My Top 5 PPC (Pay Per Click) Tips
Posted by Marko | Filed under Uncategorized
I recently met with the heads over at my company to discuss what we can do to get more out of our current PPC campaigns but before meeting with them I came up with a short list of things that I could suggested to them. I’m not any kind of expert on PPC advertising and I only know what ive read and done in the past but here is a list I came up with that I think most beginners can find useful when digging into PPC.
Bid on Specific Keywords - All too often I see ads that are not geared towards a specific keyword which might be great for branding purposes but as far as your ROI it doesn’t do much. Its important to be specific and pick keywords that are relevant to what you are selling so that when someone clicks on you’re ad they go to a page that actually has what the ad says it has. A good example of a good keyphrase would be the “San Diego Web Design”, those keywords are specific to an area (San Diego) and a services (Web Design) and thats why they would be a good choice for a web design company in San Diego.
Don’t Fight for the #1 Spot - Think about it… When you search for a product do you buy from the first site you land on? I highly doubt it, so why would you’re customers? Its important to change up your bid amounts and rank higher for some keywords and lower for others that way you get a good mix. I would suggest running tests on you’re bids and seeing what kind of ROI you get for the top spot versus the lower spots.
Keeping the Relevance - When someone sees an ad for “San Diego Web Design” they expect to go to a site that is in the San Diego area and have a bunch of stuff on Web Design so try and keep the site you are linking to relevant to the keywords. Try and avoid using a generic title and description for all your keywords its much less likely to get someones attention because of the lack of relevance to the search phrase plus using keywords in you’re ads will make them bold.
Seasonal Copy and Sales - When writing you’re ad titles and descriptions try and include specials or seasonal copy that is relevant to “today”. For example if I owned a “San Diego Web Design Company” and we had a “Thanksgiving Special” on hosting I would create an ad that included the special as well as Thanksgiving in it. This will certainly make your ads stands out from the rest and in turn get you more hits.
Don’t dump all your money in AdWords - It is important to branch out and cover all search engines and run tests to see what ones give you the best ROI. Because Google gets the most traffic its keywords tend to be the most expensive as well so why not give Yahoo! and MSN a try and see what they can bring to the table. If you are starting out for the first time with PPC I would suggest to split up your budget evenly between all 3 search engines and use the same keywords and see what one comes thought with the most impressions and conversions.
Keep in mind that with PPC it is vital that you run tests and see what keywords have a good ROI and what ones don’t.
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