How to Combine Your SEO with Pay-Per-Click Advertising Campaigns by Simona Antosikova - HTML preview

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3. Pay per Click Advertising Campaigns


1. How to Create the Ad and Description of Your Campaigns

Now it’s time to create your successful ad (for Google) or keywords description (for Yahoo!). Their role is to generate more traffic on your web site; therefore they must attract people’s attention. You have to push people to take an action by clicking on them. Consequently I would advise you to emphasize the advantages of your product and its benefits for your customers.

You must be concise, accurate and clear for you have restricted space. Be careful, characters include spaces as well.

Here is the structure of ads in Google Adwords: Headline (max.25 characters)
Description line 1 (max. 35 characters) Description line 2 (max. 35 characters) Display URL (max. 35 characters)
Destination URL (max. 1024 characters)

Dublin City Apartments
Self-catering apartments in Dublin. From€22 pps. Short and long stay.

Here is the structure of a description in Yahoo!: Title (maximum 40 characters),
Description (maximum 190 characters) Destination URL (maximum 1024 characters)

Buying House in Ireland?
Save money and avoid exchange rate risks with large currency...

Before starting to write your ad and your description, just have a look on these useful tips:

Get inside the customer’s head. What are your customers looking for? What do they expect? If you just wonder how to get inside the mind of your customers, help them fulfil their needs and create successful commercial relationships, this series could be useful to you: Sales People are from Mars, Buyers are from Venus.
As you have limited text space, avoid terms like “a”, “the”, “of”, “at”… Use words like “new”, “free”, “limited offer”, “discount” to attract clickers. Avoid superlatives like “the best product...”, “the most wonderful …” or “the top of…” It is too basic and not pertinent.
Always include your exact keywords in the title of your ad. If searchers see the keywords they entered in the title of the ad, they will likely click on it.


2. How to Run Your Campaign with Google Adwords

1. Google Adwords Fundamentals


Launched in 1998, the Google Adwords Program is now the leader in the pay-per-click search engine industry.

How did Google manage to beat its competitors Yahoo, MSN, AltaVista…? By implementing a completely new search engine system. Contrary to its competitors, Google doesn’t list ads by only considering your bid or Cost-Per-Click (CPC). Google also checks if your clickthrough rate (CTR) is high:

Number of clicks your ad received CTR =


Number of times your ad is shown (impressions)




High CTR = = 5.50 % 20




Low CTR = = 0.05 % 2000

It means that with traditional pay-per-click search engines, you have to bid more than your competitors if you want to get ranked first. With Google, you also have to get a higher CTR as your position is determined by multiplying your CTR by your CPC:

Position = CTR × CPC

In few words, it doesn’t matter how often your ad appears and how much you pay. The key thing is that people have to click on your ad. Therefore your key phrase or keywords have to be relevant to the search. If your keywords achieve at least 1.5 % CTR, it means that they are relevant.

Other Google Adwords fundamentals you need to know to run your campaign successfully:


Only the top 8 ads are shown on the first page


You must achieve at least a 0.5% CRT to maintain your campaign active.


2. Create Your Account and Your Campaign


Now it is time to create your new campaign. Go to and start the following steps:


1) Click the “click to begin” button and sign up the form for the “Standard Edition”. Choose your target language and location.

2) Enter the ad you created by following the instructions page 2. Before entering your URL destination address, be aware that you can send them to whichever page (i.e. the thank you page that comes after an order or other form is submitted). Your home page may not necessarily be the best one for all your ads.

3) Enter the keywords list that you have created with page 1. If you have not found enough keywords feel free to use the keyword suggestion tool, by entering your keyword and click “Search”. Use the advanced option “Match types” to apply specific formats on your keywords as explained page 2.
Notice, that with Google Adwords, you have the possibility to format your keywords with the four types of keyword matching options:

Broad matching : for example => marketing consultant. Your ad appears each time users search on these keywords, whatever the order or the other search terms.
Phrase matching: for example => “marketing consultant”. Your ad appears if the keywords are all present in the right order, regardless of other search terms. Exact matching: for example => [marketing consultant]. Your ad only appears if the keywords are all present in the right order.
Negative matching: for example => - manufacturing marketing consultant. Your ad appears if the word “manufacturing “does not appear in the search query.

By using these matching options, you should be able to produce well-targeted results. Google also gives you the possibility to block your ads showing for searches conducted by people from certain countries or people who speak a certain language.

4) Decide on your daily budget. Choose the budget which fits to your resources.

5) Place your bid as well. Your bid price is your maximum bid price, which means you will not necessarily pay that all the time. You will only pay 1 cent more that the competitor under you.

Google will suggest you a bid amount, however it is not compulsory to follow up their suggestion. Just place the bid that you can afford. To find the most relevant bid, use the traffic estimator by clicking “Estimate Search Traffic”: it will give you some idea on the amount of clicks you can expect per day, the position of your ads among the others and how much you will be spending:



00339.jpg00340.jpg00341.jpg00342.jpg00343.jpg/ Minimum Bid [?] Tax planning Minimum bid:€0.04


Max CPC /
Predicted Status [?] Search Volume [?] Estimated Avg. CPC [?] Estimated Ad Positions [?]


