to be seen online for any reason, then PPC can help if you’re willing to spend the money.

Q: What is the best way to get people to click on my PPC ads?

A: Google wants ads and their destinations to be as relevant as possible. They are looking for the absolute best user experience. If you want to get an ad clicked, make sure it has compelling copy and a call to action, you’re in the top 3 ad position and it is extremely niche-targeted.

Q: Are there any resources that I could look to for PPC advice?

A: The absolute best thing anyone can do is take the time to become Google AdWords certified. It’s currently $100 total to become certified. The preparation and study guides Google AdWords provide are very helpful.

Q: Isn’t all online advertising PPC?

A: It definitely seems that way if you put a price on your time. SEO is so difficult to do anymore with ever-changing algorithms, social metrics, link building, content development, etc. I love Google AdWords PPC because there seems to be more control on results. It’s just a big numbers game.

 

We would like to thank Chris for taking the time to enlighten our readers on PPC. A big part of being successful with online advertising is attaining real-world experience and getting your feet wet. Tutorials can teach you a lot, but having someone share their experiences is much more powerful. Thanks, Chris!

 

What questions do you have about PPC? How do you learn to manage your campaigns more effectively?




Monetizing YouTube

Business On YouTube – Content Is Still King

 

Depending upon what your business is, there are a number of ways that you can use YouTube for business. From creating videos to promote products your company sells to creating “how to” videos and monetizing them with Adsense, conducting business on YouTube is now easier than ever. By examining which options best suit your needs, you will be able to use the power of video to build your business.

While it is possible to make money from YouTube, when you are first getting started, it is more important to concentrate on creating videos that are both watch able and shareable. Monetizing your videos with Adsense or by becoming a YouTube partner makes no sense if no one is viewing the content that you post on the site. You need to first focus on creating an audience and a following before you even worry about making revenue from the video content you have uploaded online. When you are creating and uploading videos think about what you like to watch and what types of videos you tend to share with friends and business associates. If you use those same characteristics to develop your own content, the chances of building a YouTube following drastically increase.

Developing Video Content for YouTube

Picture of YouTube Videos

Creating YouTube Videos

Another way to decide how to develop your video content is to think about the ways that people are searching for information online. Think about the search terms that they use to find answers to their questions and then build those questions into your videos. From the way you title your video upload to the keywords that you place in your description and opening comment, think about the exact search terms that will lead searchers to your video. Focus on what your business delivers and how potential customers would go about finding you online, and then create YouTube videos that sync the two together.

If you are hoping to monetize your YouTube channel with Adsense or by becoming a YouTube partner, you will need to be the sole copyright holder for your content. You need to have the legal copyright to all images, music, and content that you upload to your YouTube channel. Even adding background music to your own images can cause you to lose your Adsense privileges if that music was not downloaded under a Creative Commons license.

A growing number of individuals are earning significant income via YouTube simply by uploading well-produced “how to” videos. Whether you earn a living as an internet marketer or you sell products on Ebay, if you are able to produce videos that connect potential customers with your business you are well on your way to earning money on YouTube. Not only do you stand to have an increased conversion rate on your website by driving viewers to your site via your video uploads, you also have the potential to supplement that income with Adsense revenue share ads on your YouTube channel. While initially this may almost seem like double dipping, it is actually a win-win for you and your business. Your channel will be well monetized with appropriate advertisements and your videos help to increase your business’ exposure online. Of course, all of this will only happen if the videos you upload are both informative and engaging.

Make Money from YouTube the Right Way

Before you venture down the YouTube Channel road, be sure to take the time to do your homework first. Read up on the requirements needed in order to become a YouTube partner. Know how many views per month your channel will need to have in order to monetize your channel with Adsense. Once you have all of the background information covered, you can then focus your energies on creating video content that engages your audience and that they will want to share with their network. Focus on the needs of your audience, deliver to them what they need, and with time and patience the revenue will follow.



Google Adwords for the Holidays

SEO For The Holidays Yields Year-Round Business Benefits!

 

The Jolly Season’s rapid approach justifiably makes SEO for the holidays a high priority for most e-merchants. Online vendors want maximum exposure during this brief – but profitable – window of opportunity. Indeed, many industries reportedly earn over 80 percent of gross annual revenues between November 1 and December 24. Finding the right tool with which to fully exploit this short-lived financial bonanza is clearly imperative.

What’s good for the goose is good for the gander

Google AdWords generate the vast majority Google’s multibillion-dollar gross annual profits. The tacit counsel contained within that colossal figure is clear: Any advertising product that works that well for its provider must be equally effective for its customers.

