As PPC advertising has become much more mainstream in the world of online advertising, it can seem that more and more keywords are becoming saturated. This can be true at times, but there has never been a better time to run an effective Google AdWords campaign. All you need to know is a few tips. Here are four that you won’t want to forget when you start up your next AdWords campaign.
The first thing you should do is carefully consider your keyword strategy. Just because a PPC service offers a relevant keyword generation feature doesn’t mean you have to use it. Be very selective and precise with your keywords, and do your homework. Make sure that your keyword doesn’t have a double meaning or overlap with another industry. The last thing you need is people clicking up your ads who have no intention of buying your product or service.
The second thing you should consider is the position of your bid. Many inexperienced PPC campaign mangers think that it is better to bid for the top spot. However, this is rarely the case. Unless you are the undisputed leader of your industry, this is not a good idea. The top spot is a very wasteful place to be. You will get many clicks that have no chance of resulting in sales. Instead, try to bid for the first page, but not the first spot. Use your text ad to sell yourself, not your positional ranking. A higher ranking will mean more clicks, but a lower conversion rating on the backend.
The next tip you should think about when conducting your AdWords campaign is the necessity of monitoring and testing your keywords. Failing to do so for even a few days can spell disaster for your campaign. Because PPC advertising is an auction-type marketplace, the profitability of your keywords can go form high to low based on the actions of just one of your competitors. Additionally, a keyword that was very profitable the month before can become overly saturated and your margins can disappear without you realizing it. Make sure you keep on top of your campaign by continually monitoring and testing on a weekly or even daily basis.
Last but not least, you should consider placing CPM ads instead of just CPC ads. What does this mean? CMP is a term that means cost per thousand, and it refers to impression based pricing instead of cost per click pricing. So, you can place ads on a cost per impression basis on websites that cater to a demographic that may be interested in your product. If you sell lawn mowers, you may want to advertise on a site that discusses lawn maintenance. Where your ads appear is up to you, but it can be a great way to pick up cheap impressions and, ultimately, clicks.
These simple AdWords management strategies can help you with your PPC campaign management and can ensure that you get the most out of your next PPC advertising campaign.
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