The Truth Of PPC Advertising

The key to a successful Pay Per Click (PPC) advertising campaign is drawing in the right traffic to your website

. Since you pay every time someone clicks on your ad, you want to make sure to attract only targeted visitors, or visitors who are interested in your product or service. How do you do this?

1. Select the Right Keywords. General keywords will acquire many untargeted clicks which you will end up paying. Target your keywords specifically that they reflect your business or product. If you offer a product that is available in a particular region, include the location. Try to tweak your keywords to create as many variants as possible.

2. Write Accurate and Relevant Ad. The most successful Pay Per Click adverts convey a clear point that is steered to a particular audience. Mention in your ad that unique benefits the your potential customer will get from your product or service. It's best to use simple and direct language and include the keyword in your title and description. Immediately, searchers will notice the ad's relation to their search.

Listings that include the keyword in both the title and description have a higher click-through rate (more than 50 percent higher on average), according to Overture. This clearly supports the importance of a well written ad copy. In Google, ad titles are restricted to 25 characters. The two description lines and display URL are limited to 35 characters each. This encourages you to be clear and concise.

3. Control your Cost. On top of the monthly maximum, majority of PPC search engines let you fix your own maximum value for the cost of each click-through. Limit yourself to a small list of optimized keywords and a number of varied ads as you are establishing your campaign. Find out which of them work best and try to improve the others. It's really crucial that you choose the right keywords for a targeted audience to get the best out of your advertising budget.

Just because you can bid enough for a top spot doesn't mean that you must. The top spots may not be that effective compared to the lower positions in the same page because of compulsive clickers who click without realizing that the site doesn't contain what they were searching for.

Some PPC engines share the top 3 listings with their partners so you'll gain exposure when you bid for these top spots. However, don't bid over the budget, as gaining these spots will cost you. So that you don't have to pay more than you need to, try modifying your keywords if the keywords for these top spots are too costly.

4. Test and Monitor your Results. Try different keywords and phrases to see what your potential clients are searching for. Your PPC advertising program will track the click-through rate for each PPC ad so you can determine and remove ads that aren't converting into cash. Try making use of unique tracking URLs for every ad to find how many clients have clicked through your site from your ad. Through this, you can calculate which ads and keywords converted the most clicks into cash. If at all possible, constantly examine your campaign daily so as to not to waste money on underperforming adverts and to bid more on high performing adverts.

If you manage your PPC internet advertising campaign well, you could effectively drive the much needed targeted traffic to your site. You should also understand that PPC search advertising takes a lot of effort and time to get the results that you want. That's the reality of it all.

The Truth Of PPC Advertising

By: Peter Dulay

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