Jul 21, 2015

10 Most Important Rules of PPC Advertising

The Rules of PPC Advertising

Most businesses can’t afford to solely rely on PPCadvertising. It’s too expensive, and bid amounts inevitably climb. But pay per click can fill a few important roles:

Define Your Budget: The most popular PPC advertising platforms (Google Adwords, Facebook ads) ask for a daily budget. That can trick you into spending a lot of money before you know it.

But if you define an overall budget for your PPC campaigns, it’s easier to keep costs under control. And you won’t be surprised that you’ve spent more than you can afford.

Use A Dedicated Landing Page: If you want to take a chance and direct users that click your ads to your homepage, by all means do.

But you should know that PPC advertising campaigns that use dedicated landing pages see a conversion rate improvement of at least 25% .

Visitors should be able to locate easily on the landing page what they saw in your search text ad or in your banner ad. If they don’t find it quickly, they leave right then and there.

Campaign- and issue-based traffic: If you have a short-term campaign for a new product, service or special issue, pay per click can be a great way to generate buzz. You can start a pay per click campaign within, at most, 24-48 hours, and you can generally change the text of your ad in mid-campaign, so adjusting your message is easy. If you need to focus attention for a finite amount of time, PPC is perfect.

Focus: The overall rule of thumb? Focus, focus and focus. Natural search engine optimization is a PR-based, long-term attempt to grow your brand and image. Pay per click advertising, however, should be handled like any other form of paid advertising. gingerly and with a clear, quantifiable short- or medium-term goal in mind. In other words, concentrate on conversions, not clicks.

Direct-response business: If you sell a product or offer a service that folks can purchase the moment they arrive at your web site, pay per click is a great tool. Online stores are a great example: You know that each click generated is a real potential customer, so spending money to increase the number of clicks makes sense.

Niche terms: If you are trying to generate traffic for a highly specific keyphrase, PPC can often provide bargains. For example, you might not want to pay the top bid for ‘bicycles’, but ‘Landshark Bicycles’ is probably a lot less expensive ($.10 per click as of this writing, actually).

Use a (Strong) Call to Action: This is one of the basic, yet often overlooked rules in PPC advertising. If you don’t tell your audience what to do next, they won’t do it. Without a (strong) call to action, people won’t feel compelled to take the next step.

Adjust Your Match Types: When we conduct PPC audits for merchants, we often find that many or most of the keywords within their AdWords campaigns use the “broad” match type. This is a big mistake. Broad matches find close variations and synonyms, so a consumer who searches for “dog supplies” might be displayed an ad meant for “puppy supplies.”

You’ll get a lot more traffic when you use broad match, but that traffic won’t be very qualified. As the graphic above illustrates, there are four match types you can select from, and as a default I often recommend “modified broad.” Modified broad match helps ensure that your ad only shows for close variations of keywords. You can designate broad match by placing a plus sign before the keyword.

Use Negative Match: It’s likely that many of the clicks from your PPC campaign are coming from shoppers who are not interested in buying your products.

Negative match gives you the ability to determine which searches will trigger your ads. It can make a big impact in the overall profitability of your campaign.

Monitor Your Campaign: Monitor your campaign to see that everything’s going according to plan. Yes, there will be adjustments and there is a learning phase in which you experiment with different settings until you find the ones that bring in conversions. But that requires monitoring and attention.


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