Pay-Per-Click Basics

PPC Basics : Google AdWords Advertising

Following the basic steps outlined by Google
AdWords, will greatly increase your ROI.

Before you decide to use Google AdWords, Yahoo! Search Marketing, or Bing Search Advertising, you should know about some of the basics.

As you begin to create campaigns, it is important to remember that just because you are paying to advertise or appear in search results, you are not going to find success with every campaign that you run.

This is why it is important to be consistently testing and changing campaigns to find which ones will deliver the most traffic and ROI.

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Testing PPC Campaigns

When testing, it is important to have a method for measuring results. For example, when someone visits your website after clicking on a PPC advertisement, you may want to have them land on a page that is specifically tailored to that PPC traffic. Your PPC landing page should have a process designed to sale a product, provide a service, or, for example, request a newsletter subscription. By driving traffic through a tailor-made page, you can use your website analytics to better track your campaign’s conversion rate.

How much does PPC cost?

The cost to conduct a PPC advertising campaign depends on several factors, including competitiveness of the keywords and which position you are bidding on. It is important to place a value on the cost per visitor, because if you don’t, you could easily find yourself overpaying or losing money on your investment.

Bidding on keywords and knowing how much to offer can be figured out with the help of AdWord’s Keyword Tool. Testing is key when bidding on keywords. For example, you may find that your conversion is higher when bidding on a term that costs $1.00, over a term that costs $0.50, even though your traffic for the more expensive term is lower.

Pay-Per-Click Keyword Research

As with any search engine optimization plan, a PPC campaign also needs a thorough competitive keyword research analysis. It is important to choose keywords/terms that are going to be the most effective. If you don’t have experience in this field, it is highly recommended that you speak with an Internet marketing firm who does, as this can save you a great deal of time and money.

If conducting keyword research on your own, try to apply the following:

  • Your knowledge and insight into your product(s) / service(s)
  • The terms that your customers would use to describe your product(s) / service(s)
  • The terms your competitors are using for their campaigns
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