1. Give up too quickly. Many studies reveal that most Adwords advertisers are failure because they give up too quickly. They expect to earn money quickly and easily by setting up a campaign and wait for money rolling into their bank, without any further action, in short term. They are wrong. It is not easy like that!

2. Lack of the strategy planning. It is obviously that planning is a key success factor for all kinds of business. It will help you to minimize redo and undo tasks. Also, it will help you to settle your own direction. Most Adwords advertisers should plan their strategies, budget, and their action in the PPC online advertising game, but they do not.

3. Lack of creativity. The internet marketing and PPC online advertising is an art, not pure science. All Adwords advertisers should come up with their ideas, creative and new strategies for testing their PPC advertising campaigns all the time. Otherwise, they will fail and can not win this game.

4. Lack of systematically testing system. In the internet marketing, particularly in PPC online advertising world, you must test everything in the systematic way, which you can test. In the Adwords advertising, you should test: (1) keywords (2) ad-copy (3) landing page (4) campaign management and organization and (5) other things, of which you can think. Most failed advertisers do not test in the systematic way and some of them do not test anything.

5. Lack of well-understand in the market and people. There is no doubt that the more you understand your market and people, the more opportunities to earn money on the internet you have. You have to put yourself into the customer’s shoes. You have to think like customers. Most Adwords advertisers fail to do this. They are rush to set up their PPC advertising campaigns with their mind and hope that they will generate a lot of money for them without any additional actions. They are wrong!

6. Lack of well monitor, tracking and evaluation system. In the PPC, other keys to your success are: (1) monitoring your campaigns, keywords, ad-copy and landing page (2) tracking the sales, keywords, conversion rate and cost, and (3) evaluate the high performance campaign, ad-group, keywords and landing page. Most of advertisers can not do these systematically. They wait and guess for their monitoring, tracking and evaluation!

7. Lack of consistency. This is a really important factor to your success in any kinds of business in the world. Many researches reveal that most successful entrepreneurs love what they do and they do their works consistency and continuously. On the other hand, other entrepreneurs can not achieve this. They give up and do not do their work consistency when they do not see big money and big results in short term, like weeks, months. That is another reason why they fail.

8. Lack of keyword bidding strategy. This strategy is one of the most significant strategies in the PPC online advertising. The golden rule of winning this game is to avoid the bidding war! Most new and failed advertisers have not the keyword bidding strategy. Without the bidding strategy, there is no any effectiveness at all!

9. Lack of well-organize campaign. Well, many researches reveal that managing and organizing are two of the best behaviours for advertisers to do for building their highly relevancy and successful PPC advertising campaign, particularly Adwords. With the well-organize, it is easier for advertiser to run and grow their relevancy PPC advertising campaigns.

10. Lack of niche profitable and negative keywords. The PPC online advertising is similar to the keyword auction game. With this sense, keywords will become the first critical factor for success and winning the PPC advertising game. Without niche profitable and negative keywords, you are losing your own money. This reveals that keyword research is one of the most important processes to success in PPC online advertising. Most people fail with their effective keyword research.

11. Write the poor and unattractive ad-copy. Without the attractive and eye-catching ad-copy, you can drive visitors to your landing page through PPC online advertising. Your click through rate (CTR) will be definitely low. Most advertisers are failed to write the powerful and attractive ad-copy. There are a few basic rules for writing the ad-copy in PPC online Advertising, which are to: (1) include the keywords in your title of ad-copy (2) address the benefits of your products to your ad-copy and (3) test various strategies for writing your ad-copy.

12. Drive visitors to the poor landing page with low conversion rate. The conversion rate is the best critical factor for all advertisers to concern and test heavily. Without high conversion rate, you can not turn your visitors into customers and earn big money on the internet; even you have a lot of traffic. There are many guidelines of how to build a high conversion rate landing page on the internet. However, one of the most critical factors for your landing page is “headline”. You have a several seconds to load your website and grab your visitors’ attention with your title.

