The Secrets of Successful Pay Per Click Management
Kirt Christensen
They are not telling you lies. You can have outstanding profits with low expense of effort in a short period of time with PPC marketing. As far as ad campaigns go, it can be the goose that laid the golden egg. What they aren't telling you is that the ppc marketing campaigns that are a success, result from cunning minds and many hours of manpower.
For a ppc to be a success, the advertiser needs to first choose a search engine to associate with. Of course Google and Yahoo do the most business quantity wise, but they are not the only game in town. Research done by Pay Per Click Universe showed these results for the Top 10 ppc advertising programs.
1. Google
2. Yahoo!
3. ABC Search
4. Search Feed
5. 7 Search
6. MIVA
7. Enhance Interactive
8. Findology
9. Microsoft adCenter
10. Ask.com
The savvy marketer will take advantage of all of these resources, experimenting to see which will bring in the greatest volume of business.
The next step on the path to pay per click success is the selection of the proper keywords. A good keyword should be one that is general without being too general; it should not require a college degree to think of but not be so non-specific that it will lead to an absurdly high number of false leads.
Many search engines make available a database that contains the most popular keywords that are used in the latest searches. You want to think of these as the beginning of your list not the whole list. Too many of the popular keyword phrases are just too generic to get a good quantity of quality leads.
After the keyword is chosen it is time for the advertiser to decide precisely how much they are willing to bid for that keyword. Search engines organize pay per click advertisements based upon the amount that their creators are willing to pay every time that ad is chosen; after all, they want to make a profit too.
The ads at the top of the list are the ones with the greatest bids therefore they have the top listing. The advantage to this is that they will be seen first. The significance of this is that most searchers are not going to scroll through dozens of pages to get what they want; when they don't find it in 5 or 10 they will most likely forget it.
There really cannot be too much micromanagement when you manage your ppc marketing campaign. It is vital that marketers are aware of the volume of business that their ads generate. Knowing lets them make changes to the campaigns if they think the ads that are running aren't working efficiently. They can then adjust them when they are a small problem not a disaster.
With careful management and research it is possible to make hundreds of dollars from pay per click marketing; however, it is important to remember that this is largely a trial and error endeavor. Do not be discouraged if you do not find five hundred dollars in profits sitting in your bank account the day after you launched your campaign. Remember, good things come to those that wait.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When you need a adwords qualified company, he's the man!
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