Top PPC Tips for Effective Marketing - Top PPC Campaign Optimization Techniques
(Page 3 of 4 )
Keyword
Understanding the keyword drivers for the demographics targeted is critical to a PPC campaign working. The bidding price for ads, the relevant search demographics and the conversion rate all hang on the accuracy of the keywords chosen.
Address the keyword in terms of where the consumer would be in the buying cycle when using that search word. Often, in the early stages of searching, consumers use broad terms with little definition. As they understand the available options and narrow down their buying factors, the search phrases gain more detail. Washer goes to front loading washer, which becomes GE Front Loading Washer, which could become Aspen Green GE Front Loading Washer. If choosing broad terms for keywords for ads, the conversion rate is less likely to be high.
The Website
It becomes critical that the corresponding web content supports the selected keywords. Often there is disconnection between the website and the ad. If the idea behind the ad is to drive the selected demographic to the website, once there they must see how this business addresses the issue for which they were searching.
The landing page of the website offers a reality check to the consumer. If it does not line up with the ad text, the consumer may click off the site immediately.
The site needs to support buying decisions. Can the consumer find the product or service easily? Is the phone number available? Is service support offered? Training the consumer to purchase once they are on the site is impossible if the site is not crafted to support buying.
Measure, Monitor and Analyze
Measure the results and track progress. PPC advertising can be a learning tool to understand the market reaction to the product, the brand and the ads selected. Metric-driven progression is critical to understanding what interventions lead to the best conversion rates and which keywords lead to consumers easily converted.
Ad testing is important. Changing the text, the style and the characteristics in the ads and running competing ads will increase understanding of buying decisions and the targeted demographic. Focus on specific characteristics, build the ad text to support those characteristics and test the response.
Iteration; ad testing is not a one-time effort. Just as branding takes wide coverage, so does a PPC campaign. It will take multiple runs, and various iterations of ad testing to comprehend the keywords that will ultimately increase revenue.
Know the Objective
Often driving traffic is seen as the objective of PPC campaigns, but visitors to the site do not automatically generate additional revenue. The PPC campaign must be designed with the idea of converting clicks to revenue in mind. More than increasing traffic, increasing revenue is the critical goal. An overall strategy and preparation will aid in this process. Keep in mind the destination as the keywords, the landing page and the ad text are designed.
Support the Process
Blogs, articles and forums are great ways to support the PPC campaign. As part of an integrated strategy, posting to industry-related blogs, adding content-rich articles and adding to related forums and wikis will increase visibility, improve niche expertise perception and improve understanding of the buying cycle.
Keyword Tools are offered by many PPC engines to analyze the keywords on the site, the top keywords by demographic group and by geographic location.
Next: Top 3 PPC Search Engines >>
More Website Promotion Articles
More By Stephen Davies
/ 4 
