1. Set a advertising budget
It is essential to decide on a budget as soon as you start a campaign. Make sure the budget is high enough to attract clicks but not so high that the advertising network will vacuum out your bank account. You could be set to make a fortune using the system but you also need to be cautious and consider “what if” it doesn’t work for you. If you have a website that does not produce sales or leads for your business think carefully before buying any form of traffic.
2. Test and measure
This is essential with advertising and even more so when using pay per click networks. With PPC networks it is much easier to measure everything from clicks to conversions (leads, sales, enquiries etc). Ideally you want to be in a situation where you know everything is working well so you can scale up your campaign and improve throughput.
3. Know your target market
You must know your ideal customer intently in order to attract new business. How are they looking for your product or service, what are their challenges, what keeps them awake at night? The more you know about your target audience the better positioned you are to offer them your product or service. This is more important on the Internet because of the sheer volume and complex demography of people searching.
4. Know your competition
Who are your competitors? How do they sell to your target audience? What do you do differently or better than them? How much are they charging? Do they use PPC, what are their offers, service standards or product quality? These are just a few, consider this carefully.
5. Relevance – Good for the Search engines. Good for you!
If you are advertising blue widgets, it makes sense to send your visitors to the blue widget page. You are more likely to make a sale if you are answering their query. Do this on the actual page where your prospect lands. Your page must be relevant to the search term the prospect has keyed in. If you expect the prospect to search your website for what they are looking for then you will be disappointed. Some networks rank your pages by the relevancy to the search term. You could end up paying for visitors who are not even prospects.
6. Keywords are important
Keywords are the currency of the Internet. If you can get into the mind of your prospect and anticipate what they are going to key in to find your product, half the battle is won. Don’t try to put too many keywords into your campaign, remember it is all about relevancy.
7. Make your adverts relevant
Try to match your adverts to your keywords. Putting all of your keywords with a single advert dilutes the relevancy. If your keywords are blue widgets make sure your advert also relates to blue widgets.
8. The 80/20 Rule
In PPC you will find this rule is applicable and relevant. 20% of your keywords will produce 80% of your results. Focus on the keywords that generate the most traffic and clicks.
9. Optimise your campaign for success
Ensure that your keywords are used within the webpage that the advert directs the prospect to. Ensure your keywords are used throughout the pages and within the page title and meta tags. You may like to refer to refer to further information or consult a professional.
10. Seek specialist help
Pay per click has a very steep learning curve. There are many books available if you want to do it yourself. If you want to maximise the return on your investment it is always advisable to seek the advice of someone with a proven track record. Poorly crafted campaigns not only perform “below par” but could end up destroying your cashflow.