13. Lack of secrets weapon software. With the appropriate software, it is easier for you to manage, monitor, track and evaluate your PPC advertising campaigns. There are many kind of secrets weapon software you must have for your own PPC online advertising if you do not want to fail: (1) keyword research tools (2) keyword bidding software (3) campaign management software (if you are running multiple campaigns in multiple search engines) (4) monitor and tracking software and (5) spy competitors software. Most advertisers do not invest on those tools. They believe that they can do everything by themselves and free tools. Many researches show that those paid tools can help advertisers a lot in term of effective researching, managing, monitoring, tracking and evalution.

14. Can not stay on top in the trend of PPC online advertising. There are many changes rapidly in the world of PPC online advertising. Most advertisers are tired of staying on top in the trend and do not want to keep updated the technology. Those are reasons why they are failed in the PPC online advertising world. Current technologies or solutions can not solve tomorrow problems in some situations!

15. Focus on only one PPC search engine. Many advertisers are only focus on one PPC search engine at a time. Obviously, if you want to drive more traffic to your website and earn huge of money on the internet and do not want to fail in PPC online advertising, it is a great idea to run multiple PPC search engines at a time. You can test keywords, ad-copy, landing page across those engines as well.

Final thoughts, if you do not want to fail in PPC online advertising, particularly in Adwords, you have to avoid those above mistakes. You have to be self-improvement, be patient, be consistency and be strategic to build, run and grow your success PPC online advertising campaigns. It requires a lot of effort and time to build super-profitable PPC advertising campaigns!

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by Philip Yaffe

“I know that half the money I spend on advertising is wasted. The problem is, I don’t know which half.”

This succinct resume of the advertiser’s dilemma is often attributed to John Wanamaker, the department store pioneer. Some people prefer to give the credit to Henry Ford, the automobile pioneer, or other favorite business giants. Whoever said it first, it is certain that it has been said thousand and thousand of times since.

The significance of the observation is nothing short of astounding. These are people whose business is investing and harvesting financial assets, yet when it comes to advertising, they freely admit to wasting at least half of their money!

But the observation can be turned on its head. Viewed from this perspective, it means that these same extremely clever and resourceful marketers believe that the power of advertising is so great, even at only 50% effectiveness they still get their money’s worth. This is equally astounding!

The value of advertising can most easily be seen with mass marketed products. For example, a breakfast cereal launches a major advertising campaign; within a few days to weeks the sales figures will reflect the impact of the campaign. With technical and industrial products, the picture is not quite so clear. Few people buy a car or a piece of industrial equipment on impulse. They build up to it over a long period of time, so that the cause-and-effect relationship between advertising and sales is virtually impossible to evaluate.

Nevertheless, advertising is indispensable. So the question is, can you construct advertising campaigns that will assure the best return on investment (ROI), even when that return cannot be directly measured?

The answer is both yes and no. It is “no” if you believe that advertising by nature is more of an art than a science. It is “yes” if you believe that advertising is a combination of both art and science.

It is certainly true that advertising has a major “art” component, i.e. that people who have a “feel” for it are likely to produce better, more effective advertising than people who don’t. Unfortunately, this verity has led to the false conclusion that advertising is predominantly art, i.e. a matter of taste.

When advertising is viewed as largely a question of personal preference, the rational component of the exercise takes second importance. Worse, it often degenerates into a kind of pseudoscience of rules and regulations with no scientific justification:

– Be positive: no one likes negative advertising

– Avoid simple, straightforward headlines; headlines should “tease” readers into the advert

– Use big, bold visuals; people are impressed by pictures

– Show the solution, not the problem: this is reassuring to potential buyers

– Never write more than 15 – 20 words of body copy; no one reads body copy anyhow

– Make payoff lines (slogans) clever and memorable, not explicit and to the point

The summation seems to be: Advertising is entertainment. If you can attract attention and give a show, then you will sell.

One writer on the subject bluntly stated: “Advertising consists of first hitting people in the face with a pie, then delivering your message.” It is of course true that you must attract attention before you can deliver your message. But just how seriously is anyone like to take your message while he is wiping whipped cream off his face?

