Feb 07 2008
Top 10 Pay Per Click Tips For Your Web Marketing Plan
Pay per click campaigns can bring in targeted traffic when you need it. A PPC strategy should be included in your web marketing plan. Here are 10 pay per click tips to get you going:
- Be Creative: Using the obvious keywords might get you impressions but it will not be easy to stand out from the pack. Try being creative and picking keywords that are more narrowly focused. This technique will get you cheaper clicks and a more targeted consumer.
- Know Your Clients: To target the ideal searchers, you need to think like them. What would you type in a search engine if you were that person? Try removing yourself from your position and putting yourself in their shoes. Think like an advertiser and try to understand how the general public thinks.
- Test, Test, Test: A great pay per click campaign is always evolving. Just when you think you have the perfect campaign, you start to see your click through rate (CTR) drop. That’s why always shooting for a better ad copy is crucial. Test them side by side, if it works… GREAT! If not… try again.
- Split Test Landing Pages: Optimized landing pages are important for getting high conversions rates. As an example, minor changes such as altering the color of your submit button can result in double the conversions. Run split landing pages over the series of a few weeks. Keep the one that converts the best and test a new landing page against the winner. Keep doing this until your conversions are through the roof. Don’t forget once again, think like the consumer. What would you like to see when you click on an ad?
- Benefit the Reader: Why should the consumer click on your ad? Make sure you post the benefit of your service right away in the first line of ad text. Give them the benefit first and then some bonus information on line two. Following this format can result in double the CTR.
- Grouping: Group your ad groups in a logical way so that your headline makes sense for each keyword. If you are selling baseball equipment and your headline is titled “Sports Equipment”, you will most likely not entice many shoppers since the searcher will be unsure what type of sporting equipment you sell. A way around this is using dynamic text so that the headline reads whichever keyword the searcher has entered.
- Budget Wisely: Set a daily maximum if you are worried about spending too much money on pay per click campaigns. You need to know how much you are willing to spend on a daily, weekly and monthly basis and plan accordingly. Your budget should obviously be tuned for maximum ROI. If you find yourself losing money on pay per clicks, you need to scale back and re-evaluate your techniques.
- Monitor But Do Not Obsess: There is no right answer for how much attention you should give a pay per click campaign. The best advice we can give is to give it the attention you feel it needs without driving yourself crazy. A new campaign is like a baby, it will require a little more attention until it grows to its potential. Make sure you give each campaign ample time to grow before editing or deleting.
- Google is King, But Yahoo/MSN/Ask.com/etc. should Not Be Overlooked: We all realize that Google has made a gigantic imprint on the pay per click community but this does not mean that you cannot make money using other search engines for pay per clicks. Make sure you try some other platforms to see if you can pick up cheaper clicks. It is like your mom always told you; don’t put all your eggs in one basket!
- Have Fun with It: Yes, there is a lot of money on the line but just remember that pay per click campaigns are a great chance to get creative and have some fun. It is also a great chance to test different aspects of your products or services to find out what grabs the most attention. Have some fun with this and you will find it to be an enjoyable and profitable venture.
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