Writing after a long time, this post is targeted at those looking for an internet marketing strategy, mainly useful for promoting their products, services, etc. For almost a decade, Pay per click (PPC) strategy has been playing a vital role in internet marketing. I’m not going into deep definitions or how-tos of PPC; here goes easy PPC management & optimisation.
Discovering Keywords:
Building a relevant keyword database helps you to understand your customers. You should know how customers search for the products or services you offer. Using brainstorming, questionnaires, keyword suggestion tools, Google Suggest, Google Insights, and your traffic stats, you can build a great list of keywords.
Grouping Keywords:
Grouping keywords into subgroups based on logical terms creates a systematic database for further activities. PPC gives fast feedback, so organised data helps a lot.
Expanding your keywords database with Negative Keywords:
Your product/service competitor’s name is the usual and best example of a negative keyword. Showing your ad here and there is just a waste of money; show your ad to those who are looking for a similar product/service, even if they are looking for your competitor.
Building a Nice Landing Page:
Your ad campaign drives traffic to your page, but it didn’t generate a lead? Think with the mind of the searcher — maybe the product doesn’t match what he/she is looking for, the displayed product is too confusing, or there’s no idea where to proceed further. So just show your product/service nicely. Keep it simple and easy to navigate. And don’t forget to track conversions.
Set Up Your Campaign:
Now that a logical group of keywords and nicely built landing pages are ready, think about your Cost per Click (CPC). Remember, the bid amount is subject to the value per lead. It’s your money and your budget — spend wisely. Every company, whether Google, Yahoo, Microsoft, Ask.com or anyone else, has great video tutorials to help you work with their UI.
Analyse the Performance:
With a running campaign, keep analysing performance to increase productivity. Google Analytics is a great tool to research and analyse the performance of your campaign; maintaining it will reduce your search engine marketing cost for PPC ROI.
Maintain a High Click-Through Rate (CTR):
A high CTR means more customers. Rotating keywords will give more exposure to the right customers.
So that’s all you can do with your PPC campaign. The biggest hurdle of PPC management is identifying your keywords over time, then organising and managing thousands of potential keywords. So if you are hiring someone, be sure they are a certified professional.
Let me know your feedback; feel free to comment below.
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