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Without doubt, the most important thing in PPC Advertising, the thing that all PPC Managers and PPC Management Teams are striving for, is pay per click campaign optimization.
The object of the pay per click advertising game is to create the most successful pay per click campaign possible so that business thrives and the people visiting the website in question are targeted to perfection.
If you cannot optimize your pay per click advertising campaign, your online advertising will forever continue to be the thorn in your side, your Achilles heel, your terrible downfall.
This is why it is important to lap up all the pay per click optimization tips available to you as and when on offer like a well-looked-after cat, lapping up a dish of creamy milk before bedtime.
The following list contains six of the best pay per click optimization tips you are ever likely to come across and six of the easiest pay per click optimization tips to implement without the help of a trained pay per click management professional.
Take heed and benefit from successful pay per click campaign optimization without further delay, regardless of the pay per click management experience you do or do not have, by asking yourself the following six questions...
1. What is the objective of your pay per click advertising campaign?
If you don't really know what you are aiming for from your pay per click advertising campaign, there is no way you will ever be able to optimize your claim successfully.
For example, is the purpose of your pay per click advertising campaign to increase brand awareness and get people to visit your site on a regular basis? Or perhaps the purpose of your campaign is to sell 50% more of your stock every month?<
What you do to your pay per click campaign will be directly related to the goal of that campaign. The optimization choices that you make will have been devised thanks to the end product that you are hoping to achieve.
So... do you know what the purpose of your pay per click advertising campaign is?
2. Which keywords do you really NOT need?
What kind of person are you? Are you the kind of person who holds on to nothing and who throws out their sock collection every spring so that you have room to buy a new set that fit in better with the current trends? Or are you the kind of person who throws nothing away and who still has their favorite pair of jeans from when they were 15 years old even though they cannot fit into them anymore?
Whether you are a hoarder in your personal life or not, you mustn't be a hoarder of keywords when it comes to pay per click advertising optimization. If you want to be successful with your pay per click optimization, you need to learn to throw out those keywords that are just not working for you.
You need to learn to be cut-throat when it comes to weak or expensive keywords that are simply not bringing in the kind of conversion numbers that you need from your pay per click advertising campaign.
Get to work and clean out your pay per click keyword closet today.
3. How many variations of advertisement text have you tested?
Do you have a favorite restaurant that you got to on a regular basis? Do you order the same dish every time or do you mix it up a little and test out other dishes on the menu when you get the chance?
If you test out different variations of the same advertisement text, you just might find a better converting version of the same advertisement text than the one you already have in place.
Change in pay per click advertising is good. Testing and controlled variations is the key to effective pay per click advertising optimization. So, get creative and development more than one variation of advertisement text for each pay per click advertisement you have running and test them out until you find the one that truly works best for you.
4. Is your Display Network Campaign separate and different to your Search Network Campaign?
Quite simply, the Display Network is entirely different in structure and focus to the Search Network. Therefore, if you are running your Display Network Campaign in exactly the same way as your Search Network Campaign, you are asking for pay per click optimization failure.
Separate them immediately.
5. Are your landing pages easy to use and directly related to their respective PPC advertisements?
The most important optimization tip to remember when working on your landing pages is to make sure that they clearly match and complement the pay per click advertisements that they are each linked to.
For example, if you are the proud owner of an online mobile telephone company and your pay per click advertisement is a direct sale for a particular make and model of mobile phone with a special discounted price or payment plan, the landing page that your advertisement links to MUST show that product IMMEDIATELY when the potential customer lands on your site.
The internet user must not be expected to scroll or search in any way for this product. They should be able to buy the product within a maximum of three clicks and the instructions for doing so should be very clear and easy to follow.
If your landing pages do not match your advertisements, true pay per click optimization will always be out of your reach and potential customers are going to become so frustrated with your site that they might be put off from revisiting for life!
6. Does your campaign have the potential to grow?
Are you holding your campaign back? Does it have the potential to go somewhere fantastic, but you are too frightened to let it set sale?
If you are a parent, perhaps you will understand this particular pay per click optimization tip on a much deeper level...
It can take a lot to let your children run free when you are worried about whether or not they will manage to stay safe and keep out of trouble. Sometimes, parents don't want to let their children run free so that they can keep protecting them forever, but if clip their wings in order to keep them safe we deny them their true potential and right to live life to the full. As parents we are always around to pick up the pieces when our children need us. As pay per click managers, we can also be there to fix our pay per click campaigns if things go wrong whilst they are trying to grow and be the best they can be.
Moral? Let your duckling sail off on its own and make optimization tweaks to that duckling whenever necessary to ensure that it develops into the pay per click campaign swan that it has the potential to be.
David Chapman, from Webrageous, is a pay per click optimization expert and available for consultation at any time.
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