My Pay Per Click Management Secrets Exposed !
Pay per click advertising (Google ads) must have caused more elation and sleepless nights than anything else on the web. The ‘blues’ are as the result of failing to organise a proper pay per click management strategy.
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Market research,organising a list of relevant keywords, writing the ads and getting them uploaded to the web requires a lot of effort. It’s at this stage that, without any ppc strategy, that a lot of expensive mistakes are made – often very expensive.
While your ads should now be appearing on Google’s pages are they in the right position and are you overpaying every time they are clicked on ?
I want to point out that the following pay per click strategy is my own and I follow it every day. I worked this system out after much trail and error and it makes me money, not that I can guarantee, of course, that it will do the same for you.
To begin with I would have around 150 ad groups in my ppc campaign, there would be one keyword in every group in the three formats available. With two ads, you monitor the ‘click through rate’ of them both so that you can replace the poorest performing one. The headline of the ad should always be your keyword phrase unless it is more than 25 characters long and in that case you will have written a ‘standby’ headline for this very situation. Keywords, as I mentioned, can be used in three formats, phrase – “keyword”, exact – [keyword] and broad, which has nothing around it.
For my initial bid I enter two per cent of whatever I make on a sale – what am I talking about ? If we assume that a sale gives me a $30 profit then 2% of $30 is 60 cents so that would be my initial bid.-Were I to make $30 a sale then I would open my bidding at 60 cents – two per cent of thirty dollars.
In your Adwords account click on ‘edit campaign settings’. At the bottom of this page you have the option to chose the countries where you want your ad to appear. Switch off the ‘content’ option, put the ads on ‘rotate’ and put in your daily budget. Remember, you need to sleep at night, so set your budget at something you can easily afford.
For ads to appear ‘above the fold’ they need to be in positions 1 to 5 usually, but I advise you not to aim for the top two spots, you will pay less and still get plenty of clicks in 3rd, 4th and 5th place. My method for achieving positions 3 to 5 and paying as little as possible for clicks will be detailed in a future article.
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