High versatility = huge visibility

Google AdWords image

Increase Visibility with AdWords

Google AdWords let you get the word out about your offerings on a local, national, or international level. You may convey any desired message concisely and precisely with a single headline limited to 25 characters. Firms with fancier tastes (or fatter wallets) may include image ads sized to industry standards.

 Additional Adword advantages

Many other inherent features give Google AdWords great value for web-based vendors wanting specialized SEO for the holidays.

Internet Protocol selectivity

Google’s AdWord IP Excluder facilitates fully-refined marketing campaigns. This capacity permits online businesses to omit up to twenty IP addresses or IP address ranges from specific campaign(s).

Location, location, location

Another unique AdWord function allows further concentration of marketing resources by ensuring relevant ad placements. Virtual Snowmobile vendors may avoid wasting valuable resources by trying to pitch their “perfect Christmas present” to California residents, for instance.

 Limited Ad Frequency

At first blush, “Frequency Capping” appears self-defeating as an advertising strategy. Believe it or not, limiting the number ad displays to specific site viewers has much business validity, however. It is imperative to avoid consumer desensitization with over-saturation of your basic message within targeted markets. AdWord display caps are configurable for limited individual viewer impressions on a daily, weekly, or monthly basis.

 Site-specific targeted Google AdWords

The AdWords control panel format allows advertisers to target specific domains, topics, keywords, or consumer demographics. Inserting imagery of smiling mature countenances within children’s educational websites is virtually pointless for denture adhesive vendors!

You must submit the winning bid via an auction process prior to using site-specific AdWords. Pricing bases may be either cost-per-impression (“CPM”) or cost-per-click (“CPC”). Minimum CPM bids begin at 25 cents per 1,000 impressions. CPC ads have no analogous bidding floor.

Do AdWords outperform organic SEO?

The central issue lying at the heart of the above inquiry is whether relative OI make AdWords a viable investment for web-based businesses. Perusal of user-oriented site contents revealed very a mixed bag of consumer sentiment. Overwhelming consensus consistently held that AdWords offer phenomenal short-term returns in terms of priming the pumps of long-term profitability.

Altered consumer mindsets

AdWord creativity transforms occasional patrons into repeat customers. While working as a temporary order taker for a large mail-order bakery years ago, I witnessed the effectiveness of this approach firsthand.

Online call-in customers could commence monthly delivery of assorted fresh fruits, cookies, gourmet cheeses, and other confectionery delights to desired recipient(s) for 12 consecutive months. This gift that kept giving for a full year cost less than $40 USD.

Gift subscription renewal rates averaged 92 percent! After seeing the effects of their benevolence on grateful recipients for a full year, who could resist the urge to call in and do it all over again? This customer contact provided an ideal lead-in to additional purchases by the same satisfied patrons.

 Accept a very special virtual business invitation

Rise to the upcoming rare occasion by bolstering budgetary allocations to AdWord SEO for the holidays. Take full advantage of the annual festivities with memorable imagery, verbiage, and upbeat themes that give weary web surfers a sight for computer-sore eyes. Backed by the right literary talent, “casual prospect-to-satisfied customer” conversions are bound to soar beyond your wildest dreams!



Monetize a Blog

Monetize a Blog To Maximize Bottom Lines! 

Picture of monetize a blog strategy

Monetize a Blog as Part of SEO Strategy


As in virtually all mass media funding efforts, advertising is the best way to monetize a blog. Attempting to transmit messages that affect simultaneous and maximum impact on numerous recipients is not new. Nor does it come as a surprise to most that “piggybacking” on high-profile themes or popular subjects is time-proven to be an effective marketing strategy. Specificity and compatibility are the keys to realizing maximum results that are mutually remunerative for both advertisers and blog operators alike.

Make a good fit with would-be blog advertisers

An outfit that becomes one lady quite beautifully may be a total misfit for another. Wide variations among women in overall body structure, natural skin tone, hair color, and physical posture account for this phenomenon. By the same token, ads that are terrific for one blog may be total bombs that waste colossal time and money when featured elsewhere. Conducting adequate research in advance is your first step to making a match match with ideal blog advertisers. Accomplishing this objective requires comprehension of several core concepts that pertain to web-based advertising structures.

Choose the best messenger for blog advertising

Web-based business operators may select from several forms of virtual advertising. All available platforms are not equally applicable to all marketing campaigns or blog structures, however. Following are the most common forms of effective blog advertising displays and the specific applications for which they are best suited.

