PPC - Pay Per Click Management

Pay per click marketing can be a big enough headache in itself, so let’s focus on some quick PPC tips and how you can improve your ad campaigns. You will be surprised at how quickly and easily you can start to see higher numbers and better conversions once you put this tips into play.

Separate Ad Campaigns for Content & Search

When people find your web site through the search engines, they are actually looking for a topic and are possibly already in the buying mode. When someone clicks on one of your advertisements through the content network, they are actually viewing other web sites and might just be browsing or aimlessly running through web sites. Either way, but advertising methods are costing you money, and for more advertisers, SEARCH marketing will convert better and yield higher conversions. As an advertiser, you will also find a huge difference in actual click through rates from Search and Content ads. With that said, it’s important to break down your ad campaigns so you are targeting SEARCH and CONTENT NETWORK separately.

Know Who and Where Your Competition Are

Just as important as your rankings in the search engines, it’s important to keep an eye on your competition as well. When you first start out your ad campaigns, your placement and keywords will be jumping all over the place, this can also be said for your competitor’s ads. Make sure you take note of where your competitors ads are showing up for the top 5-10 keywords that are bringing in your most relevant traffic and leads. View the different variations of ad copy, who they are targeting and if they change up their creatives during the weekends, holidays and through out the years. An excellent way to keep track of where you stand against your competitors, is to take weekly screenshots of your key search terms, then save for future reference.

Ad Scheduling is So Important

In the early days of search marketing, you simply threw up an ad campaign and let it run all day. Now the importance of day parting and scheduling your ad campaigns is so important, especially if you are targeting other countries and markets. Many campaigns will do great during the day, but start converting horrible as people leave work, or surf the web during the night. Through ad scheduling you can start and pause your ad campaigns so you don’t lose money at different times of the day when your traffic might just be browsing and not looking to buy.

Three Quick Tips = Overall Improvement

There are lots of little tips here and there that can help you improve your PPC ad campaigns, but it’s up to you to take the time to implement each of these changes, then split test them against your previous efforts. If you have any other helpful hints, please be sure to leave them in the comments area for others to learn from.