Managing a PPC Campaign: 5 Things Every Business Should Know

If you’ve never used a pay-per-click (PPC) campaign before, you should know that the concept is pretty straightforward. You post ads, links, and so on with various sites and every time someone clicks through to your website with one of these postings, you pay the host an agreed-upon amount. The idea is that the host sites are earning passive income, but you’re only paying for the clicks that result in potential customers and sales. So you’re getting the access to consumers that established sites can offer and they’re getting paid for nothing more than displaying your ad or link. In short, it’s a symbiotic relationship that stands to benefit both parties. However, before you simply start soliciting websites you wish to work with, there are a few things you’ll want to take into consideration where your PPC campaign is concerned.

  1. There are no guarantees. Businesses often make the mistake of assuming that the more they spend on a PPC campaign, the more they will earn. But you need to understand that click-thru does not equal sales, at least not for you. Every time someone clicks on one of your PPC ads they should go through to your site. But that doesn’t guarantee a sale, a return visit, or anything other than a person viewing your site. In fact, the only guarantee is that you’ve just paid for that click, even if somebody clicked in error. Of course, you can find ways to hedge your bets.
  2. Associated sites. The best way to get the targeted traffic you crave as a result of your PPC campaign is to make arrangements with websites that are associated with your industry, your niche, or your particular brand. This should help to cut down on accidental click-thru or clicks by visitors that aren’t necessarily looking for what you have to offer.
  3. Look for quality. It’s tempting to shoot for PPC postings on websites that boast huge numbers of daily visitors, but you need to look for more than just traffic. The value of any given website lies not in the traffic alone, but in the quality of content and the rating that Google assigns it. You need to pay attention to these factors if you want to get the most out of every advertising and conversion dollar you spend.
  4. Keywords. Keywords are an important part of your PPC campaign for a couple of reasons. For one thing, the right keywords can keep your ads topical while still ensuring that they relate to your industry so that the people who click-thru are getting what they expect. But you also want to pay special attention to negative keywords since they can help to distance your brand from ads you don’t want to be associated with.
  5. Consider hiring help. Understanding the nuances of PPC advertising can entail quite a learning curve, so you may want to hire a reputable and reliable company likeĀ http://enlightened-media.com/ to help you out. An experienced professional can get you the best results with the least time and effort on your part.

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