Pay Per Click (PPC) campaigns can provide immediate, targeted traffic for your products and services and exposure to a wide range of terms and phrases. Even if your website is well optimized, you may not rank on a wide range of secondary phrases.
You tried PPC before and failed
AdWords is an efficient marketing tool, but even with all its polish and sophistication it isn’t a “set and forget” proposition. AdWords has many settings that need to be configured for your initial campaign run. The settings you need are very likely to be different from Google’s default settings. This is especially true during the early stages of the process when you want to be conservative and sort out what works and what doesn’t.
Many people take advantage of the opportunity to try AdWords when Google offers a $100 coupon code. They spend a few minutes, or perhaps an hour, setting up a campaign and then let it run. The initial $100 is rapidly consumed and then – several hundred (or thousands) of dollars later – the campaign is shut off and abandoned as a failure.
What do you need to know?
You need to understand the differences in advertising on the search and display networks. You need to know how to select the best sites, when to bid more, when to bid less, and when abandon a term altogether. You need to set negative terms to ensure your not wasting money on unrelated searches. You need to set where you ads will appear. Should your ads run Worldwide, North America, US only, or within a specified distance of a local address?
Everyone seems to think they know the top words and phrases in their market, but you need to back up your assumption with research. You also need to know which negative phrases to include, to write targeted ads that mesh with the intent of the search, and to construct special “landing pages” that back up the promise of your ad.
Perhaps most important, you need to review the effectiveness of each of these elements. A potentially a great converting phrase can turn out to be disastrous when combined with a word like “Free”. You need to continually tweak and test your ads to improve the click rate, and you need to constantly tune your landing pages to help improve the conversion rate.
The bottom line is that, if you want to launch a Pay Per Click campaign, you need to thoroughly understand the tools and commit the time to test and tune the campaign to achieve the best results.
Do you need a Pay Per Click Campaign?
Marketing on the Web assists businesses in the Huntsville Alabama area with creating and managing Pay Per click campaigns. If you want to drive targeted traffic to your website – Contact Us!
also see: Things to consider when creating a Pay Per Click campaign