5 Simple Tips to Make the Most of Your PPC Budget
More and more attention is being paid to online marketing and there’s lots of reasons why.
First, approximately three-quarters of American homes are wired for internet. Next, online marketing is able to segment audiences in a way that makes campaigns truly targeted to reach the right demo- and psychographics in a way that other media just can’t match. And let’s not forget about analytics: running an online campaign can provide near real-time results so that you can determine what’s working, what’s not, and adjust your plan to get the best ROI.
But how do you know you’ve set up your PPC campaign to get the most bang for your buck? Here are five tips that should help:
- Vigilant Keyword-level Optimization. Your PPC campaign is not a set-it-up-and-go procedure. You want to continually build upon strong performing keywords while weeding out those that don’t produce the desired results. That means you need to pay attention, review, revise – all the time. It’s this kind of ongoing dedication that will make the biggest difference in your success.
- Time Zone Adjustments. Make sure that you adjust your day-part campaigns based on the proper time zone. Your office may be on Eastern time, but if you’re marketing to (and/or competing against) someone on Pacific time, you need to make sure you’re visible during peak search times. Otherwise, the competition can get a jump on business you’d otherwise win.
- Ad Groups. You’re going to want to develop multiple ad groups with very succinct keyword lists and related ads to ensure a strong ad rating and click-through rate.
- Negative Keywords. Make sure you create a concise negative keyword campaign, so your ad doesn’t display for unrelated searches. For example: Allegra Network, which specializes in print and imaging services, could potentially display when someone performs a search for Allegra allergy medicine. But use of the negative keyword “medication” would eliminate the problem.
- Analytics! It’s difficult to overemphasize the importance of tracking when it comes to your PPC campaign. You need to track all of your progress, paying attention to clicks and impressions, click-through rate, cost per click, market share, and lead conversions, then evaluate and build upon your overall return on investment. Be vigilant. Pay attention. Revise your plan for superior results.
Talk to your SEM provider and make sure you’re doing everything you can to get the most out of your budget.