Pay per click (PPC) is the primary method of advertising for online retailers today, and is what causes those ‘Sponsored Links’ to appear at the top of your Google search. You know the ones; you probably ignore them and head straight to the organic results.
If you were to click on one of them though, the company behind it would have to pay Google a pre-arranged price for bringing you to their site, even if you had no interest in what they were selling.
Hence, pay per click.
Well executed, ongoing pay per click management is imperative to the success of any PPC campaign, and can be broken down into three parts.
It has to be well planned, tracked and analyzed, and constantly evolved funnel hacks review.
Planning a campaign
Fail to prepare, you know the rest.
When done well, PPC is a powerful way to bring targeted, high converting leads to a website.
When done badly, it can lead to the ads being ignored or, worse, the hemorrhaging of a company’s funds through uninterested people such as yourself clicking on them.
Good pay per click management starts in the planning.
Keyword research is arduous, but essential. Bidding the right amount for each keyword is crucial. Organizing keywords into different campaigns and groups helps to keep things organized. Identifying your target audience and their search habits is critical. Not having optimized landing pages for conversions would render the whole thing pointless.
Tracking a campaign
Pay per click management doesn’t end once the campaign is underway. In fact, it’s only just begun.
The first part of your ongoing management, tracking your traffic through a token on your landing page URL tells you which ads are working and which aren’t, and gives useful insight into who you are attracting.
Your traffic needs to be more quality than quantity. People who are already searching for your product,who are from your target area, who stick around on your site instead of bouncing straight off, who maybe even convert to a sale, and perhaps ultimately become a repeat customer are your personal goldmine.
Constantly analyzing your traffic will help determine how close you are to striking it rich.
Evolving a campaign
The second ongoing part of your pay per click management, after collating enough data, is to modify, evolve and optimize your campaign accordingly. This is done through continuous and regular analysis of the information at hand.
Once you know what keywords are working, you can push them. Any expensive keywords that aren’t converting, you can stop using. Add new ones to test in their place. If long tail keywords are bringing more success, bid for more of those. They are cheaper anyway.
If people are bouncing from your landing site, modify it. Even split test a few different designs can prove useful.
Try using different ads to direct people to different parts of your sales funnel; an educational PDF should lead to the top, while a coupon will go directly to the sales page.
Good pay per click management
Search engines reward intelligent, well targeted campaigns by charging less per click, and only good pay per click management can take you to that stage.