PPC Tips – Part 2

PPC – Pay per Click

  • From the list of most convertible keywords you get from your PPC campaign, run a manual deep link building campaign using the highest performing keywords including volume and conversion rate. Not only does this improves the Quality Score but also gives a boost to the organic SEO ranking results for the coming months.
  • Use dynamic keyword insertions to target a wider array of keywords with the help of single ad copy and let the search engine place your keywords into your ad depending upon the query supplied by the user. Remember always that the ad title can expand past the 25 character limit and AdWords will accept it as long as the default text remains at 25 characters or less.
  • While most people understand that SEO & PPC are two of the most important pillars of any Internet Marketing Campaign, many people also tend to take SEO as a substitute for PPC. But in an ideal scenario, SEO & PPC should go hand in hand with each other for a successful Internet Marketing campaign.
  • PPC can not only do wonders to your sales, but it is also an excellent keyword research tool. You can do a comprehensive keyword analysis according to the website demographics. It can also be quite useful to determine and evaluate the typo conversion data. While it’s easy to rank for typos, with the help of the PPC tool you can take decisions based on the facts that which typos are most likely to convert into a sale. You will be surprised to know how well few typos tend to convert.
  • Conversion tracking is a must for all PPC campaigns. If you have never set up goals, please go do it now. After you setup the conversion tracking, you can track the user’s activity on your page. It could be a sale, a form submit, a request for more information, an ad click or a new RSS subscription. When you define your goal, analytics lets you track that goal just like a PPC conversion for all traffic and not just PPC traffic.
  • Splitting your keywords into smaller more targeted Ad groups is an effective ploy to increase your Ad Quality Score. To do so, Google Adwords is a handy editor to group keywords into 15 groups of 20 related keywords. For example: buy old books, exchange old books, what are old books, buy old books online etc.
  • A very important point to keep in mind with pay per click is you must test, test, and test some more. Don’t start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers. An essential part of your testing is having a method in place that allows you to track your return on money invested. For example, if your goal is to bring in new subscribers to your newsletter, you could direct visitors arriving from your pay per click link to a subscription form set up just for them. You can then monitor how many clicks actually result in a new subscription. As such, you will know how much you are paying for each new subscriber.
  • There are a lot of advantages of using PPC such as Google Adwords, but also consider diversifying your campaigns. Remember that you are not “buying a link”, but you are displaying an advertisement. PPC is not SEO because it is “paid advertising”, but it can compliment your SEO work nicely as long as you are measuring the exact results and determine your cost per click and cost per lead.
  • In order to have a strong PPC campaign, aim at thousands of keywords and not just hundreds. Your competitor may be able to beat you on bid price, but you can beat them for free on keyword volume.
  • If you can’t afford more than 7 cents per click, don’t bid higher. There are always more targeted keywords to be found. And remember, even if you aren’t on the first page, you will still get clicks. Perhaps, not as often…but you will still get clicks even if you are 3 pages in, especially on frequently searched phrases.