Think of a pay per click ad as the billboard of the Internet. You are paying to get your sign up there, so you want to make sure it is working. Before you start throwing #ppc ads up all over the Internet highway, do a little research to truly optimize your PPC efforts.
10 Ways to Start Improving ROI on PPC
- Have a Goal in Mind.
If you were to invest in a billboard, you would have a clear goal. Correct? “Stop by my store.” Or “Start using my product.”
When you start a PPC campaign, you need to do the same thing. Do you want the viewer to fill out a form? Buy a product? Visit your website? These are questions you need to answer before you start advertising.
- Have a Budget.
When you decide you want to use billboards, you likely do not call up a salesperson and say, “I want signs. Throw some up, and bill me.” Instead, you set a budget.
Your PPC campaign should have one too. Go into your campaign knowing how much you are willing to spend so that you are not spending more on advertising than you are making in return.
- Pick Your Exact Keywords.
You would not want to advertise your mom and pop business located in Kansas in NYC. Instead, you would buy a billboard on the highway right by your store.
When you use exact, targeted keywords, you are limiting who will find you, but you are ensuring that the people who do see you are the ones who actually might stop by a visit.
- Pick An Engine.
Similar to the above, you are going to be picky about where you place your billboard. However, it is also important to think about where you are placing your PPC ad.
Search engines use their own ad programs, so you have to decide if you want to use Google, Yahoo, both, others, etc. Google #adwords and Yahoo Sponsored Search are more popular and might be your best bets, but you probably want to do some investigating before you decide this.
- Send Them to the Right Spot.
Imagine if you were advertising your store on your new billboard, but you put the address of your headquarter. Someone shows up wanting to shop and then you give them directions to the actual store. There is a good chance they are going to leave frustrated.
You can have a similar problem with your PPC ad. If you send them to a landing page, that sends them to another page, that then redirects them to where they need to be, they will likely get frustrated and give up. Avoid this by creating a landing page for the PPC ad that is actually where they need to go to find the information you want them to find.
- Don’t Be Afraid to Be Negative.
There are probably places you would not want to place your billboard – in areas where you are not likely to get business, for example. There are also places you would not want your PPC ad to pop up. For example, if you sell men’s clothing, you would not want to pop up in an ad for someone searching for women’s clothing. Negative keywords help you avoid this.
- Be Right on Time.
You would not put up a billboard advertising your music festival two weeks after the festival is over. You want to place it at the time it will be most helpful. In PPC ads, you can easily do some research to find out when your ad is most likely to be successful, and then you can plan accordingly.
- Write Good Copy.
You can do everything right, but if your billboard does not catch the eye of the sleepy driver headed down the road, it does you no good.
Now that you have the perfect keywords, you are in the right spot, and you are there at the right time, make sure your copy is properly selling your product. Otherwise, all your efforts are for naught.
- Create Quality Ads.
If your billboard gets really good results, then other people are going to want to get a billboard, which is really good for the marketing company that sold it to you. So they might be willing to give you a better spot next time you use them.
Google ads have a similar concept. They grade ads based off of their success rate, so the better your quality score, the cheaper your bids for ads and the better placed you will be.
- Monitor Your Success.
One final tip: in both billboard and PPC marketing, look for results. If it is not working, stop doing it.
Why PPC Matters
Just like your billboard is designed to get you business, your PPC campaign is a great way to drum up business. However, if you don’t do it right, you might as well not do it at all.
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