You don’t need to be the Michael Jordan of PPC campaigns in order to get the most from them. You just need to make sure that you have an end goal and steps in place that will help you in reaching that goal.
Define the Goal
Exactly what are you wanting your PPC campaign to accomplish? Before you can begin to get the most from your campaign, you need to determine what you want to get from it. Your end goal will determine how you are going to use the following techniques in order to optimize your PPC campaign.
Don’t be afraid to get down and dirty with the keywords. You have neither the time nor the money to waste on those keywords that are not performing well.
Remember that when it comes to keywords, quality is incredibly more important than quantity. Try to find the sweet spot in your campaign. This is where you will be spending less per click while earning the most, all while getting good traffic.
There are a few programs out there that will allow for you to find the keywords that are both relevant to your campaign and searched for frequently. These programs can be invaluable when used correctly. Using the right keywords can result in your ads being more effective.
You don’t need to reinvent your complete ad text, just add some variations to it. When you are optimizing the text in your ad, use the same guidelines that you did for the keywords. Remember that each and every ad group needs to always have 2 or 3 variations of the ad text.
You will probably want to have a few trial runs in order to determine which ads are working best and which ones are wasting your time and advertising money.
You don't want to forget about your landing page either. When someone clicks on your PPC ad, which page will they be taken to? This page is called the landing page. It should be SEO optimized for the search engines to be able to find it and it needs to be directly related to the ad campaigns you have going for PPC.
Bottom line: when it comes to PPC campaigns, optimization can make you or break you. Neglect optimization and you could be harming your business.