When launching a PPC campaign there are a number of things one must do so that the chances of making a profit are increased. Are you thinking about launching a PPC campaign, but don’t have much experience and want to know what considerations must be made? Then read on for some tips that will help you no matter which industry you operate in.
Monitor Everything
The process of a PPC campaign goes like this: you write your ad, then you pick the keywords that you want to target and select the amount that you would like to bid for each keyword. After this process just leaving things as they are would be complete suicide. What you need to do is monitor the campaign closely to see which of your advertisements are losers and which ones are winners. You might get ten losers in a row, before you get a winner, so constant tweaking is required if you are to turn a profit overall from PPC marketing. Another thing to consider is that sometimes good campaigns can turn a loss because other external factors are at play. Joseph Kershbaum from Search Engine Watch says:
Remember that PPC campaigns don’t operate within a vacuum. If your recent statistics look way off, then there could be an external factor at play. It’s worth your time to conduct a bit of additional research before making knee-jerk adjustments within your campaigns.
So don’t make any rash decisions when a campaign that has been a winner for a long time takes a dive, let it run its course before you decide to shut it down.
Pick the Keywords Wisely
One of the key ingredients of any successful PPC campaign is the ability to pick the right keywords. Opting for the most popular ones in your industry is not only more expensive, but also they might not be well targeted with relation to your products and services. An expert from ClickZ explains that a trial and error process might work best:
Your goal is to discover as many related terms, keyword variations, synonyms, related terms, and misspellings as you can. With paid search, you start with a big list of keywords for testing purposes and then whittle down your list as you find what is working and what’s not.
Remember that PPC is a long term strategy, even if it is able to provide immediate results. By being patient and taking the time to discover which keywords are bringing in the profit you will gain an edge over the competitors that could not withstand the frustrations of having to go through a trial an error process.
You Don’t Have To Stick with Adwords
The Google Adwords PPC program is the most popular, but you do not have to stick with them if you are having a hard time finding keywords that are profitable. There are many ad networks out there that could provide increased targeting at a lower cost. Experimentation with different ad networks will bring more information to you, which you can use to make a decision on which ad network is the most profitable. By doing this extra legwork you will go a long way towards increasing your bottom line. Just remember, PPC marketing is not about quantity, but quality. An expert at the Huffington Post explains:
Mere saturation advertising no longer fits the bill. People want and respond to quality. Being effective in your PPC marketing requires the application of a few secrets.
Therefore, make sure that each campaign is crafted carefully rather than blasting out as many as you can in the hopes of getting a return on your investment.