Excel with Pay Per Click Advertising

Pay Per Click Advertising (PPC) is an effective way to market your web site quickly to online consumers. PPC advertising uses small text ads that are targeted to keywords or keyword phrases that people use when searching for a site on a search engine. Popular search engines that offer Pay Per Click advertising include Google Adwords, Yahoo Search Marketing and BING.

PPC- More Than Meets the Eye
Pay Per Click advertising is pretty simplistic in its set up, however don’t let the simple interface and ease of set up fool you. In order to succeed with a Pay Per Click advertising campaign, you will need to manage your marketing campaign effectively.

Pay Per Click Management Procedures:

1. The first step in setting up your pay per click advertising campaign is to review your website and extract your most vital keywords and keyword phrases. Next we take these keywords and perform a deep statistical analysis to ensure we are using the most popular as well as niche keywords for your pay per click advertising campaign. This will give us a strong and efficient keyword list with great performance that will produce higher traffic and conversions (sign-ups) on your site.

2. The next step involved in pay per click advertising is for us to implement conversion tracking code on to the necessary web pages on your site so you can see your true ROI (return on investment) and conversion statistics.

3. Once all of your keywords are generated and your conversion code is in place, we will write your PPC ads. These ads are custom written to include your most valuable keywords. We pay close attention to detail when writing these ads so they are optimized fully for the search networks. We will make them targeted and persuasive enough to gain the quality traffic that you need in order to get valuable conversions. We also write your pay per click ads to include your top level keywords so they are "optimized" for the network and get higher rankings because of it.

4. Your landing page is very important to search engines even when it comes to pay per click. We will review you current landing page and make suggestions to you in order to improve your amount of conversions. Many search networks also critique your landing page and will award you a lower "cost per click" and higher ad ranking if your landing page is content rich and optimized properly.

5. The final step is where we provide full pay per click management of your ads. After our initial keyword analysis and generation, conversion code implementation, custom ad writing, and landing page assessment, we will launch your ads! Once your ads are launched we will begin manually adjusting bid levels for each individual keyword. This requires us to login in to your account daily so we can view your ads' performance and adjust accordingly. Not only do we adjust your bid levels for each keyword but we will revise your ad content when necessary. We will also delete and add new keywords whenever needed.

6. We will send you bi-weekly reports of your pay per click advertising campaigns so you can see how well your ads are performing and if you are getting a good ROI. These reports will tell you exactly how many clicks your are getting, conversions and money spent.

Here’s some of PPC Management strategies and techniques:

• Eliminate “dead” or non-active keywords.
• Create less ads to increase your click-through rate %.
• Turn ads off during low performing times of the day. I.E. Turn off ads from midnight to 6:00am.
• Geographic targeting (city, state, region, country).
• Analyze and optimize website landing pages.
• Optimize ad copy.
• Take some ads off Google “content network” to avoid click fraud and un-targeted traffic.
• Lower bids on Yahoo content matching.
• Set some listings to lower than #1 position to save money.
• Utilize keyword matching options on Google: Broad, Phrase, Exact and Negative.
• Use image and video ads.
• Pick and choose websites to show ads on Google content network.
• Track conversion statistics and ROI.
• Use traffic/budget estimator on Google to predict spend and clicks.
• Daily monitoring of ad performance.
• Daily bid level adjustments.
  

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Pay Per Click Advertising, Pay Per Click Management, PPC Advertising, PPC Management - ServerSideDesign.com

Posted in: SEM