Text ads

As the title implies, these ads are totally devoid of any photos or other graphic display. Content is limited to text and accompanying links to service provider or product suppliers’ sites. Text ads are a simple way to monetize a blog that features diverse product lines or service categories. Simply copy and paste prespecified code that marketers provide into strategic locations within your blog template.

Banner ads

This type of blog advertising employs a combination of graphics and text. Banner advertisements are usually offered by affiliate marketing systems or directly from specific product or service vendors. Banner ads have a long history within virtual marketing annals and have become familiar fixtures on websites. Higher-quality graphics and advanced video technologies have facilitated banner ads’ garnered much greater utility and aesthetic appeal to website viewers than ever before.

Product-specific ads

This online marketing format might be a good choice if your blog’s featured content is highly specialized or directed to a relatively narrow target audience. Product-based ads feature prices and pictographic displays of specific goods and commodities. Blog owners who host daily discussions of particular brand(s) or product category(ies), should seriously consider product-based advertising. Consumer review blog operators are prime candidates for product-based advertising alliances.

RSS ads

Web surfers are utilizing Really Simple Syndication (“RSS”) subscriptions to keep up with the latest developments on favorite blogs. Consequently, more advertisers are getting into the act before conditions get too crowded. Offering online advertisers the enhanced visibility that comes from rapid exposure to prequalified prospects via frequent blog updates that feature their ads also offers a big competitive edge.

Ad Sponsorship

A typical sponsorship arrangement entails your prior agreement to display a particular firm’s ad banner within your blog for a specified time – in exchange for a fixed compensation. Sponsorship can be particularly profitable because it enables blogs to bypass middlemen like ad companies and outside brokers. These benefits have a financial flip side, however. As blog operator, you retail full responsibility for cultivating clients, negotiating rates, ad placement and maintenance, and persuading decision makers of your blog’s feasibility as an advertising base.

Create total harmony by high-quality content

After identifying the ideal advertising format(s), product(s), serivice(s), and target market(s), your final step to monetize a blog is effective content that puts it all together. Careful keyword selection is imperative, as the majority of blog ads are based upon the keyword(s) incorporated therein. Optimal keyword frequency and strategic placement is equally crucial. The Content Authority offers the optimal combination of literary and technical expertise that packs a powerful punch for any blog promotion effort!

If you have a unique experience monetizing your blog or website, please feel free to share with our readers!

Blog For Money

An Effective Blog For Money Builds Exceptional Success!

 

“Is establishing a blog for money-making purposes a viable business proposition?”

Many would-be online business operators often contemplate the query, blog for money. Blogs have become popular as income generating devices which are easy to implement and maintain. Much more is entailed in establishing an effective business blog than meets most beginners’ eyes, however. The Content Authority offers these helpful hints to assist beginning bloggers attain the best outcome:

Select a well-suited subject

Ideally, you should possess substantial knowledge and prior experience in your blog’s subject matter. Take a moment to mentally exchange places with prospective blog visitors. They seek accurate, concise information and advice about all aspects of their desired brands. Thus, your blog’s overall theme and content should be constructed accordingly.

Perfunctory product promotions

Always remember that your ultimate objective is to compel prospects to purchase items featured within on-page ad displays. You have the option of enlisting as a commission-compensated affiliate with existing major marketer(s) or offering your own exclusive brand like an e-book for sale on your blog. Ensure that all featured products and general blog scheme are a good fit. For instance, prospects seeking a new laptop PC might be interested in computer review blogs.

Identify your ideal Internet soapbox

Blog for Money image

Blog For Money

Blogger and Tumblr are two excellent options for technically-challenged burgeoning bloggers. Both offer all templates, software, and hosting services necessary to launch a full-blown business blogs. Even better is that all these resources are free! Prospective bloggers who are technically-savvy and possess web servers might find Joomla, Drupal, or WordPress.org more satisfactory. Although usage of these latter three platforms is free, domain name registration and web hosting services do carry a fee.

Blog for Money Ads

Establish accounts with Google AdSense and Yahoo Publishing Network to begin earning money immediately with very little additional effort. Be aware, however, that many free blog platforms impose ad restrictions. For instance, WordPress.com prohibits AdSense displays within its free business blogs. With an upgraded “Ad Control” account, you and WordPress share all Adsense revenues on an equal basis.

