Increasingly business owners in Ireland are waking up to the possibilities of spending some of their advertising and marketing revenue on Search Engine pay per click campaigns. The most popular of these is the google adwords system.

The advantage of a ppc campaign is that your promotional message is displayed when your target customer base is actively looking for a solution to a specific probelm by searching for it in a search engine.

Another benefit of ppc is that it is possible to make all of your marketing accountable, you can very quickly see what is working and do more of it and stop what isn’t working. This simply isn’t the case with traditional advertising which is much more expensive and harder to track.

So Irish businesses are jumping in head first and hoping to get some more business from this new medium. However based on some of the campaigns I have witnessed a lot of them won’t be getting a good return on their investment.

The good news is that there are a number of ways you can make your Pay Per Click Campaign more effective:

1. Continually test two adverts at once, drop the weaker performing one and keep the best one, then create a new advert and test this against your best one.
2. Make sure your landing page is relevant. So often I see advertisers sending traffic to the homepage of their website rather than deeper into a part of their web which is closely relevant to the original search term.
3. Capture contact information. Always try to capture the contact details of your prospects, at the very least an email address and name, even better if you can get the postal address and phone number. Getting this information will allow you to follow up by sending additional information. Remember on average it takes seven contacts before a prospect decides to do business with you. One of the best ways to capture prospect information is to offer something of value in return, perhaps a free book or other information.

I hope this has given you an idea of how you can improve your pay per click campaigns. If you need any help then please give us a call and we can help you.