Michigan Pay Per Click Advertising - Creating a Winning Ad Campaign

Using Google Adwords to promote your Michigan based business can be a rewarding or punishing experience for most small businesses. Rewarding in the sense that you can bring highly qualified traffic to your site. Punishing in the aspect that you can lose a lot of money very quickly if you or your employees don't know what they are doing!

Before you hand over your credit card number to Google it's best to make sure that you have a very clear course of action for your prospective customers / visitors to take. In our minds there are only two desired actions for any commercial website that are acceptable when running ads.

Desired actions:

• To gather lead information (collect leads) OR contacts that wish to receive more information about your product or service.
• To make sales (self explanitory).

EVERYTHING THAT YOU DO online should be tracked however, this is not always possible. For example, if I'm trying to optimize my site for the search engines, I have a URL that I want to promote to raise my rankings. The motive here is to raise my search engine rankings, I have other means of tracking that kind of information (SEO Elite for example) and the tracking program is not necessary. When optimizing I don't use a link that a tracking programs gives me because I don't want my tracking link becoming popular, I want the page that the customer is landing on to become popular.

I do use tracking programs to track ads that I'm paying for, it's the best practice to get return-on-investment figures. If you have the ability to track sales separate from leads you can actually measure how effective your sales staff is at converting these leads into paying customers and make every effort to increase your conversion rates. Additionally, when you look at your online sales figures you can make improvements to the copywriting on your pages to convert more leads to sales.

Now that you have the desired course of action and a tracking program in place, start testing!

Using a small budget, create some ads in Adwords that will send very targeted users to your site and figure out your starting metrics. Since we have determined that a sale or a lead will consitute a 'conversion' you should now have some metrics to improve upon. If your results are diasterous, don't lose heart now. The best that I would hope to do at this stage is break even! Now is the time to start adjusting your web copy and measure the effectiveness of your sales staff.

"Call us now to setup a 'guilt free, warm and fuzzy appointment' so that we can listen to you and come up with a plan that will work for your business at 734-309-0286."

When you reach a point where you are converting at a rate that generates a profit you can throw more money into your ads to increase your market share and broaden your keyword base. BUT don't fall into the trap of being satisfied with our web copy, you can always improve something to achieve a better conversion rate.

However, if your find yourself wasting a lot of time and not getting results you can feel free to call us. Did you think that you were going to read all of this without a plug for our business? :-)

We can help you at any time if you are stuck or just don't know what to do! We have a very patient staff that will very kindly guide you through the process to ensure that you are getting everything that you need to help your business succeed online.

Call us now to setup a 'guilt free, warm and fuzzy appointment' so that we can listen to you and come up with a plan that will work for your business at 734-309-0286.