Over the years pay per click advertising has become a complex science that can be both challenging and highly rewarding. Many novices are intimidated by the sheer volume of do’s and don’ts found online, and find it difficult to narrow the advice down to the basics to gain an introductory understanding. Some tips and tricks only apply to certain situations, while others discuss topics that only more advanced users could even grasp. Consider the following three universal PPC tips that apply to all campaigns:
Fine-Tune Your Ad Groups
In years past marketers would stuff as many keywords as they could into each ad group in hopes of creating more click-through opportunities. However, with the advent of the quality score in Google AdWords it’s become more important than ever to ensure the relevancy of all keywords used in your ads. Ideally, choose between 5 and 15 keywords to be used within each ad group. Consider using keyword research software and latent semantic indexing (LSI) techniques to determine which long tail keywords (key phrases that are two, three, and four words long) are most commonly associated with the main keyword/niche you’re targeting. Strategically planning your keyword usage is the first step to creating effective and quantifiable ad copy.
Test Your Ad Copy
Perhaps the most important aspect of creating a successful PPC campaign is using statistical analysis. The name of the game is tweaking and testing, a process that involves studying outcomes and making strategic revisions to achieve the highest click-through ratio (CTR) possible. Fortunately, PPC can generate measurable results very quickly, so it won’t take long to figure out what works and what doesn’t if you’re using the right techniques. The best way to do this is to create several ad copies targeting the same keywords, with each one varying in their attributes. For example, one ad may place the keyword at the beginning, while the other places the keyword at the end. One ad may approach the topic from one viewpoint, while the other had approaches it from a different perspective. By taking note of which specific keywords, ad configurations, and promotional methods are working you’ll be able to avoid ineffective procedures in the future.
Track Conversions Statistics
Simply analyzing the ability of your ads to generate a click-through isn’t good enough; you need to find out whether they’re also instilling enough interest in the visitor to generate a decent conversion rate that leads to a lucrative ROI (return on investment). There are many web analytic programs that let you monitor the number of visitors that complete a desired action (i.e. – purchase a product or enter their e-mail address etc.). In addition to using a basic conversion rate tracking application, you should also utilize the plethora of tools and resources given to advertisers by PPC networks, such as conversion optimizer utilities and ad scheduling capabilities.
Although there have been books upon books written about PPC advertising, you can begin your journey to success by using the above three tips as a starting point in each campaign.
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