It is important to remember to continue to refine a marketing campaign that includes pay-per-click advertising after it launches.  If you pay attention to the details over time, this is what will set you apart from competitors.  Do your research, and implement what you discover through that market research.  Like anything, it isn’t quite a get rich quick scheme, but if you take your time to make it better than average, you should be successful.

There are a few pay-per-click tips that experienced marketers have developed through their pay-per-click campaigns.  Through shared knowledge, you can hopefully learn from others. Save yourself from repeating the same mistakes that they have made in the past and you can put yourself at an advantage over other beginners.

A very basic tip comes from analyzing your statistics.  Yes, looks at your stats on a daily basis can become quite the addiction, but it is not going to tell you that much. Instead, take a deep look at the stats on a monthly basis, and make decisions based on those results.  For example, remove any keywords that haven’t received any impressions over that month.  There is no reason to keep trying something that just isn’t working.  And a month should be enough time to adequately determine if something is working or not.

Remember that every character counts toward your total character count in an advertisement, and you want to get your money’s worth out of each and every character.  Don’t forget that you can shorten many words, like replacing the word “and” with an ampersand sign – &.  Abbreviate when it makes sense, and use contractions.  Don’t go so far as to mangle the English language during your copy writing, but just be mindful of the characters that you do end up using.

Don’t forget that you can use multiple campaigns together to work in your favor.  This synergistic relationship can help, because you can share costs across the campaigns.  Even if they don’t seem all that similar on the surface, you can probably realize that they are similar enough on the back end.

If you want to achieve the very best possible results, than you want to bid high to get the number one keyword slot.  Then, after you have secured your place with the highest spot, you can slowly decrease your bid amounts over time to a level that better meets your financial comfort level.

It is also important to remember that not all advertising campaigns will look the same.  Because of this, it is impossible to just cut and paste the metrics of one campaign and apply to yours.  Not only are the results going to be different for every keyword, but different marketers have a different comfort level of what works for them.  You really need to spend the time to look at your own campaign, and take advantage of any analytics that are produced.  By following these guidelines, you should be able to turn a mediocre campaign into a successful one.

John Rampton is a PPC Entrepreneur, Author, Founder at Due a finance company helping small business owners. Follow me on Twitter @johnrampton

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