How to Do Pay Per Click Ads - Start With the Basics
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Using pay per click (PPC) advertising to increase website visibility is a method used by many business small and large. Any PPC ad campaign should
follow some basic guidelines as best practices.
Start by creating only three to five strong baseline ads to test the waters.
Your starting list of baseline ads can target different products or services but by limiting your number of ads in the beginning it will keep your
campaign focused and manageable. Since each ad has a character limit for the linked title and ad body text you should be sure that the text used
for each ad is specific and relevant. If you are doing an offer in the ad try and fit it in the title "3 Day Free Trial" for example and then use
keywords in the ad's body text to describe what the free trial is for. If you're promoting a product the product's name should be in the title followed
by the descriptive ad copy. Don't forget the text of the website address can also be keyword relevant and different from the actual address used. So you
could use mywebsite.com/freetrial in the case of the example above.
Don't go overboard on your selection of keywords for each ad and try to avoid overlap between each ad you build.
Each ad you build should not only target a specific product or service but you should also try and stick to a very specific list of keyword terms.
Use the available keyword suggestion tools for guidance but be sure to have a pre-determined list of your own as well. In a service based ad for example
keep the terms specific to the type of customer the service is for. Don't use keyword terms that are vague or may cause clicks from visitors that don't
really fit your target market. You can be a little broad in the beginning but overtime you should remove or pause terms that aren't really specific to
your customer. Remember also that the keyword terms you select automatically cover mixed variations in a broad format as well as miss-spellings so you
don't need to bother with actually listing all known variations of your terms.
Target each ad to a specific landing page on your website or create a special landing page for highest conversion rates.
This is a real key item if you are doing a pay per click campaign that many people overlook. The most common fail here is linking all your ads to your
homepage by default. If your ad is promoting a specific product then you need to link your ad to that specific product page. If you are promoting a
service you provide then maybe creating a special landing page for your visitor to land on is the way to go. By creating a very specific landing page
around your product or offer you can increase your conversion rate of visitors into customers. Since you are spending money on each and every click
you need to give special attention to what the visitor sees and does once they click through to your website. Does it really sell your product or
service and is it easy to complete a transaction or desired action?
Balance what you pay per click with what the value of your product or service is and don't pay too much per click.
Targeting keyword terms that cost less is obviously the way to go but now days many highly sought after terms can easily cost $5 - $10 per click. If this
price point doesn't fit into your ROI plan then you can't target those terms and may need to get more specific on the keyword terms you're using. Watching
what your keyword term's ranking is and what the average click through rate is can also help you make adjustments in how much your minimum bid is for each
keyword or the ad on a whole.
Running a PPC program for any business is an added expense that needs to be monitored, measured and validated. A paid ad campaign should also target
only the keyword terms you can't achieve on your website by using natural search engine optimization (SEO) to attract the desired visitor or customer.
Also make sure to fully utilize the ad serving program settings - set the ad regions, times the ad is served, and other ad enhancing settings as best
fits your campaign.
So if there are some sets of keyword terms you just have to end up paying for be sure to follow some of these basic guidelines to help set your
campaign on the right track and always measure the ROI on your ad spend.
You can also review these resources:
Google uses an their AdWords program that is very flexible and can deliver a large amount of targeted traffic to your website as well as it tracks
detailed statistics on your ads for reporting ROI.
Bing Ads now combines both Bing search and Yahoo search with one account incorporating two search engines pay per click programs together but
you only need to run one account.
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