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Pay Per Click - PPC Management Article

Pay Per Click (PPC) Nuts & Bolts

Pay per click marketing – also known by its acronym, PPC – is fast becoming a strategic and fast way to sell your goods and services online. Billions are now spent on paid search techniques. However, if not done properly, a pay per click search engine campaign can do some real damage to your bottom line.

As with many online marketing strategies, it’s easy to throw out tried and true marketing concepts and attempt the get rich quick approach. In the world of pay per click advertising, this can be lethal – a quick way to draining your bank account.

Here are some tips to running an effective pay per click / PPC advertising campaign.

Define your goal for your PPC campaign.
What is exactly that you wish to accomplish with pay per click advertising? Sales? A completed lead form? A phone call? A simple email address? A subscription to your newsletter? Branding?

Develop your initial PPC keyword list using highly targeted terms.
Start with most exact keyword phrases possible. You can always expand your list to more general terms, but only after you have determined that your initial keywords are getting your desired results. In addition, general keyword phrases tend to burn through your PPC account faster than targeted ones. Go to the search engines and see what your competitors are doing. Are they running PPC ads? What keywords are they using in their pay per click campaigns?

Implement PPC conversion tracking from the start.
If you decide to use Google Adwords or Yahoo! Search Marketing, these PPC engines offer their own conversion tracking code you can simply install on the order confirmation page of your website.

A/B test your PPC ads.
Write 2 different ads for all your campaigns. This way you can see which approach works best. Then throw at the ad that performs poorly, write another one and start again. What ads are your competitors using? Which ones do you see over and over? Eventually, you’ll have your own high-converting PPC advertisement.

Implement smart pay per click bid management.
 Don’t go for the number one bid unless it’s dirt cheap. Studies have shown that the top 3 positions are quite effective. You don’t need to be number one. Let the guy with money to burn take that spot.

Get creative with your pay per click / PPC ads
Try different approaches with your pay per click ads. Give something away free. If you sell a product, try adding the price. Make your ad mysterious. Pose a question. Try different product benefits and see which one converts best.

Try PPC guerilla marketing keyword techniques.
Consider keyword misspellings, part numbers, names of competitors and their products. All these kinds of words can get you affordable PPC traffic.

Determine if your PPC Campaign is making money.
After a hundred clicks or so, count your beans. Take your gross profit and subtract the money you spent on those clicks. Are you profitable? This question can be tricky since only you can decide what “profitable” means. This really goes back to my first point about defining your goals. Does “profitable” mean sales, a lead, branding, an email address?

Adjust your PPC campaigns and try again or expand.
If your pay per click campaign isn’t working, go back and start again. Try something different. If it is working, you now know your top converting keyword phrases. Expand your PPC marketing to other pay per click engines.

Make your pay per click marketing be profitable with PPC Management Services!

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