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Pay Per Click Advertising – “Must Know” Secrets For Successful PPC

This is the final part of the mini-series on successful PPC campaigns. See my previous two articles on the topic.

This article will sum up what is important with your pay per click campaigns and provide a few extra tips.

To sum up:

1) Set a daily budget limit. If you don’t do this, it’s very easy for things to get expensive and out of control.

2) Use keywords related to major keywords. This is especially useful in campaigns where you have a lot of competition, such as with annuities or real estate. Find major keywords and “tack on” to them, e.g. “how to find the best real estate deal” is an example if your niche is real estate.

3) Focus on conversions, NOT clicks. Clicks are good only if your conversion rate is worth noting. Forget how many clicks you get and focus on increasing your conversion rates from the clicks.

4) Make sure your ad and landing page match. The ad headline and body should match where you are taking your visitors. If they don’t, you’ll have some ticked off visitors, you’ll waste money and time, and the search engines can penalize your listing with a lower ranking.

5) Test, test, test your ads. The money is in optimization. You optimize by testing dozens, or HUNDREDS of campaigns. Change each piece using the scientific method – one piece at a time. This method takes time but is well worth the investment. One small change can mean the difference between a 1% or 10% conversion.

Change the body of the ad, test this as well. You can even test URLs to see if one pulls more than the other.

Along the same lines, no PPC campaign can ever be successful without a properly optimized landing page. Your PPC campaign has managed to grab your prospect’s attention, and your landing page’s job is to keep it. Test your landing page against the ppc ad by changing headlines, sub-headlines, the body, even placement of graphics and video. I will go over aspects of a successful landing page in future posts.

Other points to consider:

6) Create multiple campaigns and ad groups. This is in line with testing and optimization. When you create ad groups and chunk it down into multiple campaigns, you have more ability to track which ones are yielding the best results. Google and Yahoo both have analytics code you can upload to your website to track conversions and the general flow of traffic through your site. I’ll be more detailed on this aspect later on, but for now, know that the more campaigns, groups and ads you have, the better (generally speaking), because you have much more variety and grounds for testing.

7) Measure your budget and ROI (return on investment) to see if your campaign has been profitable, breaking even or not profitable. Typically, I’ll abandon a campaign if my leads cost more than . I will go much more into ROI in another post.

There we have it – a nice, basic rundown of PPC mastery. There is much more to it. If you want to learn more, visit the link in the signature section.

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