Pay-Per-Click
6 Ways To Make Pay Per Click Work For You
When it comes to Pay-per-click advertising, there are many aspects that can make or break the performance of your campaign. Use the following 6 strategies to turn your PPC campaign into a winner.
1. Use Conversion Tracking
When setting up your PPC campaign, make sure you install conversion tracking. If you are running a campaign already and haven’t used conversion tracking yet, you should set it up as soon as possible. Conversion tracking allows you to monitor and evaluate where your conversions are coming from. It is the basis for optimising your PPC campaign. It will allow you to see exactly which search queries are most profitable for you and which ones do not work at all. Based on this conversion data, you can optimise your campaign. Hence, without conversion tracking you cannot optimise your PPC campaign. It’s a bit like investing in something without knowing your return.
2. Avoid Low Google Adwords Quality Scores
Google assigns every keyword in your campaigns a quality score. The higher your quality score, the less you have to pay per click for the respective keyword. Contrarily, low quality scores will results in inflated cost per clicks. We have seen cost per clicks as high as $98 (yes, $98 for one click) as a result of an inadequate account structure. You don’t want your account to establish a low quality score because it becomes very difficult to reverse a low quality score history in Google Adwords.
7 Ways To Improve The Performance of Your PPC Campaigns
There are dozens of ways of improving the performance of a pay-per-click campaign. A sound optimisation strategy can turn a losing campaign into a winner. In a lot of cases inexperienced pay-per-click advertisers do not make use of all features, angles and targeting options that PPC marketing provides. As a result, they lose money on their campaigns and conclude that pay-per-click marketing does not work for them. Use the following 7 ways to improve the performance of your PPC campaigns.
1. Make use of all match types
Google provides three different keyword match types: broad match, phrase match, exact match. You should make use of all of them in order to maximise the potential of your campaigns. One of the biggest and most common pay-per-click mistakes is to only use broad match keywords in your entire campaign. Broad match is a great way of covering a large amount of keywords. However, it can also easily waste your money by spending your budget on irrelevant keywords. Add phrase match and exact match keywords in order to make your campaign more targeted.
Why Pay-Per-Click Advertising ‘Does Not Work’ For Beginners
As an online marketing agency we get a lot of small businesses contacting us to help them make money on the Internet. One of the core services we offer is PPC setup and management, with a focus on Google Adwords. Yet one of the most common statements we hear is:
“I’ve already tried pay-per-click advertising and it doesn’t work”
Immediately this sounds warning bells, as PPC advertising is one of the most profitable methods of advertising available (in fact, we’ve been able to generate more than 1,000 sales per day for some companies using PPC advertising).
After further questioning we find out that they have setup a Google Adwords campaign themselves (because Google makes it so easy) and have invested $500 or $1,000 in advertising, only to find that they could not achieve any results… and based on this they say PPC advertising doesn’t work!
Using The Google Traffic Estimator
If you are thinking of using Google AdWords to beef up your website’s advertising campaign, take a look at the Google traffic estimator before you make any firm decisions on which keywords to try.
This relatively new tool allows you to try out specific keywords and phrases to see what the likely results would be if you actually tried them for real. You can find out:
• How popular a keyword or phrase is likely to be
• How many times that keyword is typically clicked on per day
• What the average cost per click would be to you
• How many clicks you could expect to get per day, depending on the budget you set
Pay-Per-Click (PPC) Wars… Yahoo! vs. Google?
Pay-per-click (PPC) advertising has been the most profitable revenue stream for search engines, with Google and Yahoo! generating multi-billions of dollars every single quarter… and growing!
For the quarter ended June 30, 2006, Google reported recorded revenues of $2.46 billion, an increase of 77% compared to the same time just one year ago!
In 2003 Google’s arch nemesis, Yahoo!, bought Overture, the pay-per-click service, in an attempt to capture a share of the huge advertising dollar spent on pay-per-click advertising every year.