Advertising may have elements of show business. But if it is only show business, it will fail. On the other hand, if we are more detached in our analysis — i.e. if we put the art of advertising and the science of advertising into better balance — we many learn some valuable lesions. And gain some valuable commercial leverage.

I have done considerably work in pharmaceutical marketing. Doctors are perhaps the most difficult targets in the world, because what you “sell” them is ideas and information, which later on they may or may not turn into prescriptions for their patients. Thus, while the following examples relate specifically to doctors and medicines, the underlying principles are universally valid. Throughout this article, wherever you see the word “doctor”, mentally substitute the name of your potential technical and/or industrial customer and see how well these ideas fit.

Facing the Facts

David Ogilvy, one of the most highly regarded gurus of consumer advertising, asserts: “Very few advertisements contain enough factual information to sell the product. There is a ludicrous tradition among copywriters that consumers aren’t interested in facts. Northing could be farther from the truth.”

If this contention is valid for housewives, how much more valid must it be for doctors!

Medicine is a serious business. When a doctor reads a medical journal, he is looking for medical information. Otherwise, he would be reading something else. It therefore follows: Advertising in medical journals that gives real medical information is likely to attract more attention and achieve better results than advertising which doesn’t.

If this seems self-evident, medical journals bear witness to the opposite. The majority of adverts tend to fall into two categories:

1. Lots of words, but little real information (lack of a focused message).

2. A clever headline, a pleasing picture—and no information at all.

The excuse for the first kind of advert is often: “It is a new product; we need to create a personality for it.” It is hard to imagine how an empty personality, based solely on errant prose, will result in positive promotion.

The excuse for the second category of adverts often is: “It is a well known product; this is simply a reminder advert.” Certainly it makes sense to remind the doctor that a medicine exists. But it makes even more sense to remind him of why he is using it, if he is already using it. Or why he should be using it, if he isn’t.

The 80/20 Rule

The objection will now be raised: Doesn’t this “art + science” concept of advertising necessitate long body copy? Does it make sense to write long body copy when no one reads it anyhow?

Let’s examine this contention in reverse order.

For every 100 doctors who read the headline and look at the visual of an advert, let’s say only 20 will actually read the body. Does this represent an 80% wastage? Emphatically no.

The 80/20 rule is a fundamental tenet of technical and industrial marketing, i.e. in general 80% of sales come from 20% of customers. The same principle applies to advertising.

Readers who just look at the headline and visual, then turn the page, at that moment are not the real customers for the product. Those who remain to read the body copy are the real customers for the product. This is the ideal moment to tell them bout it, because this is when they want to know about it. Otherwise, they too are likely to turn the page and an excellent selling opportunity will be lost.

Body is important, in fact vital, because it is your only real chance to make the sale. But how long should that body copy be?

This is like asking how long is a piece of string. You don’t answer this question by counting the number of words. Rather, you consider the value of the words. The best guide is: If the body copy contains one word more than needed to deliver the message, it is probably too long; if it contains one word less than need to deliver the message, it is definitely too short, regardless of how many words are used!

Of course, it makes no sense to simply print the prescribing information. As Bill Bernbach, a legendary practitioner of consumer advertising, has written: “Be certain that your advertisement says something to the consumer; that it informs and renders a service. Then be certain that it says what it has to say in a way no one has ever said it before.”

Notice the balance in this advice.

First: “Be certain that your advertisement says something to the consumer.” This is advertising as a science. Determining what you want to say about your product and what you ought to say about it are two different things. This is why most good advertising starts with market research. And never lets anything go to press before it has been thoroughly tested.

Second: “Be certain that your advertisement says what it has to say in a way that no one has ever said it before.” This is advertising as an art.

How the advert expresses its message, both visually and verbally, can vary dramatically depending on who is saying it. The total impact the advert will achieve intimately depends on the talents of the art director and the copywriter, the so-called “creates” of the business.

The Use and Abuse of Creativity

Introducing the copywriter and art director into the discussion raises the vexing question of creativity in advertising.

