July 29, 2014

Friday Special: DIY PPC Tips

The team up at PurePPC.com has offered up the following tips for the do-it-yourself PPCer:

Nearly seven in 10 retailers expect their online retail sales to increase at least 15 percent this holiday season from last year, according to Shop.org’s eHoliday survey. The survey also found the average holiday shopper will do 36 percent of her shopping online, a four percent increase from last year.

Statistics like these have companies scrambling to increase their online advertising presence as they anticipate the biggest shopping season of the year.

Pay-per-click advertising, a type of online advertising that occurs mostly on search engines and directs users to the advertised company’s website, allows businesses to make their ads appear when potential customers search for specific keywords. The keywords act as triggers for the advertisements, which, when clicked, lead the user to a website related to the original search term.

Many businesses have started pay-per-click (PPC) campaigns as they have realized the potential for profits from it. However, because it is such a complex field, agencies specializing in pay-per-click management, such as Utah-based PurePPC.com, have emerged and offer pay-per-click services to companies to lighten the workload.

“Most people realize they should be doing PPC, but don’t know much about it,” said Todd Julien, president of PurePPC.com. “We run into cases like this all the time.”

So PurePPC.com offered a couple tips to these do-it-yourself types:

  • Use specific messaging to differentiate the ad from others. Use two or three terms to make the phrase specific and unique.
  • Have goals, a budget and conversion tracking — PPC campaigns without conversion tracking have no way of measuring success. Never spend any money without it. Consider using Google’s free code for conversion tracking.
  • Monitor geographic success. Google offers a tool called The Dimensions tab that allows users to track PPC campaigns by region. If a campaign is not generating sales in a particular region, exclude it. Conversely, if a particular region generates high sales, consider creating a second campaign to target that region and language.
  • Have sensible landing pages for ads. If the ad promotes women’s shoes, be sure it links to the website’s page for women’s shoes. This may seem like common sense, but surprisingly, there are many ads that don’t have logical links to the pages they advertise.
  • If all else fails, use an agency. PPC is a tricky art that can be time-consuming and costly if the user doesn’t have the necessary skills and knowledge to run a campaign. Agencies specializing in PPC have the know-how and resources to drive a time and cost-efficient campaign.

“If people follow these tips, while they are basic, they can elevate their PPC campaign to the next level,” said Tim Gilson, vice president of sales for PurePPC.com. “PPC is a powerful marketing tool and with the right methods implemented, it can drive revenues for companies and give them a forerunner presence online.”

PurePPC.com provides full service pay-per-click management and consulting services to clients all over the world. Unlike other PPC agencies that dabble in multiple services, the team at PurePPC.com focuses on delivering the best results through pay-per-click marketing. PurePPC.com has managed millions of dollars in PPC spend and has saved its clients hundreds of thousands of dollars in marketing costs.

About Robert

Conversion rate optimization and PPC wizard. If I'm not out playing ultimate frisbee or golf you may find me hiking, skiing or mountain biking.

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