Sometimes, you may feel as if no matter what you do, your page simply won’t rank. If that is the case with you, you may want to try pay per click (PPC) management. This is a way to get immediate traffic that the search engines like, which means you will start to rank higher and generate income at the same time. However, managing a PPC campaign without knowing what you’re doing can be a bit hard.
Hopefully, the following information will assist you in setting up a good PPC campaign. Alternatively, you can outsource PPC management to a company that specializes in it.
Setting up PPC Campaigns
- Research your keyword list using various keyword generators so you have an accurate and varied list. Eliminate those that don’t really link to your service or product or that don’t focus on sales.
- Make themed groups out of the keywords you have left. These groups are known as ‘ad groups’ to Google. This means that you can make sure the ads you use are targeted to each group, thereby increasing your quality scores and lowering your overall costs. It is better to have lots of groups with one or two keywords, than one or two groups with lots of keywords, by the way.
- Make sure the keyword is in your headline and that you have at least two ads for each of your group with the sole difference being in the ad text or headline. This allows you to see which one is better. Make sure the ad text has a clear call to action.
- Use dynamic keyword insertion in whichever target URL you use on your add. This helps improve your quality scores.
- Use conversion tracking so that you can see which ads and which keywords are most successful.
- Start with exact match, phrase and broad keywords. Only invest a little bit to see which one of those works best for you.
- Have a negative keyword list with you at all times, so you know when you do NOT want your ad to be shown.
- Get your cost per click right, showing your ad in third to fifth position in sponsored listings. Research has shown people click on those ads more often.
- Make sure there is an even spread of your ads so you can test them individually. Keep the ones with good conversions and tweak those a bit to see whether you can improve even more.
- Pause ads that don’t get click after you have had more than 2,000 impressions. These ads have the potential to negatively affect your score, so they are a waste of money.
Hopefully, this information will have helped you get to grips with PPC a bit more. There is a lot of information available online and through Google to get a more in-depth understanding of just how it can work for you. Don’t expect to get it right with your first campaign. Invest a tiny bit so you can use it as a learning curve, and build your budget up from there.