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.
Keywords
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.
Ad
Text
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.
Landing
Pages
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.