Pay per click or PPC advertising has completely changed how marketing is done on the web today. Marketers are no longer restricted to paying for annoying pop-ups, text links or even banners for a fixed monthly charge to site owners. A good alternative for advertisers is to market their products or services using a large contextual ad service such as Google AdWords.
With such advanced advertising platforms, there come more responsibilities in terms of managing your campaigns. If you are going to succeed, you must be able to use such a system correctly. Although this is a powerful tool, managing the whole process goes beyond depositing money into your PPC account and buying a section of a website to place your advert. Here are some tips to help you optimize your pay-per-click campaigns.
First, browse a number of the websites on which you know your advert has been placed. This way, you will be able to know which adverts are likely to inflate your bill by offering you so many clicks per a thousand views. More so, you will also be able to discover the low quality advertisements and replace them. The most important thing to remember is to be cost effective by constantly evaluating whether to restrict your PPC campaigns to search engines or the regular ad networks.
The second thing is to use the day-parting feature, which helps you determine when your ads should be shown or not. For example, you may notice that at given times of the day, you do not get a lot of serious buyers but you get a lot of clicks. Therefore, you may want to halt your campaigns during such times. In fact, day-parting is one of the greatest features that can help a marketer optimize his or her campaigns.
Another thing you may want to lay emphasis on is setting up a statistics program on the pay-per-click program. This way you will be able to determine how effective your campaigns are. If you notice that they are not as effective as you may want them to be, you may want to tweak them a little bit or change the whole set up altogether. You must always evaluate and tweak your advertisements until you get the ideal advert that is capable of pulling visitors (potential buyers).
Also be sure to determine the number of clicks you can expect to pay for per sale. By doing this, you will be able to know the optimal cost of each click. One of the best tools you can use to determine this is the Google Keyword tool, which can help you gather a list of additional related keywords. In fact, it has been proven that the smaller the list, the more targeted the campaign can be.
Finally, do not forget to assign each campaign a specific cluster and remove all advertisements that are not cost effective. Recent studies have shown that many keywords may pull incredible searches, but they will end up reducing your clickthrough rate in the long run.