Manage An Intelligent PPC Campaign

If you know how to manage it right, Pay Per Click (PPC) is one of the most affordable advertising platforms available at the moment

. If you don't have a PPC Management scheme, you would end up spending more than earning more.

Assess first how much you are willing to pay for every keyword before you start your Pay Per Click campaign. The leading PPC providers, Google and Overture, can cost as much as $5.00 every click for a high ranking that? To give you a clearer perspective, a typical website has a conversion rate of about 2%. This means you need to have at least 50 visitors to your site before you actually make a sale. If you bid for the $5.00 per click rate, multiply that by 50, you would pay $250 just for one sale.

If possible, you have to have the top 3 ranking for a keyword because these top spots get to be spread to most of the PPC engine's partner sites. A rank 7 below won't get you anywhere other than your host search engine. So, how could you get a top rank without spending on expensive keywords?

The intelligent answer to this dilemma is to target a large number of less popular keywords. These words are inexpensive, and when taken as a group, can give you a significant amount of traffic. You might wonder that a Pay Per Click campaign uses the opposite strategy of search engine optimization. In an SEO campaign, you need to focus on high traffic words since it takes a lot of hard work to get a top listing. However, in a PPC campaign, it's virtually easy to create a new PPC listing. Since you don't pay unless someone clicks on your keyword, it makes sense to target a large number of less popular keywords, but at a fraction of the cost.

It's relatively common for PPC advertisers to target dozens of keywords, but this will be a lot harder to manage. You need to constantly track your listings, making sure that your rankings haven't dropped. Also, you would want to know which keywords are sending you traffic and converting visitors into customers.

It's better to employ a qualified Pay Per Click management company to run your campaign, especially if you don't have time to monitor your keywords every day. Although it may cost quite a bit more than running the campaign yourself, but these PPC experts are paid to manage an effective and productive PPC campaign. To run their campaign for them, several small businesses also use a software package such as Bid Rank or Go Toast. The software tracks your listings and could adjust your bid if you drop in the rankings.

You don't necessarily have to use a software package or hire a PPC management company to start your campaign, but it is advisable. You might want to test the PPC waters first, and then pay for PPC Advertising Services to keep your campaign up and running. It's crucial to set a daily budget and to stick with it. It takes time to get your keywords on the top ranks, but everything will pay off once you get there.

Manage An Intelligent PPC Campaign

By: Peter Dulay

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