Pay Per Click (PPC) Management -
How Much Money Are You Losing Due To A Poorly Managed Pay Per Click Campaign?

By now you should understand the overall importance of selecting relevant keywords. As mentioned on the keyword research page, keyword selection is probably the most important task you will ever encounter in your online marketing efforts and this should not be left to someone who is not a professional who understands your exact website marketing needs. But if you’re going at it alone, here are some helpful tips.

You must first set up your pay-per-click account.  Since Google Adwords is the most common PPC ad agency, let’s assume that’s where you’ll start. First set up a Google Adwords account.  Google will pretty much walk you through this, but a couple of key points.  First, uncheck the content network button first (we’ll discuss this a little later) and second, make sure you set up the optimizer for testing your ads against each other.

After you have set up your Google Adwords account, it’s time to create your first ad group and ad.  In order for you to get the best “quality score” you should remember two words, “relevancy” and “action”.  In other words, make sure you have your keywords grouped into specific ad groups based on their likeness and create your ad specifically for this one group.  This will increase your groups “relevancy”.  Secondly, when creating your ad, make sure you ask for a specific “action”, such as directing them to a specific landing page which is relevant to that specific group of keywords.

There are also “negative keywords” that you should specifically designate within your pay-per-click campaign.  These are words that would cause a prospect to click through to your website, but that has no relevancy to your particular type of business.  For example, you may think that the keyword “night stand” would be of particular interest to a furniture store, but in actuality a person was actually looking for a “one night stand”.  Obviously, a different profession!!

Competition Is Becoming More Fierce

With more and more businesses using website marketing and pay-per-click advertising, getting a good return on your investment is becoming more difficult because of the increased competition and in turn a higher cost-per-conversion for you.  But one way we have adapted is by using a geo-targeted pay-per-click campaign.

A geo-targeted pay-per-click campaign uses your keywords but targets a specific geographical area, such as Dallas or Texas.  This is a great way for local businesses who can’t or don’t need to serve a national audience to develop a huge web presence in their particular area.  Geo-targeted pay-per-click ads also tend to get good quality scores which results in a lower cost-per-click and a higher return on investment.

Once you’ve set up your pay-per-click campaign, it’s time to create your ads.  You will be able to write as many four line ads as you’d like for each particular adword group. I would suggest starting out by writing two ads for each group and testing them against each other until you find a winner.

Obviously, as with any type of advertising, there are specific strategies that are most effective when it comes to writing ads.  Here are some simple guidelines:

• Line 1 should be your headline that gets attention and contain the main keyword you are targeting
• Line 2 should list features of your company that your prospect is looking for
• Line 3 should list specific benefits that your prospect will receive when choosing your service
• Line 4 should be a URL which describes the benefit and clear call-to-action

Once you’ve tracked, tested and tweaked your pay-per-click campaign and ads where they’re running smoothly, you’ll want to expand your campaign to other search engines such as Yahoo and Bing as well as advertise on the content network within Google.  The content network is where you can place text ads or banner ads on specific websites or specific types of websites that are related to your industry.

Setting up your pay-per-click campaign can be a very labor extensive and expensive task if you don’t know exactly what you are doing. A good PPC management expert such as the ones we have at DotCom Alliance can be worth their weight in gold.  Often the amount of money that you will lose due to poor keyword selection, bad ad creation, and improper testing can pay for a company to manage your account for you.

That’s why we leave nothing to chance.  Each keyword and keyword phrase is carefully selected, each ad vigilantly created, and each pay-per-click campaign is tweaked and micromanaged for optimum results.

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