7 Tips to Successful Pay Per Click Campaigns
by Phil Robinson | 4th Feb 2005
This tips article celebrates the upcoming launch of our Tips Database, which will contain a searchable database of hundreds of quick tips on Pay Per Click Marketing, Search Engine Optimisation, Keywords Strategy and other areas of search engine marketing.
Here are this months top tips to successful pay per click marketing.
TIP #1 – Geography
Don’t forget Geography. If your products/services are local or regional, be sure to research phrases that include a state or city. For example, a property or cleaning business that conducts most of its business in London and Birmingham would want to find high value phrases like “office cleaning London or buy Birmingham property”.
TIP #2 - Apply 20/80 Principle
When managing Pay Per Click campaigns, remember that 80% of your sales and sales leads are produced by 20% of your search phrases. Make sure you know your 20% versus 80% and focus your efforts and budgets accordingly.
TIP #3 – Niche Search Phrases (PPC)
For your Pay Per Click campaigns, do not simply choose search phrases that generate the most impressions because they will be the most expensive. Look for niche phrases that have a low number of competing sites (low CPC) and good impressions.
TIP #4 – Pay Per Click Title Ad Copy
Always use the keyword in your PPC ad title (and if possible, description). Industry research indicates that the “perceived” quality is approximately 60% higher in listings where the search term is included.
TIP #5 – Positive Persuasion
Because you have limited character space, you must choose your words wisely. Certain words like, “Maximise”, “Exclusive” and “Indulge” have a positive persuasion affect on potential visitors versus negative ones like “Difficult” or “Expensive”.
TIP #6 – CTR is King on Google
When running a Pay Per Click campaign on Google Adwords, remember that the position you achieve is based on the click-through rate (CTR) of your advert, not just the bid price. Therefore, the higher the CTR’s of your adverts, the better position you can achieve for lower bid prices.
TIP #7 – Show No Mercy
If a specific keyword regardless of how the ad is written and tested still does not generate a sale or lead - get rid of it before it wastes more budget. Unless the keyword has some significant and justifiable “brand appeal” then do not continue fueling the pay-per-click search engine’s revenue stream.
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