High TECH Ad Campaigns: Four Easy Steps to Making More Money Online
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Not every pay-per-click (PPC) campaign goes as planned. When many people begin their first AdWords or Overture PPC campaigns, they expect almost immediate results. Often, they've read an article in a newspaper of record that speaks of easy money for small businesses and new internet entrepreneurs, which may be rather misleading. Businesses looking to expand online should be ready to follow the T.E.C.H. guidelines, an acronym that Cole C explains in this article.
The glamorous articles about online success often read similarly: Middle-aged, newly-downsized man or woman finds unemployment unfulfilling; man or woman visits formerly trendy, now corporate coffee shop to find community and work on their hobby of drawing quirky, art deco designs on paper coffee cups; a mysterious stranger serendipitously compliments the man or woman on his or her craft and mentions, “I bet you could sell a ton of those on the Internet”; man or woman sets up a one page website and buys $10 of Google text ads; man or woman retires as a millionaire after one year of fulfilling, artistic work making and selling coffee cup designs.
Millions of people do make money on the internet, but stories like the one paraphrased above are urban legends created by newspapers for lazy, daydreaming, over-educated, and under-employed 45 year old hipsters who still regret “selling out.”
That is not you. You are a business that has real products, and real solutions to offer your customers. If this were the Renaissance, you would be the person making a good, honest living finding and transporting the marble for every statue in Rome. If this were the Industrial Revolution, you would be the one selling the bricks to build the factories. If this were the Fifties, you would be the person making the grey flannel for the suits of the millions of company men. You run a business that solves problems and provides for solutions. You do not have to trick, schmooze, or nudge your way into getting new deals. Your products and services speak for themselves. You are the person who actually makes money on the Internet.
How though? You probably have a website already. You probably already have an email newsletter (if you don’t get one now!). You probably even have a blog. You probably don’t have a fully optimized PPC campaign though. Most people think putting up an AdWords or Overture account and bringing in a thousand new clicks per day is enough. More clicks is always better, right?
Wrong. Every click that comes to your site through PPC should be a potential sale. If it is not a potential sale, then it was a waste of anywhere between five cents and fifty dollars depending on your keyword. Assuming that every click is of equal value is probably the biggest mistake that otherwise intelligently developed campaigns make. A good click is a click that not only has the demographic potential to turn into a sale or lead, but also the statistical potential to turn into a sale or a lead.
Sending a thousand clicks to your website by offering “The Best Widgets on the ‘Net” will make whoever goes over the weblog files feel warm and fuzzy inside because of the spike in traffic for the day, but it will not turn those clicks into customers. For that you need a high “TECH” campaign strategy. TECH is an acronym for the four steps to making a real return on investment (ROI) from your AdWords or Overture marketing dollars:
- Tracking
- Exposure
- Categorization
- Help
This principle can be applied to any keyword-based marketing campaign, and can be done by anyone who is willing to utilize their time and patience to make money on the Internet. Not all of the four steps are self-explanatory so here is a detailed description and manual for how to do each.
Next: Tracking and Exposure >>
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