Pay Per click campaign: Time to go beyond the basics

Pay-per-click advertising is an extremely efficient tool responsible for turning every click into profitable sales! Wait, research has recently unveiled a daunting fact. It shows, that very few people actually scroll “below the fold” on the first SERP; that means few click to secondary SERPs and fewer clicks even beyond.

So the basics of PPC ad campaign remain as getting found. How? Well, these can actually be broken down to four significant areas like

Keywords: Study keywords and try doing a thorough keyword research, use keyword groups in order to segment your audiences. Also try and use various match type to ensure that the right users are targeted at the right time in their buying cycle.

Ad copy: Use well researched keywords in your ad copy, to prioritize well the relevance of what your advertisements.

Landing page: Yes, that’s important and you make sure that your landing page is relevant to your keywords, and also to your ads.

Performance Tracking: Study all the metrics which are important to your business and then monitor and improve your campaigns through proven and controlled testing.

Well, are you doing all these but still not getting result? Then it is the time to think beyond the basics. Here are the next steps for a successful PPC ad campaign.

Step 1: Do not just limit yourself by using only exact match. On the contrary, now try and set the main keyword to broad match and apply all the irrelevant modifiers (the long list of other keywords) as negative matches.

Step 2: Try and use dynamic keywords. If you are targeting to advertise a lot of similar products or may be trying to advertise a particular product that comes in an array of colors, sizes or models then try improving the quality of your ad campaign by using DYNAMIC KEYWORD INSERTION (DKI) method into your copy.

Step 3: Try including the discounts and other selling points in your ad campaign. If you offer online discounts, free shipping etc, then include these also. However try to test them against each other in each keyword group because at times, each might perform differently at different stages of the buying process. A word of caution here! If you are including the discount offers then also monitor the discount codes carefully. In a word, ensure that your discount codes are not making the visitors to pay less despite their capacity of paying the fuller price.

Step 4: These days most of the Search Engines offer the state of the art option of scheduling your ads for a particular time of the day and even offers you the greater flexibility to increase or decrease the bids. It is advisable that you monitor performance by time of day and based on that research, increase your ad budget on the ‘peak converting’ time. Well, get this straight, the peak converting times does not necessarily means to be the ‘peak traffic time’.

Step 5: Are you currently advertising everywhere? Stop it immediately and disable the content partners in the current campaigns. Well, it doesn’t matter if you have got ROI out of the content network, now start duplicating these campaigns and let these new copies target only the content network. In a nutshell, it’s time to optimize your two sets of campaigns separately.

Step 6: Understand the basics of the searcher behavior. How? Well there are two great places to look at for this the Google Trendz and the eBay Pulse, which offers volume of historical data on popular keywords. Study these to identify your seasonal keywords, and also to determine the outdated terms that aren’t worth pursuing anymore.

Seek help of the professionals to generating great business online with an immense web presence.

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