10 Steps to Success with Pay
Per Click
PPC (Pay Per Click) is a
methodology by itself - requiring a detailed, step-by-step
study of how the system can be 'worked' for maximum advantage. With
help readily available, you only have to spare time for
understanding the popular concept, and put it into use in your website
to reap the benefits.
PPC is based on a number of
calculations, permutations and combinations that need to be set and
reset. In such a situation, a 10-step guideline can take you higher on
the 'ladder of success'.
So, as you get ready for
start-up, each 'step' is briefed for you, as
follows:
Step 1: Setting up of Goals -
primary as well as secondary
Primary goals for Cost Per
Conversion are, in fact, the primary measure of success.
These goals are:
· Keeping your total cost per conversion lower than
your break even point in order to make the campaign profitable.
· Aiming to have the lowest cost per conversion
with the most conversions.
Secondary goals comprise of
the following:
· Maximum Traffic to your site (total clicks):
Needless to say traffic without
conversion is wasted money.
· Click-through rates (CTR): Clicks without
conversion also lead to wastage of money.
· Conversion rate: if the cost per click is too
high even a good conversion may make you lose money .
Step 2: Developing Initial
Keyword List
The starting point is the
initial keyword list, based on the consideration of what the searchers
are searching. An effective list can be developed by taking cues from
Google Adwords, Yahoo Search Marketing, etc. The list should obviously
include every possible keyword which target traffic of your products or
services 'might' type into any search engine.
Step 3: Developing Initial
Keyword Bid List
With the help of the keywords
in your Initial Keyword list, try to work out your conversion rate on
clicks. To get a fair idea, begin with your average conversion rate for
your site and make 'up/ down' adjustments based on how targeted you
think the keyword is. Remember, it is merely an 'educated guess' at
this point. Once your campaign is launched, real data will replace your
initial estimates.
To be doubly sure about
whether or not you can pay the required amount per click, use your PPC
vendor's tools before 'buying' the keyword. Only if the estimate shows
positive results, add the amount to your initial Keyword Bid List, and
note the maximum bid amount.
Step 4: Determining the
Landing Pages for each Keyword
For each keyword, the landing
page should be as relevant to the 'phrased' keyword as
possible. Avoid sending traffic from a specific keyword to
your Home Page. In other words, the landing page should correspond to
the keyword phrases, thereby making your ad copy significant, direct
and relevant.
Step 5: Writing an Ad Copy
Well-written copy, with exact
keywords, is a requirement for each listing - it generally produces a
higher click-through rate. For maximum effect, the ad copy should be
compelling enough for the targeted traffic. In the case of a search
engine like Google, you can write several ads for each listing,
considering exactly what the users might look for when they search for
a specific keyword phrase.
Step 6: Launching Your
Campaign and Analyzing the Results
After carefully preparing your
list of keywords, your maximum bids and your ads, you can look towards
launching your campaign.
In the beginning, keep a watchful, analytical eye on it by generating
reports every day or two. Some important points that need to be studied
while analyzing your campaign results are:
· Keywords that get a lot of clicks but no/low
conversions
· Keywords that get very high conversions
· Keywords that get no clicks
· Multiple ads that do better than the others
· Conversion rate's association, if any, with
particular time or day
Step 7: Making the Required
Adjustments in your campaign
Considering your analysis in
the true perspective may require you to adjust you campaign with regard
to the following - generating more traffic, changing the copy of your
ads for better 'quality' prospects, lowering/raising
your bid, or trying different ad copy. After all, you are aiming at a
profitable campaign, and hence, you cannot 'let things happen'; you
have to make alterations to 'make things happen' for you.
Step 8: Refining Your Keyword
List Whenever the Need Arises
Once the campaign starts
rolling, you should consider refining your keyword list, removing
unprofitable keywords and identifying new potential money makers. As
more data comes in, test a new ad copy or more bidding strategies.
Step 9: Using the
Click-Through and Conversion Data
Your SEO (Search Engine
Optimization) team should act as an additional asset in your campaign.
Taking hints from the data gathered in a well-run SEM campaign, your
SEO team can come to know about the keywords that are actually
converting into sales and driving traffic to your site, and can then
target these keywords.
Step 10: Continuous Monitoring
and Adjustments
The requirement of analysis of
your campaign becomes less with time. However, you always need to
monitor your results, look for changes and make adjustments
accordingly. Nothing is constant - new competitors enter the market,
old ones leave, bid prices change, and users start searching for more
specific terms. If not attended properly, all or either of these
changing factors can led to a stale campaign, and decreasing
performance.
It is expected that timely and
comprehensive help like this one can give you a definite edge over
others who do not have access to similar strategically explanation of
PPC and its underlying principles. Follow these 10 steps in earnest and
watch your campaign grow in 'leaps and bounds'!
Sharon
Gantt AKA The Queen of Search Copywriting created & managed
hundreds of ad campaigns on the majorsearch engines. Discover how to
increase your sales, get better cashflow with targeted effective online
marketing
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