“Creativity” is probably one of the most abused and misused words in English or any other language. As we have seen, some people think it means hitting people in the face with a pie. We have also seen the dangers of this approach. Surprising and shocking people in order to gain their attention can:

– Undermine the credibility of the serious message you are trying to deliver.

– Lead to rapid advertising “wear-out”. You can surprise and shock people only once; after that, you are likely to have no effect. Worse, you may have a negative effect!

Stripped of mythology, saying what you have to say in a way that it has never before been said simply means: Putting forward the essentials of the message in such a way that they cannot be ignored — on the first exposure and on subsequent exposures.

So much emphasis is placed on attracting attention and conveying a message on the first exposure (“pie in the face”), very little thought seems to be given to what will happen, if anything, on the second, third and subsequent exposures. This is the concept of “wear-out”; after how many exposures does the advert stop having any useful impact?

The concept of wear-out is closely allied to the idea of repetition. Unlike supermarket adverts, adverts for prescription pharmaceuticals seldom appear only once (“Buy now before supplies run out; Special discount prices, stock up now”). Instead, they usually run for at least several months, and often a year or longer.

True, few doctors read the same advert more than once, but they cannot help seeing it more than once. They will certainly see it much more often than they will see the pharmaceutical representative who visits them. Advertising is the most frequent and most consistent point of contact between the doctor and the company.

A truly efficient advert should have impact each and every time it is seen — whether it is read each time or not. This is why the fundamental structure is so important. And why it is well worth spending the time and energy to get it right, i.e. concept development not only for journal adverts, but also for brochures, mailings, oral presentations, symposia, etc.

How do you create advertising with such power and longevity?

In general, any advert that communicates the product name and main sell proposition in a flash should continue to work as long as the underlying strategy remains the same. The assumption is, each exposure — even if it is only as long as it takes to turn the page — reinforces previous impressions of the message in the journals, mailings, etc. Adverts that rely on “teaser” headlines or other indirect approaches are more problematical. It is far more likely that the doctor will perceive this kind of advertising as promotion rather than information, and will turn the page with no reinforcement of the selling message.

Courage and Conviction

A truly effective long-life advert may not always appear smashingly striking at first sight; however, if it is well constructed it will grow and gain strength over time. By contrast, an advert that is extremely striking at first sight — this being its major attribute — may in fact lose power over time. Sometimes overnight.

Developing advertisements that sell on first and subsequent exposures admits of no hard and fast rules. Some times it may mean an extremely factual advert that looks almost like editorial copy; other time it may be an advert with a highly emotional content. It all depends on the nature of the product; the nature of the market, and what ideas, true or false, are already in the doctor’s mind.

There is more to good technical and industrial advertising than meets the eye. Indeed, a superficial analysis is likely to be very misleading, with very expensive consequences. To properly evaluate an advertising campaign, it is necessary to know the underlying strategy and the objectives that strategy is designed to achieve.

By way of example, here are the descriptions of three advertising campaigns I produced when I was creative director of a specialized medical advertising agency. You may not fully understand the products, but look closely at the description of each advert.

1. Product: Vasodilator

Objective: Increase prescriptions by repositioning it as the first product of a new, more effective therapeutic class

Headline: “6 Actions on the Blood and the Vessels to Combat Claudication and its Premonitory Symptoms”

Visual: 6 symbols in the form of a rectangle representing the 6 modes of action

Body copy: factual, moderate length

2. Product: Benzodiazepine

Objective: Stabilize leadership position/market share in an anti-benzodiazepine marketing environment

Headline: “My Conditions for Prescribing an Anxiolytic to My Patients”

Visual: Intelligent, serious-looking general practitioner speaking the headline

Body copy: factual, short

3. Beta-2 mimetic bronchodilator

Objective: Maximize sales potential by overcoming market prejudice to using oral beta-2 mimetics in the treatment of nocturnal asthma

Headline: “Asthma: Night Is the Enemy”

Visual: Artist’s impression of the experience of a night-time asthma attack, painted by an asthmatic artist who actually suffers such attacks.

Body copy: factual; extremely short

At first glance the vasodilator and benzodiazepine adverts might appear uninspired, even banal. They are unlikely to win any awards for advertising “creativity”. On the other hand, the asthma advert is exactly the type that could win a creativity award.

