Optimize Pay Per Click Advertising to Steadily Improve ROI
Pay Per Click is the right strategy for gaining immediate search visibility for important keywords. It delivers search visibility when your Website content or market competitiveness keep you from top search positions. You can aggressively generate traffic, or economically supplement your Web traffic.
To gain the most for your money, you need to take advantage of the tools that PPC providers such as Google AdWords provide. The tools allow you to optimize your PPC programs for best results.
What steps are your search marketers taking to improve your Return On Investment? Are they split testing ads? Changing click bids? Testing Landing Pages? Are they using the tools provided by Google AdWords and Yahoo Search Marketing to optimize the ROI of the program?
Today, management of a Pay Per Click (PPC) program goes far beyond setting click bids. You need to optimize your PPC for ROI. By using the optimization and measurement tools available, you can significantly improve your PPC results.
Google AdWords and Yahoo Search Marketing (YSM) no longer order ads based exclusively on who bids the highest for an ad position. Ad positions are determined by ads with the best Click Thru Rate (CTR) and maximum bids - resulting in the highest revenue for Google or Yahoo. They set their algorithms to give higher ad positions to ads that generate more revenue because they are clicked more often. The better the ad, the higher the placement. So by optimizing your CTR, you improve your ROI by generating more visitors at a lower cost per click.
What are the conversion rates of your Landing Pages? Are you testing ways to motivate qualified visitors to buy or contact you?
Are you testing keywords and phrases based on performance? Ongoing performance audits tell you which phrases brought in the leads or sales so you can give them priority. You should test similar key phrases. You should identify phrases not performing then eliminate them or lower their bids.
You should optimize your PPC program for the best sales or lead generation. Visitor tracking and measurement tools tell you where a buyer came from, what keywords the buyer searched, and what they did while on your site. You can optimize for maximum sales or leads, lowest Cost Per Lead, as well as build brand awareness.
The Partner or Content Networks that display AdWords or YSM ads can broaden your reach deep into the Web by offering your products / services to targeted sites within the networks. These networks can also cost you significant budget from irrelevant placements or click fraud if not properly managed. Are you carefully monitoring your PPC Content and Partner programs?
Using these advanced PPC strategies effectively generates more bang for your buck.
Continue reading: Automation of Search Marketing Limits Effectiveness.
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