Sometimes, it seems as if it is impossible to get your website found by people who use search engines. This is particularly true for sales pages. However, you could engage in pay per click campaigns, which could just make all the difference. Unfortunately, this is quite a complex area of the internet. As a result, it is always best to enlist the services of a professional PPC management company to help you out.
If you really don’t have the budget for this, however, there are a few things you can do. PPC is all about seeing a return on investment. If you don’t earn the money you have put in to it back, then you may as well forget it. So, if you were to start small but do it properly, you may just see a sufficient increase in profits to hire a management company who, in turn, will help you to build even bigger profits.
How to Set Up a Campaign
- Use multiple keyword generators to get a really big list together and take out any keywords that are unrelated to your product, service or sales.
- Create themed groups for your keywords. These themed groups will be known as ‘ad groups’, which is what Google calls them. This is important because it helps you lower your costs and improve your quality scores. It is better to have lots of groups with a few keywords than a few groups with lots of keywords.
- Have two ads minimum per group with a single difference (either in ad text or headline) and make sure your keyword is in the headline. In so doing, you can do some split testing to see which one works best, which is important for future campaigns.
- Use dynamic keyword insertion when you want to enter a target URL. This is something that a web developer can help you with if you’re really struggling.
- Make sure you sign up for conversion tracking, which means that you know how much money you have actually earned from each click.
Managing Your Campaign
- Start with ‘advanced match’ keywords to see which ones are the most profitable for you.
- Develop a list of negative keywords, which means that you don’t want your ad to be shown if certain phrases are used.
- Know what your cost per click is so that you manage to get into the third to fifth position of the sponsored ads.
- Have an even spread of ads so you can do more split testing. Make sure you have sufficient data available before you draw any conclusions, however. Once you’ve done that, you can change a single variable and then test again.
- Pause certain keywords that don’t seem to get any clicks, as they will bring your ranking down.
- Research, research, research.
Some people simply take to PPC, others have to work at it. Either way, it isn’t rocket science and you should be able to learn it. If you don’t have time for that, then call in a specialist team to do it for you.