Pay Per Click PPC Tips

Create multiple variations of PPC landing pages for carrying out A|B split-testing. You may test several options by altering page headlines, message, text, color, layout, form fields, and page length to check which page performs better. You can improve your campaign performance by as much as 500% using these methods and make your PPC budget go far.
Keep a track on your conversion rate. You can do this by checking your site stats and see how many clicks it takes to register a sale. These stats will help you to determine how much you can afford to invest in your PPC campaign

  1. Create multiple variations of PPC landing pages for carrying out A|B split-testing. You may test several options by altering page headlines, message, text, color, layout, form fields, and page length to check which page performs better. You can improve your campaign performance by as much as 500% using these methods and make your PPC budget go far.
  2. Keep a track on your conversion rate. You can do this by checking your site stats and see how many clicks it takes to register a sale. These stats will help you to determine how much you can afford to invest in your PPC campaign. If we assume that you have a product that gives you $15 profit and it takes 100 user clicks to get a sale. It means that you can bid 15 cents per click to achieve your break even.
  3. It is a good idea to study the PPC ads that appear above and below your own ads in the search engines. Analyze if other ads are more appealing to a potential buyer and improve yours accordingly. This will improve your click-through rates. Also, analyze the landing pages of the competing ads to make sure your page is more relevant to the keyword search string and more appealing than your competition. This will improve your conversions.
  4. Key to a successful PPC campaign is to create a sense of urgency by using phrases like “limited time,” “offer ends soon,” “today only,” and “the first 50 visitors.” If the visitors know that your offer is limited and will end soon, there are more chances of them clicking on your ad.
  5. Instead of directing the visitor to the home page of your website, the landing page from your PPC ad should ideally be the exact product or service page that your customer is looking for.
  6. Keep a close eye on synchronization if your PPC ads contain items that frequently change on your website landing page. It can be some shipping policy, offers, prices, or discounts. Don’t let a searcher find an incorrect ad copy and have a bad experience with your site.
  7. It’s important to test the ROI (total profit-total cost) for each position of your PPC campaign to find the most ideal position for your PPC Ad. You may be surprised to know that in a lot of cases, there is more money to be made from being in positions 3-6 because of the lower cost of attaining those visitors.
  8. Adding up multiple ads in a single ad group is always beneficial as we can test a variety of ad messages in this manner. The reason is that, in some cases, one ad outperforms the other in terms of click-through rate, however, another ad will yield to more conversions.
  9. Apart from using Google keyword tool (with the synonym checkbox), you may also want to use thesaurus which is not only a great tool for expanding your negative keyword list but also your main keyword list. With the list you have now, it’s not a bad idea to consult even your family and friends for further possible keyword variations. This is a more creative way of finding the most yielding key phrases for your PPC campaign.
  10. Google, Yahoo, and MSN have their own website network on which they distribute your PPC ads. Many sites are fraudulent and hence don’t provide you quality traffic. So you might consider to check your website stats and find out websites that bring you traffic with high bounce rate. Google Adwords facilitate you to exclude these domains by entering them into “negative excluded sites” folder. In case of Yahoo and MSN, you will have to call them to handle the situation.
  11. Create multiple variations of PPC landing pages for carrying out A|B split-testing. You may test several options by altering page headlines, message, text, color, layout, form fields, and page length to check which page performs better. You can improve your campaign performance by as much as 500% using these methods and make your PPC budget go far.
  12. Keep a track on your conversion rate. You can do this by checking your site stats and see how many clicks it takes to register a sale. These stats will help you to determine how much you can afford to invest in your PPC campaign. If we assume that you have a product that gives you $15 profit and it takes 100 user clicks to get a sale. It means that you can bid 15 cents per click to achieve your break even.
  13. It is a good idea to study the PPC ads that appear above and below your own ads in the search engines. Analyze if other ads are more appealing to a potential buyer and improve yours accordingly. This will improve your click-through rates. Also, analyze the landing pages of the competing ads to make sure your page is more relevant to the keyword search string and more appealing than your competition. This will improve your conversions.
  14. Key to a successful PPC campaign is to create a sense of urgency by using phrases like “limited time,” “offer ends soon,” “today only,” and “the first 50 visitors.” If the visitors know that your offer is limited and will end soon, there are more chances of them clicking on your ad.
  15. Instead of directing the visitor to the home page of your website, the landing page from your PPC ad should ideally be the exact product or service page that your customer is looking for.
