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So, your boss has told you that Google is the great new channel for sales, or so he believes, and as the IT guy, it’s obviously your job to manage a new online marketing campaign.

Your boss has given you a budget, and an expectation that he’s going to see some return on investment, so where to from here?

There are a few things you need to ensure you get the most out of your PPC Campaign:

1. You should setup landing pages and ensure they are well laid out and presented with good information. If you’re running a particular campaign, then directing your customers to a landing page tailored to the search results will produce far better results than pointing them to your general homepage and making them try to find what they’re looking for, give it to them straightt up.
2. More importantly, your landing page will need to have an order process, or some way of contacting your sales team, otherwise your leads will never convert.
3. Try a different mix of advertisers. Remember: Google has around 50% of all web traffic in Australia, so a Google Adwords account is a no brainer, but Yahoo and MSN also represent a large proportion of the SEA Market where web surfers are searching outside of google, so if your budget allows, you may want to experie
4. Setup Google Analytics to monitor your conversions, this will be give you indications of success.
5. Keep a tight leash on your campaign. Monitor your spend, and see which search terms are giving you the best return on investment.
6. Monitor the terms that give the best ROI, and cull the terms that aren’t performing.
7. Turn off your campaign when you’re not getting any return. The term tyre kickers is used amongst salesmen to describe potential customers who look around, and ‘kick tyres’ (referring to a potential car sale) and essentialy waste the salesman’s time. If your core operating hours are 8am-6pm, and your customers do most of their browsing of your site and purchasing during these hours, it’s likely that anyone who clicks on your paid links in non-peak times will be less interested in purchasing, and therefore increase your cost of acquisition whilst reducing your return on investment.
8. Wherever possible, monitor your sales performance before the campaign and then reflect after a week or even a month into the campaign to see if the online advertising is having a positive impact on sales. If it has, this is where the IT guy goes to his boss to show the benefits of online marketing and asks for a payrise.

This article is brought to your by SearchKing, Specialists in SEO, Search Engine Marketing and Search Engine Advertising.

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