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Some PPC essentials

By Graham Baylis

Republish: EasyPublish™
Published: 17Mar2010
Word count: 532
Viewed: 300 time(s)

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Now that you have your new website, you want potential customers to find it and purchase from you. So, how do you go about doing this? Well, in the short term setting up a ppc (pay per click) campaign can bring instant results. However, there are some basic rules that you must observe when setting up your ppc campaign in order for it to succeed.

Choose Your Keywords Carefully

Choose your keywords and key phrases carefully. Do not go for generic terms, they are too vague and you will get too many unproductive clicks. Try and choose perhaps a dozen specific keywords or phrases to target particular customers.

Make sure you have a separate landing page for each advert and that it is relevant to your advert. Always have good copy, well written in good English (if this is your language of choice), it need not be the Queen's English, but it must have correct grammar and punctuation.

Easy Navigation is Essential

Do make it easy for visitors to navigate to the main site and then when they get there, that it is very easy to find and purchase goods. Nothing is more off putting to visitors than not being able to find what they are looking for or not being able to complete the sale because they can't navigate easily. And sometimes, what appears to be very visible is missed, so take care to make things very obvious.

When setting your bids do not aim for the number one spot. Start modestly and work your way up, otherwise you may find that you blow your entire monthly budget in a few days. Aim to be somewhere between positions 3 and 6, as you will still be on the first page but you will not be paying as much as those in the higher positions and you will be less likely to suffer from impulse clicks.

Impulse clicks are less likely to result in sales than those who are purposely looking for your products. Always, always track your results as this will tell you how your campaign is doing, also what is working and what is not.

Analyse Your Results

Spend time analyzing your results and working out the ROI (return on investment). It is very important that you know how much a conversion costs as this will allow you to hone your campaign to get the most out of every penny you spend. Delete ads that are not working and do not be afraid to change things round, in fact it is beneficial to ring the changes as this keeps your campaign dynamic.

Split Testing

Once you have created your ppc campaign, test your campaigns to see what works and what does not. The most common way of doing this is do some a/b split testing and all you do for this, is to create 2 copies of the same ad with a single difference in each one. All you need to do then is to study the analytics to see which one works best. By following these simple rules, you can have a successful and profitable ppc campaign which brings you more business in a relatively short space of time.

Graham Baylis works for Serendipity Online Marketing sole aim is to help businesses use the power that the Internet offers and he spends a lot of time explaining to people just how to do it, sometimes not even charging for the wealth of information he provides. This article is one of his many that help people understand just how Google thinks, see www.serendipity-online-marketing.co.uk

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