Originally Posted by divshow
I have tried Overture and a few others. Spend a good amount of money on them and didn't receive a single customer. I'm not sure if it was done 100% correct or what, but if someone could let us know what HAS worked, I would greatly appreciate that info...
Last month I started PPC campaigns with both Google Adwords and Overture. I had a fair amount of success with both, and wanted to share my experience.
First, let me get my bias out of the way: I have a distinct preference for Google Adwords. I will be happy to go into the reasons for that if anyone is interested, but will leave it out for now.
Instead, I'd like to talk about what did work for me. Since I was a PPC newbie when I started, I felt that I needed some help from the pros to get a good return on my ads without spending a ton of money. As a small business owner, I don't have a massive marketing budget that I can blow through each month.
I began with Catherine Seda's book Search Engine Advertising: Buying Your Way to the Top to Increase Sales
. It is a pretty good overview of all the different forms that PPC can take (Paid Inclusion, PPC, etc.). While she only devotes one chapter to PPC, her other chapters on ROI tracking and copywriting for maximum response are well worth it.
The next stop for me on the learning curve was Andrew Goodman's excellent e-book Google AdWords: 21 Pay-Per-Click Campaign Secrets Your Competition Doesn't Know
. This is a comprehensive view of how to manage a PPC campaign using Google Adwords (and since I had a Google bias proved very effective).
Those were my learning tools, now for some of my own advice. Lisa, you said that you did not get a single customer from your PPC campaings. I took a look at your site, and wanted to find out if by customer, you meant someone who purchased one of the products that you sell.
For me, the Adwords campaign was just to get people to download two free chapters of a digital camera guide that I offer. I had a very specific ad that generated about a 3% - 5% click through rate. This took the people that clicked the ad to a specific landing page devoted to introducing the two sample chapters. I was tracking my conversion rate by seeing how many people actually downloaded the two chapters. In the end, conversion rates were anywhere from 11% - 33% (depending upon the keyword).
The most important thing that I learned from all of this: expand your keyword horizons. I originally began with a keyword that I thought was highly relevant: "digital camera guide". As the weeks passed, and there was little or no conversion I began to wonder what was going on. Then I realized that people who are confused about digital camera terms are probably more likely to search for the term they don't understand than a "digital camera guide." This proved to be the way to go, since I found a lot of keywords in this area that don't cost a ton (0.5 - 0.10 per click) and get a great CTR and conversion rate.
Within a week I was sitting at the top spot for some of my keywords on Google (since people were clicking the ads a lot) and that proved to be more than I had bargained for. I was getting a lot of click through, but was also paying a lot. I have since scaled back those campaigns, but they are still effective at getting me a targeted number of clicks each day.
I hope this helps as a start. I will be happy to provide more information as I learn more about the interesting (and sometimes expensive) world of PPC.
- Photography, Video and Web Development Services