€0.21 €0.11 0.21 4 - 6 Active

I would recommend you to place higher bids at the beginning. That will help you to generate traffic on your website rapidly and therefore to figure out which ads work and which ones don’t.

6) Enter your email address and your password. Afterwards you will be sent a validation email. Log into your new Google account. You just have to enter your credit card details and your campaign will be running!

7) If you wish to add a new campaign, log into your Google account and click “Create New Campaign”. Then you will just have to follow the steps that we have just detailed below.

The good strategy is to run two ads against one another. After few weeks, delete the one with the lower CTR and write a new one to replace it. Google will automatically alternate your ads according to their CTR.

To create a new ad, just click the link “Create a new ad” on the right of your existing ad. Enter your new ad, and then click “Save new ad”. Google will alternate your different ads throughout the day.

Warning: to keep your account active, your CTR must reach at least 0.5%.


3. How to Track Your Google Adwords Campaign

Providing that your keywords fall below the 0.5% CTR for the first 1000 impressions, they will get disabled. That is the main reason why you need to track your keywords performance and modify them regularly. Remember, change your words around, use new keywords matching options, try out different capitalization and spelling variations, use singular or plural versions as well as different punctuation…

You can track your keywords performance with the reports Google will send you. It is you who decides if you want to receive a daily, weekly or monthly report.


Campaign 00344.jpg00345.jpg00346.jpg00347.jpg00348.jpgAd
Group Keyword Keyword Matching Keyword Keyword Status Min CPC

Current Maximum CPC
Keyword Impressions Clicks CTR Avg Cost Avg Destination CPC Position

Newsletter Signup
Newsletter Signup
Newsletter Signup

Newsletter Total - content targeting

best marketing Content 144,117 26 0.0% €0.15 €3.79 3.3
Broad Active €0.09 €0.31 default URL 5 0 0.0% €0.00 €0.00 2.8
Newsletter Signup

Newsletter business
development ireland

newsletter Broad Active €0.05 €0.31 default URL 10 0 0.0% €0.00 €0.00 2.1
Broad Active €0.09 €0.31 default URL 2 0 0.0% €0.00 €0.00 3.0

Google can also create your personalized report in only five minutes. Click on the tab “Report“ => “Create a report now”. You can create a report to track the performance of your keywords, text ad, image ad, URL, ad group, campaign and account.

In order to save money, you can delete the keywords that do not convert into sales from your list. To finish, don’t be obsessed by getting the first position. The first position enables you to get more clicks, but not necessarily to get a high conversion sale. Why? Because clickers who aim at purchasing something will take time to look down the page. In contrast users who just want to take a quick tour will click on the first ad.



Remember that your goal is to get as many clicks as possible so that you get a good position among other ads and drive the cost of each click down on the same time.

Making tiny changes to your ad can have a strong impact on your CTR. Keep changing your ads around regularly. After few weeks, you will be able to detect your performing keywords. Use them to rework on your ads. Your ad should include your best keywords. On the same way, if you detect bad keywords, delete them from your ad.
Remember, Google gives two lines of description following your title. Try to switch these two lines, which could make a big difference.

Google gives you a separate CTR and CPC for each ad. So you can track their results separately:

What Buyers Really Want Is often different to what You Sell So what's the secret to Success?
Sales and Marketing Ideas
Free Bulletin Every Month, with

Articles to help you Grow Business

10 Clicks | 0.40% CTR | €0.21 CPC Served - 9.1% [more info]
Edit - Delete
49 Clicks | 3,4% CTR |€0.24 CPC

Served - 71.4% [more info] Edit - Delete



Google has a built-in "conversion tracking" tool that's linked to AdWords. You put their code in the "success" page on your site and along with your CTR statistics, Google will give the % of visitors who opt in or buy in your weekly, monthly or daily report.


3. How to Run Your Campaign with Yahoo! Search Marketing

Yahoo! Search Marketing (formerly Overture) is one of the most expensive, and competitive pay per click search engine. If you are serious about generating targeted traffic to your site, but less bothered about minimum (or maximum!) bid amounts etc. then you should consider signing-up with Yahoo! Search Marketing.

1) First of all, go to and sign up for the “Sponsored Search”. To start on your own, without assistance and fees, sign up for the Self Serve plan.

2) Before establishing your account, select your country and click “Continue”.

3) Now enter the 40 best keywords that you found in the box on the left of the page. With Yahoo! you have the possibility to re-organize your keywords by category, which is very useful (Categories are names you assign to groups of keywords that are similar in a particular way, i.e., product type).
You can use the keyword suggestion tool if you couldn’t find enough keywords. You just have to enter your keyword in the keyword selection tool and click “Get Keywords”. To add one of these keywords, simply click the tick box next to the keyword and it will automatically be added.
Use the Keyword Assistant as well to select the most performing keywords:


Monthly Search Volume=number of searches the keyword received across Yahoo network in the last month. Estimated Clicks =estimate of how many clicks you can expect to get over a month using a standard click-through rate of 5%.

