PPC - 3 Tips for Running an Effective PPC Campaign - Strategies for Online Marketing Success
by Chris Malta
Many ecommerce entrepreneurs have employed pay-per-click ads and lost serious money simply because they didn't understand what they were doing. According to Internet marketing strategist Catherine Seda, of DriveTrafficToday.com, you can avoid blowing your budget by following some general guidelines in your PPC campaign:
- • Chase the Tail
Stay away from broad keyword phrases, and even single keywords. Cautions Seda, "They're too wide-ranging to hit a targeted audience, and you're going to have significantly more competition bidding." For example, if you sell car insurance, bidding on the search term "insurance" will pit you against other car insurance agencies, as well as health insurance, life insurance, home owner's insurance, and the list goes on.
Dig deeper with your keyword list to find "tail terms" that are made up of low cost, lower volume words, but that are super-focused. Generally tail keywords are made up of multiple words: like the phrase "free car insurance quote." It might not pull in massive amounts of traffic, but it's going to convert very well because a user who types in that phrase is the precise audience you’re targeting.
• Read the Fine Print
When you set up your PPC campaign, you're going choose not only your keywords, but also your estimated budget. Once your bill hits the specified amount, your ads stop appearing in the search results for the remainder of that budget period. This allows you to know exactly what your maximum bill will be.
It's very important to be aware that this is normally an estimated daily budget, not an estimated monthly budget. Don't just race through the set-up, plugging in numbers without paying attention to what they mean.
If $1,000 is your maximum monthly budget, you want to make sure that you aren't topping out at $1,000 in clicks each day. Not paying attention is an excellent way to rack up serious charges that can sink your business in a matter of days or weeks.
• Make It Easy
Don't just dump your visitors on your web site's homepage and expect them to do all the work. If they have to search around your site, you'll likely lose them. If they found your ad by searching for a particular product, take them directly to the page that sells that product. If they clicked on your ad promoting one dollar shipping, make sure the page on which they land highlights the fact that you provide shipping for one dollar.
It's also important to ensure that the information that caused the user to click on your ad is above the fold. (In other words, make sure it's immediately visible within the constraints of the monitor). Don't make users scroll down to the bottom of the page to find it, because they might not. You want to instantly reiterate the message that your ad promotes, and reinforce to visitors that they're in the right place.