In this post our guest blogger Marc Pearson lists down the dos and don’ts of effective PPC advertising.

 

What is PPC Marketing?

ppc advertisingPPC Marketing, or pay per click marketing, is an effective method of Internet advertising. This method of advertising is based on the number of times your ad gets clicked on other websites. Advertisers pay a fixed rate for each click. The whole point of this advertising method is to increase traffic to your website.

Basically, you are paying for advertising to get your company to rank at the top of search engines. Ads are shown on websites and search engine searches related to the content of the ad or based on the target market.

Given below are some important dos and don’ts for effective PPC marketing.

Dos

Do Monitor and Edit Regularly

This type of marketing can work 24 hours a day 7 days a week. However, you need to do continued maintenance on your ads. Watch the success of different ads. Monitor which keywords are working and which aren’t. If needed, change the keywords assigned to your ad. You don’t need to spend countless hours on all your working ads, but don’t forget to check analytics often and give them regular maintenance.

Do Rotate Ads

You have the choice of rotating ads or optimizing for clicks. Rotating ads is the best choice. This way you can compare which ads are more successful and adjust accordingly. You may think that optimizing for clicks sounds like the better option, but it is not. Google does not always choose the ad that is best for each search.

Do use Different Match Types

If you are only using exact match for keywords, you may be missing a large majority of your target market. Utilize all match types – phrase, exact match and broad.

Don’ts

Don’t Choose Automatic Keyword Bids

When you set up your keywords you have two options – automatic bidding or manual bidding. If you choose automatic bidding, Google will set the bid for each keyword. Usually, their bids are too high. By choosing manual bidding you are in complete control of your bidding and can make sure you aren’t paying too much.

Don’t Bid for 1st Position                         

If you are familiar with SEO you are set on getting the 1st position. This isn’t necessary for PPC. Being anywhere between the 2nd and 6th position is just fine. Even Google has said that this will make no difference in PPC success. Bids for 1st position are higher than just a few down the line. While both yield the same results, lower positions will save you money.

Don’t be too general with Keywords

The keywords you choose are very important. Make sure they are specific to what you are selling. If words are too general, the conversion rate of getting a sale will be low. Research what is working for your competitors. Don’t bid for a keyword just because it is cheaper. Bid for the specific keywords that will bring relevant traffic to your website.

 

Marc Pearson works with the marketing strategy team at PurePPC and is an avid reader and writer of several blogs and websites. He is creative and imaginative in every aspect of marketing and advertising. He thoroughly enjoys teaching and learning about business marketing, computer technology, web design, and online business management.

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