Posts Tagged ‘PPC’

Pay-per-click advertising

Monday, October 27th, 2008

Pay-per-click advertising operates on two simple premises:Your ads are displayed in the search engines according to what people are searching / looking for. (i.e. If someone searches for “weight loss” and you’re bidding on the term “weight loss”, your ad will be displayed when someone searches for that phrase.)

There are two major PPC ad engines:

1.) Google AdWords

2.) Yahoo Search Marketing

You pay only for visitors that come to your site (no upfront costs - every “click” while being an expense is also a chance for you to convert that visitor into a customer). You pay a certain amount “per click” on your ad. If nobody clicks on your ad, you don’t pay a dime… and also get no visitors. The goal is to get many visitors, while paying as little as possible per click.

Having said that, I don’t discourage you from using YSM. In certain niche markets the YSM network is still not hyper-saturated (unlike AdWords, where the competition is higher) and you may be able to realize serious short-term gains if you play the PPC game right.

What I would discourage you from is to using a PPC ad network other than AdWords or YSM. Beyond these two the situation is pretty bleak with poor traffic quality, click fraud and lack of asizeable user base all contributing to an abject failure. 

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Pay Per Click Advertising Mistakes

Saturday, January 12th, 2008

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Here is a list of some of the major mistakes you can make with your PPC campaign.

How Many Keywords Per Ad ?

It is vital to target visitors, so make sure the ads are relevant. Make several ad groups, don’t try to get all keywords into 1 ad.

Negative Keywords

If you want to avoid unwanted click throughs and impressions you must use negative keywords. For example, if the term “web templates” is one of your keywords, each time somebody runs a search for that keyword your ad will be displayed. Similarly, if someone were to run a search for the term “Free Web Templates,” your ad will also be displayed since the main keyword “Web Templates” is present in the search query. You can find good negative keywords in your log files or when you build your lists.

Track Your PPC Campaign

Tweaking and testing will only work if you are tracking your ads. From the search engines you will get info such as clicks or click trough rates but the ROI and cost per action needs to be analyzed and calculated by you. It is not sufficient to know that your campaign costs $1000 and you are spending $500, as you might get the same results if you only spend $300.

Tweak And Test Your PPC Campaign

You need to test your ads, minor changes can increase or decrease your results. Title, description and url can all be optimized. If you are not a PPC professional it is advisable to get some professional help from a PPC Management company, this will surely pay off.

Tracking Keyword Level

It is important that you get exact data from your analytical account or software, commonly you are better off using a PPC managements company as they have the perfect setup that is reliable (Choose your PPC company well). Adjust your bids to maximize the effect. One keyword might cost you $5 and another might cost you only $1. By decreasing your bid on the $5 keyword, and increasing your bid on the $1 keyword your campaign will most likely be more profitable.

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