{"id":3164,"date":"2013-03-04T08:29:46","date_gmt":"2013-03-04T08:29:46","guid":{"rendered":"http:\/\/www.webseoanalytics.com\/blog\/?p=3164"},"modified":"2013-03-04T08:29:46","modified_gmt":"2013-03-04T08:29:46","slug":"hints-and-tips-for-a-successful-ppc-campaign","status":"publish","type":"post","link":"http:\/\/www.webseoanalytics.com\/blog\/hints-and-tips-for-a-successful-ppc-campaign\/","title":{"rendered":"Hints and tips for a successful PPC campaign"},"content":{"rendered":"

Rob Henry is the Director at Online Presence<\/a>. Digital marketing agency, specializing in search engine optimization, pay per click and social media marketing. Follow Rob on Google +<\/a>.<\/p>\n

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You don’t have to be an online marketing <\/a>genius to know the basics of PPC – the name itself, ‘Pay Per Click’, sums up the concept fairly effectively.<\/p>\n

But probe a little deeper into the process, and there are nuances that are worth considering if you want to take your PPC campaign to the next level – here are just a few of the elements that go into crafting a successful campaign.<\/p>\n

Bid Optimisation<\/h2>\n

Just because you’re paying for each click, it doesn’t mean that all ads – and all clicks, for that matter – should cost the same.<\/p>\n

Don’t confuse ‘optimising’ your ad spend with cost-cutting; Pay per click marketing<\/a> is a process driven by expenditure, and it could be that the optimal move in terms of raising ROI is to bid more money on a more competitive keyword.<\/p>\n

Equally, it could be that the maximum ROI is achieved by cutting your total bids and focusing on niche terms with low levels of competition.<\/p>\n

The secret is to know which approach works in your industry – and if you’re not sure, to allocate some budget to testing the different options and finding out which is best.<\/p>\n

Ad Text Optimisation<\/h2>\n

PPC ads might not be as prone to the vagaries of SEO as ordinary page text is, but they can be optimised in other ways.<\/p>\n

You only have a very limited character count, so make sure every word is working for you – grabbing the reader’s attention, portraying your product or service in a positive light, and urging them to act on any purchase intention they may be feeling.<\/p>\n

In a very small space, you have to make your pitch and seal the deal, so eliminate any wasted words and make sure yours is the ad they act upon.<\/p>\n

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Landing Page Optimisation<\/h2>\n

Remember, once somebody clicks on your ad, you have to pay the relevant bid amount whether or not they then make a purchase – so make sure you’re not missing out on potential revenue once they arrive at your site.<\/p>\n

Dedicated landing pages are a good way to deliver relevant sales content to your new arrival, rather than simply sending them to your homepage along with all of your organic search traffic.<\/p>\n

Optimise your landing pages like you would any other content – there’s no reason why they shouldn’t show up in organic search results too – but definitely make sure you’re doing everything you can to make a sale, with persuasive copy and a clear call to action that makes it as easy as possible for your prospect to convert into being a paying customer.<\/p>\n

Test, Test, Test<\/h2>\n

Finally, recognise that the PPC landscape, like the search landscape as a whole, is ever-changing. A keyword that is competitive today might not be tomorrow, and vice versa.<\/p>\n

Don’t find yourself, in a year’s time, driving PPC traffic to a page whose text was only ever going to be relevant for six months.<\/p>\n

Keep running tests, comparing ad copy and landing pages, and tweaking your bids to maximise ROI, and you can keep your PPC campaign profitable indefinitely.<\/p>\n","protected":false},"excerpt":{"rendered":"

Rob Henry is the Director at Online Presence. Digital marketing agency, specializing in search engine optimization, pay per click and social media marketing. Follow Rob on Google +.     You don’t have to be an online marketing genius to … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":3166,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[5,8,10],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/posts\/3164"}],"collection":[{"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/comments?post=3164"}],"version-history":[{"count":11,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/posts\/3164\/revisions"}],"predecessor-version":[{"id":3178,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/posts\/3164\/revisions\/3178"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/media\/3166"}],"wp:attachment":[{"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/media?parent=3164"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/categories?post=3164"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.webseoanalytics.com\/blog\/wp-json\/wp\/v2\/tags?post=3164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}