When most people think of PPC, what comes to mind is
usually basic information that's not particularly
interesting or beneficial. But there's a lot more to PPC
than just the basics. Keep on reading to find valuable tips
to increase the effectiveness of your campaign.
Use Overture's or Google’s Keyword tool as a starting
point for your pay per click keyword research. This will
help you to generate a rough list of keywords you could use
for your niche. You can then segment this list by
considering the keyword groups within it. For instance, are
there 5 or 10 key phrases that share the same two word
base? Put them together on the same list.
Always test different pay per click advertisements against
each other. For each campaign, create multiple
advertisement groups with the same keywords. Slowly thin
these down to the groups that maintain the highest
conversion rates. Pit the high converters against new
groups until you have determined your best ad for both
click-thru rates and conversion rates.
Pay careful attention to your pay per click campaigns. In
many cases the network through which you advertised with
freeze your ads for different reasons. Google Adwords, for
instance, will stop ads that are underperforming, which
means they either are drawing a small amount of impressions
or have a low click-thru rate. To make sure all of your ads
stay active, watch them carefully and make changes when
required.
Constantly tweak the wording of your pay per click
campaigns to determine the best arrangement of words. For
instance, try switching the first line with the third or
the second line with the third. Try all different
permutations that make sense and then take note of your
click-thru rates. Additionally, take note of whether your
conversion rates remain the same or change.
Always use a call to action in your pay per click
campaigns. Some calls to action include "click here",
"start now", "join now", "learn more" and "don't miss out".
These calls to action will provoke those who read the
advertisement to click, rather than wandering off to the
next advertisement to see if it might offer something
better.
Take advantage of contextual advertising programs that
allow you to select where your advertisements will be
published. Google Adwords now offers this. If you notice
that your click thru rate is unusually high with the
Content Network, even though the conversion rates are
disturbingly low, you should consider weeding out some of
the potential problem sites.
In addition to all of the major networks, you may also want
to setup pay per click advertising on smaller, less
expensive networks. While the traffic probably wont be as
targeted and subsequently wont convert as well you will
gain another avenue of promotion and more than likely pay
less than you normally do per click.
By all means, be persistent and keep testing and tracking
to find the best ads for your PPC campaign.
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Eugene Rivera has been the CEO for True Web Success for 15
years. If you desire to know more about PPC advertising
information and how to get ads for free, you can go to
http://my.ffa.net/768
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