Despite their superficial differences, fundamentally they are quire similar. All three adverts had very high awareness and credibility scores. One of the so-called “banal” adverts was so well received — and had such an impact on sales — that when we proposed a more “imaginative” version, the product manager, originally unconvinced by it, growled: “If you touch my advert, I will break your arm.”

Conclusion: All three adverts were extremely creative in the real sense of the word, because they:

1. Clearly reflected the nature of the product

2. Precisely addressed the needs of the market

3. Elicited the desired response (won prescriptions)

The serious advertiser would do well to bear this functional definition of creativity uppermost in mind.

It takes courage to reject an advertising campaign proposal that is striking, cute, funny, artistic, etc., in favor of one that doesn’t seem to possess these desirable characteristics. A so-called “unimaginative” campaign that clearly responds to the needs of the market and has the innate capacity to grow and develop (i.e. continue generating sales) is considerably more creative, in the true sense of the word, than one that flashes like a meteor, then dissipates its energy and loses impact before it has had a chance to do its job.

Philip Yaffe is a former writer with The Wall Street Journal and international marketing communication consultant. He now teaches courses in persuasive communication in Brussels, Belgium. Because his clients use English as a second or third language, his approach to writing and public speaking is somewhat different from other communication coaches. He is the author of In the “I” of the Storm: the Simple Secrets of Writing & Speaking (Almost) like a Professional, available from the publisher (storypublishers.be) and Amazon (amazon.com). Contact: phil.yaffe@yahoo.com, phil.yaffe@gmail.com

Internet advertising agency provides advertising solutions on the web. This form of advertising, which has a history of about a decade only, has become the most suitable for its cost cutting and effective advertising campaigns. By using web as its channel, Internet advertising offers many advantages over our conventional advertising methods.

The growth of Internet advertising can be credited to the development of interactive online media tools and formats. Advertisements that appear on the web are more interactive, cost less and can effectively deliver the message of the advertiser to the audience. Some popular online advertisement formats include banner advertisements, pop ups and pop unders, video ads, widgets, etc.

The consumption of online media and user behaviour has also been found to be supporting the growth of this industry. Amid all these developments,Internet advertising agency has to play the central role of delivering target oriented messages to the users and evoke intended response.

The cost cutting in Internet advertising campaign is due to lesser production cost than offline advertising and also due to inexpensive space available on the web. Typically an online advertising campaign cost many times lesser than mainstream advertising. Online advertising agency also provides a number of services that are used to monitor the impact of advertising campaigns. The results can be concretely put forth as various actions and responses can be tracked. Offline advertising often suffers from this lacunae.

Online advertising agencies are the next generation advertising leaders and we have a lot of evidence coming up. Google’s launch of advertising programs and services, those 16 billion dollars they make in a year from online advertising, Microsoft’s desperation to acquire an online advertising platform, etc. These are some of the examples that support the view that Internet advertising is pulling the crowd.

Banner advertising has large range of promotional campaigns those vary from cell phone to online survey companies. In fact almost every company that is selling their services through some form of Internet marketing has a banner advertising system set up.

Important thing about online banner advertising is that banner advertising is almost an art form and banner advertising campaigns should be monitored and launched by professionals advertisers. I have seen many companies that have sworn off banner advertising because they had spent thousand of dollars and much time but didn’t get any chance to succeed.

But that does not mean online banner advertising is completely dead and does not provide any benefit in terms of marketing and advertising. If you run a right banner advertising campaign then it can yield mutually beneficial results for the promoter and the product owner. You should follow some rules to run a successful banner campaign in order to make it useful and beneficial.

Very first things you should remember in banner advertising are niche and relevancy. Niche means your website theme and relevancy means banners placed on other company’s website should relevant to your company niche. If you publish banners relevant to your companies niche them I am sure you would get maximum benefit. For this you could join advertising networks that relevant to your website niche and they will ensure that your banners only appear on relevant websites.

