I am sure that you are well aware of the power of pay per click advertising. But what you may not be aware of is how easy it is to lose money with this form of advertising. Many advertisers lose thousands of dollars by just doing a few mistakes.
One of the most effective forms of pay per click advertising is Google AdWords. It is widely used and is one of the best PPC engines when it is used correctly. Here are some tips to help you be more successful.
Firstly read all the tutorials that are available on Google AdWords. They are very useful and will give you some good points on how to set up and run a successful Google AdWords campaign.
Managing your campaign: it is important to understand how to manage your campaign. Many people lose a lot of money because they simply do not know how to manage their campaigns.
Here are some tips to help you.
Understand keywords: Prepare your campaign by understanding the importance of keywords. Google will help you to create lists of keywords that you can use for your campaign. There are basically 2 types of keywords.
General: these are broad based keywords that will attract a lot of searches and may bring a certain amount of leads to your website but in general will not result in many sales conversions.
Niche: these are highly specialized keywords and phrases that are specific to your product and will not attract so many people but have a higher conversion rate.
There are further classifications of keywords:
Broad match: Google will have the keyword automatically defaulted to this. It will attract any searcher looking for your keyword. Many people will look but few will be actually interested in your product. This is because it is not specific.
Phrase match: you will enter your keyword or phrase with quotation marks e.g. “Golf ball” this will ensure that the search is narrowed down to the exact match. This allows searchers to search for your keyword as an exact match, but they can still search for other things like buy a golf ball or sell a golf ball. This means that non-relevant searches are still possible. You may need only those interested in buying not selling golf balls.
Exact match: with this you will use brackets for your key word or phrase [golf balls] which will narrow the search further. The searcher can only search for the word golf ball with no other words or meanings added or implied..
Negative keyword: This is used to prevent the searcher from using certain words that are irrelevant to your search. A negative sign before a word or phrase (-free) will mean that your ad will not be shown with the word free golf ball. This will stop a lot of irrelevant searches.
When you list your keywords you should do as many as possible and have an understanding of these points.
Be vigilant: I am sure that you are well aware that Pay Per Click advertising can be very cost effective but what you may not be aware of is the fact that if you do not keep a vigilant eye on your PPC advertising campaigns you will lose a lot of money. There are 3 areas you need to be aware of.
Keywords: you should track your keywords on a daily basis to see how they are performing. If they are not performing well you should either, pause them if they are not bringing any sales for at least a couple of weeks, or bid less on them if they are only bringing in a small amount of sales. You bid on a keyword should not cost you more than the actual sales they are bringing in.
Your ads: if you have checked your keywords and still find that your campaign is not performing as well as it should you can check your ad. Google allows you to split test your ads so that you can use the best performing ad.
Your bids: your bid will determine your ad’s position. The higher the bid the better the placement. You do not have to bid for first place every time. Second or third place are just as good and cost less. If your keyword is not doing so well you can lower the bid and save your money. If it is bringing in sales you can make the bid higher to get the keyword in a better position and make more sales.
With these points you will be able to manage your campaign better and be more successful in your pay per click advertising.