Backing into business blog success

Insert social media links from sources like Facebook and Twitter. The extensive array of loyal “followers” is very valuable for boosting your blog’s bottom business line. Network with owners of blogs similar to yours to further facilitate marketplace exposure with extensive webs of mutual web page backlinks.

SEO

After initial institution of the above blog infrastructure, move onto the final phase of achieving maximum market visibility. Quality content is the backbone of all effective business blog promotions.

Keeping keywords in order

Major search engines offer free tools for gleaning the most recent, relevant applicable search terms to include within business blog content. Optimal insertion points include titles, opening sentences, and article subheadings. Such diligent research also helps you ascertain optimal frequency and relative primacy among multiple keywords.

Avoid the common error of willy-nilly, back-to-back keyword stuffing within blog content. Instead, devise an orderly, efficient keyword progression scheme. Professional authors at The Content Authority possess exceptional creativity and acumen for effectively accomplishing this literary feat.

“Constant vigilance is the price of liberty”

Constructing an attractive, captivating blog for money interphase is just the beginning. Subsequent surveillance of your blog’s performance level is mandatory. Automated tools like Google and Yahoo! Web Analytics are indispensable aids that assist these periodic assessments of existing market outreach efforts.

Novelty is also key to building solid blog readership bases. Website readers have insatiable appetites for informative, interesting data. Although “evergreen” material also has its place, threadbare familiar themes must be re-spun from fresh angles.

The exceptional SEO skill so vital for forging effective blog for money campaigns originates from exhaustive research conducted from new perspectives. The discussions pertaining to blog for money are endless. Let us know some of the strategies you have used to increase your blog revenues.

Monetizing Your Blogger Blog

You will learn how to add Adsense to your Blogger blog in this tutorial.

Last week I installed a very cool feature called Clickheat on The Content Authority Blog. Based on the results of last week’s heatmap, the Blogger link in our Article Submission Website article was very popular. Therefore, let’s look more closely at Blogger and give you something useful to start making money with your Blogger blog.

  • First, let’s login to your Blogger account. If you don’t have an account, that is fine, simply create one quickly, then meet me back here. (Note: If you’re thinking, “But I already have a blogger blog”, rest assured you can create multiple blogs under the same Blogger account. Today, I am going to create a new blog for a project I am currently working on.)

picture displaying Blogger account creation

  • Under your dashboard in Blogger account, you will see the text “create a blog”, please click it and continue.

picture displays create blog link at blogger

  • Now let’s name your blog. I’m going to name my blog ‘web content university’.
  • Now, once it is named, click the continue button.
  • Now select any theme. We can change the theme later so any theme will do.
  • Now click the “continue” arrow.
  • Now click the “start blogging” arrow.
  • You will see a post screen come up, let’s click the monetize tab.
  • Make sure the “setup Adsense” tab is selected.
  • You want to display ads in your sidebar and in posts, so make sure the first ‘display in’ option is selected. Please click next now.
  • The Make Money with Adsense tab will now be displayed.
  • You have two options. The first option, create a new Adsense account. The second, sign into an already created Adsense account. (Note: Due to the time constraints of this tutorial, we will cover creating a Google Adsense account in another tutorial later on. If you do not have an account, simply create one now. It is pretty straightforward for basic use. )

picture of use exisiting adsense account

  • We are going to select the “using an existing Adsense account” option.
  • Enter you Adsense email then add either your postal code or the last 5 digits of your phone number. (Note: This information was entered by you when you created your Adsense account, so if you cannot remember, please go retrieve it now.)
  • Now click the next button. (Note: If you successfully filled in the fields you will come to the ‘Adsense is enabled for your blog’ success page. This page can be seen in the illustration below.)

Now let’s get the Adsense posted to your blog. The idea here is to maximize the highest click rate from people that will visit your blog. To achieve this, you will want your Adsense placed just below your header and on the right sidebar at the top.

  • Let’s click the edit layout link to start placing Google Adsense ads. (Note: The Blogger interface offers an easy click-n-drag solution.)
  • I want you to click the ‘add gadget’ link.
  • When the gadget window pops up, scroll down until you see “Adsense” gadget by blogger.
  • Now click the ‘+’ sign next to it and click save, the ads can be fully configured later on. This will place an additional area in your layout labeled Adsense.
  • Now drag the Adsense to the top of the screen until you have something similar to the visual aid below.

picture presenting blogger drag and drop feature

  • If you click preview it should look similar to this. Like what you see? Then click ‘save’ and that’s it, you are finished.

blogger successful ad creation

Congratulations on successfully adding Adsense to your Blogger blog.

 

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