Another aspect of banner advertising that you should focus in creation of banners. I have seen many banners those look very dull and are not able to grab the attention of visitors. Many campaigns fail due to unappealing banners because they are not able to express why they are on a web page and what they want to say? So if you are going forbanner advertising then make you banners more appealing, good looking and should have some attractive text to grab the attention of visitors. There are also two types of banners that you can employ to promote your product, static and dynamic.

Static banners stay the same for all viewers while dynamic ones display a rotation of images. If you make an effort to create tasteful and effective banners that are placed on optimal venues you will see results. If you can’t do these things themselves then you could join anybanner advertising network, which could provide banners according to your needs and niche and they also publish your banners on sites relevant to your niche that provide you good return in short span of time.

In advertising service is a company which will create and execute advertising campaigns on behalf of other businesses. This means that the business will have a team of professionals working to create advertising that will get them to maximum amount of media coverage to increase customers and profits. There are various ways in which advertising service can help your business, and here are a few of those ways:

· An advertising service made do market research on behalf of your business so that their advertising campaigns are well targeted.

· Speak with the business owner and create a marketing campaign plan which will cover all aspects of the marketing including way marketing will take place and the frequency of adverts and other forms of advertising.

· Sometimes an advertising service will offer you a type of guarantee. For example if you are working with an advertising service that will provide advertising via the Internet they may tell you that they will guarantee your website the first page ranking on Google. Then the advertising service will do all they can to ensure that this happens to your business, and this is usually within a set period of time – often around three months.

· Looking for new ways that your business can advertise its products or services. If your business has been stuck in advertising rut, using an advertising service could be the breath of fresh air that it is looking for. Often it is difficult for a business to see advertising in new lights, especially if the advertising that a business is done has remained the same for several years. Sometimes having someone else outside of the business in charge of the marketing and advertising can really work to raise businesses image.

· Using an advertising service also means that the business will get the best advertising as and when they need it. There is no need to pay for such a service every month as a business may only need to use an advertising service once or twice a year.

· By using such a service a business can rest assured that they are working with professionals and that all the advertising that is created for them will be well put together and well researched so that it will get the best results for the business.

Any business that wants to increase their customers and their profits needs to get their marketing and advertising right as without this there will be no position to attract new customers.

Advertising is one of the most important ways for a business to attract new customers and raise a brand image. Large businesses tend to have in-house advertising departments which cope with creating new advertising campaigns and putting them out to the public. Smaller businesses often don’t have this luxury and then it can be difficult to successfully create a good advertising campaign. Any business that is looking to advertise their products or services but doesn’t have the advertising know-how should consider using an advertising service.

In advertising service is a company which will create and execute advertising campaigns on behalf of other businesses. This means that the business will have a team of professionals working to create advertising that will get them to maximum amount of media coverage to increase customers and profits. There are various ways in which advertising service can help your business, and here are a few of those ways:

· An advertising service made do market research on behalf of your business so that their advertising campaigns are well targeted.

· Speak with the business owner and create a marketing campaign plan which will cover all aspects of the marketing including way marketing will take place and the frequency of adverts and other forms of advertising.

· Sometimes an advertising service will offer you a type of guarantee. For example if you are working with an advertising service that will provide advertising via the Internet they may tell you that they will guarantee your website the first page ranking on Google. Then the advertising service will do all they can to ensure that this happens to your business, and this is usually within a set period of time – often around three months.

· Looking for new ways that your business can advertise its products or services. If your business has been stuck in advertising rut, using an advertising service could be the breath of fresh air that it is looking for. Often it is difficult for a business to see advertising in new lights, especially if the advertising that a business is done has remained the same for several years. Sometimes having someone else outside of the business in charge of the marketing and advertising can really work to raise businesses image.

· Using an advertising service also means that the business will get the best advertising as and when they need it. There is no need to pay for such a service every month as a business may only need to use an advertising service once or twice a year.

· By using such a service a business can rest assured that they are working with professionals and that all the advertising that is created for them will be well put together and well researched so that it will get the best results for the business.

Any business that wants to increase their customers and their profits needs to get their marketing and advertising right as without this there will be no position to attract new customers.