Wednesday, January 1, 2020

Tips for successful pay-per-click campaigns

Tips for successful pay-per-click campaigns


Pay per click (PPC) is by far one of the easiest and fastest methods to generate targeted and consistent traffic to your website. While this may seem like a daunting method of advertising for some, it is actually quite easy and can end up becoming that marketing method without which you cannot live.

What I would like to do today is to provide some tips and techniques that I personally use when creating and monitoring PPC ads. Hopefully these tips will help you in your future marketing efforts.

Experimenting with different search engines

There are many PPC search engines, and some are better than others. The two main ones are Google and Yahoo, which was previously known as Overture. It is a good idea to start your PPC campaigns with a small budget, distributing it in several different search engines to experiment and see where your target market may be lurking.

In general terms, I have discovered that Google Adwords is better for more technically oriented products or services, including software, hardware, web design, etc. Yahoo, on the other hand, is better for consumer products in general, including insurance, toys, music, etc.

What I wrote in the previous paragraph is very general, and you should analyze your campaigns carefully to see where they are getting the best performance. We will discuss this in detail a little later in the article.

Select the correct keywords

You should select keywords that are specific to your product or service offer, but you should be careful not to select keywords that are extremely popular, as this may deplete your PPC funds sooner than expected.

The keyword selection process begins with a single question:

Using your answer (s) to this question as a basis, you can use a dictionary of synonyms and common sense to start building your list of keywords with plurals, synonyms, similar words, etc.

To see what keywords your competitors use, simply try to search for them. If you see a PPC ad next to your competitor, consider that keyword and add it to your list.

Type a set of keywords and a list of similar keywords will appear, including the number of times that keyword has been searched on Overture (Yahoo) in the last month!

There is often a very fine line between selecting keywords that are too specific or keywords that are too general. Try to stay away from these, as they can often result in the waste of PCP funds.

A typical example of this would be an ad I created recently for our latest product, TrackPoint, which, not coincidentally, is an Internet Marketing Investment Return Tracking (ROI) tool. Although the product is largely oriented to Internet marketing, the use of such a broad term would have made it virtually impossible to compete with the other advertisers.

The term "Internet marketing" is searched 825,674 times a month only in Overture. In combination with the large number of different advertisers that target this keyword, the highest bid for "Internet marketing" in Google AdWords is $ 13.84 per click. With an average of 240 clicks per day, a single day of advertising would only cost $ 505!

choose more specific keywords. This will not only decrease your overall competition with other advertisers, but also increase the chances of converting your website visitors into customers.

Going back to my previous example, I chose to be specific with my keywords. A keyword was "ROI Tracking", which is searched 1,828 times a month at Overture and has a much cheaper higher offer. This keyword is also more product-oriented, which means that a large percentage of people who click on my ad should become customers.

It is also useful to keep in mind that taking the best offer is not always necessary, and anywhere in the first 5 to 10 can generate large potential customers. This really comes down to budget and analysis.

Attract people to your ad

Now that we have selected our keywords, we must have those who search click on our ad, which in turn will cause them to click on our website and possibly buy our product.

One of the simplest ways to get people's attention is to use your search keywords in the title of your PPC ad. This has been shown to increase click-through rates in ads by more than 50%.

Why? Simple. If the potential customer is looking for "ROI Tracking" and the title of a PCP ad begins with "ROI Tracking", then their attention will be instantly captured. He or she does not need to know much else, other than that the PPC ad is directed specifically for him or her.

One thing to keep in mind is that sometimes you can create a more relevant title by combining your different keywords in a PPC ad. For example, I could have easily used something like "PHP ROI Tracking Script" as the title of my ad, which would have effectively decreased my click rate, but it definitely supplies my ad more to a specific audience. Again, this comes down to analysis and adjustment.

In our particular case, most of our competitors offer hosted solutions, through which they manage the software on their servers in exchange for monthly or traffic rates.

Our product serves a different audience, those who want more control over their software, as well as those who do not want to pay monthly fees.

our product is exactly what they are looking for. To do this, I start the description of my ad with "Tracking PPC, campaigns and search".

Finally, it is a good practice to add a "Call to Action" at the bottom of your ad. If you are not familiar with this term, it is usually an instruction to tell the person to do something, such as "Click here to see a demo," "Download now," etc.

Marketing experts seem to agree that the average human needs to be asked to click on an ad or take action, so we will add this line at the end of the description of our PPC ad:

"Track PPC, campaigns and search. Try the demo!"

Click Reduction

Sometimes it’s important to reduce the number of clicks your PPC ad receives. This could be because it is attracting people who are only looking for free products / services, or even the wrong target market.

The two fastest ways to reduce clicks are to make your ad description more specific and add the price of the product to the ad.

Making the description more specific (as I said earlier) can reduce your overall click rate, but it can increase the likelihood that a click will result in a purchase.

We also increase the orientation of our ad because now we know that most of those who click on the ad are looking for a PHP script, which is exactly what our product is.

Second, by adding the price of the product you are selling at the end of the ad, you instantly remove those who are looking for free products and address those willing to buy your product or service.

Track your clicks and conversions

The fundamental core of a successful advertising campaign, be it a PPC ad, a banner ad or even a newspaper ad, is knowing if your ads are becoming sales or not.

If your ads are not making you money, you are more likely to save money on advertising and adjust your ads or use your marketing budget elsewhere in your company.

Both Google and Overture have incorporated tracking and conversion tools that you can use to get a holistic view of your current PPC advertising campaigns. You can even use external tools that allow you to add conversion code to your website to tell you exactly which of your ads are becoming sales and which are not. This is often known as knowing your ROI or return on investment.