Manage your pay-per-click advertising campaign
The ability to effectively manage a pay-per-click advertising campaign is undoubtedly one of the most valuable skills any online advertiser can have. Since pay-per-click or PPC marketing is the fastest and most efficient method of presenting a business message to the global market, it pays to learn how to put the enormous potential of this marketing technique to work for you.
The ultimate goal of any PPC advertising campaign is to minimize cost while producing maximum results. This is true of any form of marketing or advertising.
There are several factors to consider when it comes to producing maximum results through your pay-per-click advertising. The first, and probably the most direct factor to consider, is exposure. That is; through your advertising efforts, how many potential customers are likely to come into contact with your company’s message.
As the leading search engine giant, Google has by far the largest network and the most reach online. Being ranked high by a leading search engine, such as Google, Yahoo, or Windows Live Search, is as good a guarantee of online exposure as any you can offer.
Getting to the top list is sometimes easier said than done. Listing rank is typically determined by bid amount, click-through rate, as well as ad, keyword, and landing page relevance.
Bid amount refers to the amount you’re willing to pay per click on your ad message for a particular keyword. Click-through rate is determined by the number of times your ad message is shown compared to the number of times your ad is clicked, which is a measure of the overall effectiveness of your ad in getting the “click” “. Relevance refers to how close your chosen keyword is to your ad message and corresponding landing page.
Along with exposure, another consideration would be the degree of targeted traffic your efforts produce and the nature of that traffic.
If your ad message is about digital software, exposing that ad to thousands of freshwater fishing enthusiasts is not likely to produce the best response. This topic ties closely to the relevance of your overall campaign.
Producing maximum results means exposing your business message to as many potential customers as possible who ultimately click through to your web page.
There are several effective methods to reduce the cost of your overall campaign. One method is to research your potential keywords and bid on those that receive a low amount of bid competition. The less competition there is for a certain keyword, the less you’ll likely spend to rank favorably.
Another method is to improve the click-through rate of your pay-per-click ad message by tracking the performance of various combinations of headline and body text, and combining the most effective ones. The better your click, the better your ad rank will be; less you spend on list position.
By far one of the best methods to reduce your PPC cost is to address the issue of keyword relevance. The relevance of your keyword to your title, body text, and landing page content, the higher your ad listing will rank, the better your click-through rate and the less you have to pay per click.