SEM and in particular Google’s Pay Per Click is an effective method to drive visitors to your website when you need traffic and you need it now! Market leaders know that a successful PPC campaign must be coordinated with website content. Market leaders create website content to target a specified customer or market. For example, the dealer creates a website page that promotes the virtues of a popular Fuel Efficient Minivan they have in their inventory. What happens next is they assemble a list of carefully researched Keyword Phrases that are relevant to this promotion:

Researched Keyword Phrases

Fuel efficient minivan

Low gas mileage minivan

Fuel economy Minivan

Minivan mpg

Most fuel efficient Minivan

Finally an ad is carefully crafted to further qualify the potential customer. When you bid on a Keyword Phrase your ad will appear in the Sponsored Link section of the Search Engine Results Page (SERP). The dealer pays only when someone clicks on their ad and is directed to a page on your website that has been created to promote the ad. Because the dealer is paying every time their ad is clicked on it is import to write good ad copy and that the page that the visitor is landing on (Landing Page) has been designed to convert (Conversion Rate) that visitor into a lead.

Market leaders develop dozens (sometimes hundreds) of website pages to promote niche market and drive traffic to these pages via their AdWords campaign. Some examples of these promotions (Landing Pages) are:

AdWords campaign

Used Cars for Under $10,000

Used Cars for Under $20,000

Edmonton Used Luxury Vehicles

Used Commercial Truck Sale

Specials on Used Hummers

Used Diesel Trucks Sale

Lowest Price on Fuel Efficient Cars & Trucks

Sudbury lowest prices on Heavy Duty Trucks

The dealer bids on Keyword Phrases targeting each of the above promotions and creates the relevant ad copy to encourage a high Click Through Rate (CTR). When the ad is clicked on the visitor is taken to a page on the dealers website that has been designed to sell that customer.