7 Most Important Things to Consider when Planning on a Pay per Click Campaign

Posted by Bambang Haryanto on December 6, 2009 in Search Marketing · 0 Comment

Business nowadays is doing different kinds of austerity measures when it comes to advertising their products and services. One tool that is causing Internet marketing popularity is PPC advertising. This is a technique used in search engine marketing that requires one to pay a fee every time someone clicks an ad on your website.

PPC advertising enables advertisers to control their advertising campaigns. Advertisers have effectively targeted their audience and set their own price per click. PPC advertising networks provide the platform to identify the desired audience by geographic setting, topic and industry. These networks have a list of websites of the publishers where the ads will be placed.

Below are some important things to consider when planning on a pay per click campaign:
1. Know your product – Take an inventory of the product and/or services that you have to offer (before anything else).
2. Stay within the budget – Determine your daily or monthly budget; and stay with it. This means keeping your budget in mind, avoiding bidding wars if possible.
3. Bid just right - Know how to bid right – a bid that is too high can exhaust all of your money, while a bid that is too low can make you lose that spot.
4. Watch the bottom line - Measure your profit margin against your spending or expenses. Know when to stop and terminate your PPC program – if you spend more on advertising but have little or no sales at all.
5. Find the right keywords – Decide which keyword phrases to opt and bid for. Do some keyword research, either by actually looking at existing search terms or with the use of online keyword suggestion tools, to know which terms are mostly used when searching for items that are related to your business. Focus on specific keywords, not on general ones.
6. Write effective ads – A good PPC ad is that which can persuade and move a searcher. There are several approaches to this:

Discount offers
Testimonials
Celebrity/famous endorsers
Money-back guarantees
Free trials or sample offers
Freebies
Reverse psychology
Major benefits (“Lose weight”)
Direct instructions (“Click here”)

7. Maintain a professional-looking site – Your web content should be regularly updated and checked for spelling and grammatical errors. There should be no broken links or images. The website should be simple – designed in such a way that it will be easy for visitors to navigate and load. Include contact details to create a good impression among potential customers.

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