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Essential Tips in Managing Pay Per Click Campaigns and Promotions on the Internet...

Effectively Influencing Rank in Paid Search!


Any internet entrepreneur will tell you that paid search is a marketing tool vital for e-business in ways beyond the obvious "purchase" of traffic.

It's critical in research, testing, design, and branding...

But, in managing pay per click campaigns is where an internet business's true competition is at...

It's where the real "business" of search engine marketing takes place... as businesses and entrepreneurs invest their time and money to generate traffic, while trying to make those investments as productive as possible in terms of clicks and cost.

Because, it just so happens that the most effective ads... the ones that are clicked on the most, also cost less per click, and enjoy a higher and more advantageous pay per click online positioning...

They're the ones rewarded for their inherent quality with rank and savings.

So an internet business's money, efficiency, productivity, and return on investment (ROI) are all at stake here...

It's just natural that a truly competitive environment is created when every advertiser strives for the most effective ads, for the most targeted keywords, for the highest "click-through rate" (CTR), to reap the largest cost savings and highest rank in the sponsored search results.

Efficiency, productivity, creativity, and cost-effectiveness are crucial to compete in PPC.

 

Targeting the Right Keywords for Paid Search...

Like in just about all aspects of marketing a business on the internet, keywords are also fundamental in PPC.

And since you'll be putting your credit card on the line here by bidding on the search terms that will trigger your ads' "viewings" or "impressions", it's best to select the most targeted keywords possible.

It's important to consider all keywords... common misspellings, negative keywords, and surely the ones that imply definite purchase intentions.

So deeply understanding what your customers want and what they look for on the internet is vital in accurately choosing the ultimate set of keywords that you'll be bidding on to make your campaigns (and the ads within them) are as productive as they can be...

And remember, productivity means high ad click through rate (CTR), which results in more impressions, higher rank in sponsored search results, and lower cost per click.

 

Developing the Most Productive Ads in PPC...

Getting people to click on your ads is a thing of creativity. It's about being different... about standing out from the crowd, and about getting attention.

The basic and universally accepted "rule of thumb" for productive PPC ads includes... among other things, "standard practices" like...

Integrating your keywords within your ads whenever possible, and...

Focusing on the your offers most important benefits, first and foremost.

They are correct by all means...

But the thing is that if every advertiser out there does include their keywords and focuses on benefits (not to mention the limited space you're given to write up your ads) then there needs to be more to getting attention to your own ads and being "different" than just following universally accepted "standards" and "good practices".

Here's where knowledge of your customers' intentions and creativity come into play...

The real questions are... what keywords? and, which benefits?

Efficient and targeted keywords usually imply purchase intention, and a specific intention is only satisfied with very specific benefits.

Look at what other advertisers write up in their ads...

Do they target the most urgent and most "visceral" customer desires?

That's the key to the most productive ads in PPC.

 

Running an Effective Bidding Strategy...

Bidding is crucial with it comes to ad and campaign productivity...

It's about knowing what keywords to bid on, how to organize keywords within an ad group, how much money to bid, and when to refine your bids according to confirmed results.

It's also about understanding how your customers buy... what keywords they use at every stage of the buying cycle (usually very general keywords for research, specific keywords for shopping, and highly targeted keywords for purchasing).

General keywords tend to be the most expensive because they often appeal to a larger audience and usually bring in the most traffic, but they suffer from lower conversion rates.

Specific keywords, on the other hand, tend to cost slightly less because although they imply a more definite purchase intention and they often result in higher ROI, they don't attract as much traffic.

Then there's also the issues of matching (exact match, broad match, phrase match, negative keywords) and targeting (geotargeting, local search, global search)...

That's where you, as the advertiser have to look at how much exposure you want for your ads by defining the "instances" that trigger them.

It's all part of an effective bidding strategy...

Organizing keywords logically into ad groups or campaigns...

Matching keywords appropriately to search terms...

Focusing your campaigns as required with geotargeting features, and...

Bidding intelligently across the purchase cycle.

Return to "Search" from "Effectively Managing Pay Per Click Campaigns and Promotions"

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