  16. Keep a close eye on synchronization if your PPC ads contain items that frequently change on your website landing page. It can be some shipping policy, offers, prices, or discounts. Don’t let a searcher find an incorrect ad copy and have a bad experience with your site.
  17. It’s important to test the ROI (total profit-total cost) for each position of your PPC campaign to find the most ideal position for your PPC Ad. You may be surprised to know that in a lot of cases, there is more money to be made from being in positions 3-6 because of the lower cost of attaining those visitors.
  18. Adding up multiple ads in a single ad group is always beneficial as we can test a variety of ad messages in this manner. The reason is that, in some cases, one ad outperforms the other in terms of click-through rate; however another ad will yield to more conversions.
  19. Apart from using Google keyword tool (with the synonym checkbox), you may also want to use thesaurus which is not only a great tool for expanding your negative keyword list but also your main keyword list. With the list you have now, it’s not a bad idea to consult even your family and friends for further possible keyword variations. This is a more creative way of finding the most yielding key phrases for your PPC campaign.
  20. Google, Yahoo, and MSN have their own website network on which they distribute your PPC ads. Many sites are fraudulent and hence don’t provide you quality traffic. So you might consider checking your website stats and finding out websites that bring you traffic with high bounce rate. Google Adwords facilitate you to exclude these domains by entering them into “negative excluded sites” folder. In the case of Yahoo and MSN, you will have to call them to handle the situation.
  21. From the list of most convertible keywords you get from your PPC campaign, run a manual deep link building campaign using the highest performing keywords including volume and conversion rate. Not only does this improves the Quality Score but also gives a boost to the organic SEO ranking results for the coming months.
  22. Use dynamic keyword insertions to target a wider array of keywords with the help of single ad copy and let the search engine place your keywords into your ad depending upon the query supplied by the user. Remember always that the ad title can expand past the 25 character limit and Adwords will accept it as long as the default text remains at 25 characters or less.
  23. While most people understand that SEO & PPC are two of the most important pillars of any Internet Marketing Campaign, many people also tend to take SEO as a substitute for PPC. But in an ideal scenario, SEO & PPC should go hand in hand with each other for a successful Internet Marketing campaign.
  24. PPC can not only do wonders for your sales, but it is also an excellent keyword research tool. You can do a comprehensive keyword analysis according to the website demographics. It can also be quite useful to determine and evaluate the typo conversion data. While it’s easy to rank for typos, with the help of the PPC tool you can take decisions based on the facts that which types are most likely to convert into a sale. You will be surprised to know how well a few typos tend to convert.
  25. Conversion tracking is a must for all PPC campaigns. If you have never set up goals, please go do it now. After you set up the conversion tracking, you can track the user’s activity on your page. It could be a sale, a form submit, a request for more information, an ad click or a new RSS subscription. When you define your goal, analytics lets you track that goal just like a PPC conversion for all traffic and not just PPC traffic.
  26. Splitting your keywords into smaller more targeted Ad groups is an effective ploy to increase your Ad Quality Score. To do so, Google Adwords is a handy editor to group keywords into 15 groups of 20 related keywords. For example: buy old books, exchange old books, what are old books, buy old books online etc.
  27. A very important point to keep in mind with pay per click is you must test, test, and test some more. Don’t start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers. An essential part of your testing is having a method in place that allows you to track your return on money invested. For example, if your goal is to bring in new subscribers to your newsletter, you could direct visitors arriving from your pay per click link to a subscription form set up just for them. You can then monitor how many clicks actually result in a new subscription. As such, you will know how much you are paying for each new subscriber.
  28. There are a lot of advantages to using PPC such as Google Ad words, but also consider diversifying your campaigns. Remember that you are not “buying a link”, but you are displaying an advertisement. PPC is not SEO because it is “paid advertising”, but it can complement your SEO work nicely as long as you are measuring the exact results and determine your cost per click and cost per lead.
  29. In order to have a strong PPC campaign, aim at thousands of keywords and not just hundreds. Your competitor may be able to beat you on bid price, but you can beat them for free on keyword volume.
  30. If you can’t afford more than 7 cents per click, don’t bid higher. There are always more targeted keywords to be found. And remember, even if you aren’t on the first page, you will still get clicks. Perhaps, not as often…but you will still get clicks even if you are 3 pages in, especially on frequently searched phrases.
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