Some search terms may have slightly lot of searches; nevertheless it doesn’t mean that you will get numerous clicks and high conversion sales. As I explained before it is better to have keywords which specifically target your customers. General search terms might not ensure you good return on investment.
Always repeat the keyword in both the title and description to improve your chances of a click.

4) Write the description for your keywords as explained page two. You have the choice between writing the same description for all your keywords and separating each description for each keyword.
Read once again the tips that I gave page one to write your description and be careful that the URL you submit links to the specific page on your site that most directly relates to the corresponding keyword.

5) Bid on each of your keywords. Keep in mind that with Yahoo! your position will depend on how much you bid. The higher you bid, the best position you will get. Before starting to bid, have a look on the top five maximum bids. That will be useful to determine your own maximum bid (you will only pay 1 cent more that the competitor under you).

00351.jpgTo get the higher positions, you have to maximize your bids.




00352.jpg00353.jpg00354.jpg00355.jpg00356.jpg00357.jpg00358.jpg00359.jpg00360.jpgDecide on your daily budget. Experiment with different daily budget amounts by entering currency figures and pressing the Calculate Estimates button to update the estimates.



If you want to increase your traffic, consider increasing both your max bids and your budget, because only increasing your budget doesn't necessarily increase the number of impressions you'll get.

7) Sign up the form and enter your credit card details.


8) After finishing this, you will be sent a validation e-mail. To finish, just complete the survey submitted by Yahoo! Now your campaign is on the way for success!


00362.jpg00363.jpg00364.jpg00365.jpg00366.jpg00367.jpg00368.jpg00369.jpg00370.jpg00371.jpg00372.jpg00373.jpg00374.jpg00375.jpg00376.jpg00377.jpg00378.jpg00379.jpg00380.jpg00381.jpg00382.jpg00383.jpg00384.jpg00385.jpg00386.jpg00387.jpg00388.jpg00389.jpg00390.jpg4. How to Run Your Campaign with



The most recent major search engine is MSN Search, owned by Microsoft, which previously relied on others for its search engine listings. In 2004 it debuted a beta version of its own results, powered by its own web crawler. In early 2005 it started showing its own results live. This was a huge development for many webmasters, who seek inclusion in the major search engines. In 2006, Microsoft started migration to a new search platform - Windows Live Search.

The procedure is quite similar to the above-mentioned Google Adwords or Yahoo! Search Marketing. Advertising on Live Search starts with signing up for an adCenter account. Once you have done this, you can set up your campaigns using the following four steps:

1. Create a Campaign


Name your campaign and set targets and tracking preferences.

2. Build Your Ad
Compose your ad, provide the links (URLs) for your ad, and even customize your ad so you can dynamically insert text.

3. Create Your Keyword List
Use tools to research keywords that could help your campaign and also upload keywords in bulk if you already have campaigns on other search engines.

4. Set Your Budget, Place Bids, and Submit
Decide how much you want to spend on your campaign and any target you may have applied. Then submit your order.

Microsoft adCenter is a robust advertising platform that you will use to build your search campaigns. Once you have an account, you will be provided with the tools, reports, and guidelines you need to build search ads seen by Live Search users.

Microsoft adCenter features include targeting based on: ¡ Geographic location
¡ Gender
¡ Day part and day of week

An interesting issue is that you can import your ads and keywords lists from Google Adwords and Yahoo! Search Marketing which can save you much time.


5. Conclusion


68% of all searches in the world are made on either Google or Yahoo!


Getting a good ranking in Google, Yahoo! and recently in as well can have a strong effect on your business!

Google 35.11% ............................112 Million Yahoo 32.79% .............................105 Million MSN 12.00% .................................39 Million AOL 9.00% .................................... 29 Million AltaVista 1.74% ............................... 6 Million Lycos 1.57% ..................................... 5 Million Netscape 1.10% ................................ 4 Million LookSmart 0.59% ............................. 2 Million AllTheWeb 0.21% ............................ 1 Million Hotbot 0.10% .................... Less than 1 Million Open Directory 0.01% ...... Less than 1 Million FindWhat 0.0028% .......... Less than 1 Million

Total 99.72% ................................ 321 Million


Source - Wordtracker

A very important point to keep in mind with pay per click is you must test, test, and test some more. Don't start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers. A few hours spent ensuring that the correct search phrases are targeted can save months of useless optimisation. Make sure that your most performing keywords appear on the pages of your website, especially on the homepage. If you change the content of your website, don’t forget to keep your best keywords.

An essential part of your testing is having a method in place that allows you to track your return on money invested. Keep in mind that like any successful marketing strategy, it is vital to ensure that you know whom your audience is and how to reach them

Identify the search phrases that have been untapped by your competitors. Some search terms may have slightly fewer searches, but may have dramatically fewer competitors. Many, many search terms are so saturated by competitors that it would be highly unlikely that you would achieve a high enough ranking to reward your efforts. Therefore, it is often worthwhile considering those search phrases that may not have quite the same level searches each month, but likewise do not have as many websites targeting that term.