It is important that you know what you’re doing when it comes to running a Pay Per Click (PPC) campaign. There are a lot of variables that come into play when you set up an Adwords campaign, it is not a couple clicks and watch the traffic flow, far from it. You need to take some time, do some testing and repeat until you’ve got your campaigns dialed in.
Of course, if you have the budget, you can hire a firm to manage your campaigns for you. There are many places that will do this for you. They can set up all your campaigns, write the ads, adjust your daily budget, find the keywords, etc. It’s not cheap, but if you have more money than time it just may be a good option for you.
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The most important element of any Adword campaign is picking the right keywords. When you start using PPC, you will no doubt realize that some keywords will cost you a lot more per click than others. In order to save yourself a significant amount of money, but still get solid click through rates (CTR’s) you will need to find those keywords that ‘fly under the radar. They will still get a decent amount of searches but they aren’t as competitive.
These would be ‘long tailed keywords’, which are actually keyword phrases. The one or two word keywords are almost always way too competitive for the average internet marketer. Most smaller online marketers simply don’t have the budget to be able to compete on these keywords.
Another thing you will need to keep in mind is that all the major search engines, particularly Google, love to change things up. They really aren’t that concerned with the smaller online advertisers or the affiliate marketers. They cater more to the people who do the searching as well as the big boys – the advertisers who spend millions. For that very reason, it is tough for the little guy to keep up with the constantly changing rules which can make managing any Adwords campaign a real challenge.
If you want to lower your pay per click cost on a certain keyword, provide a quality ad. One of the ways Google decides how much everyone will spend on a certain keyword is by their quality score. How they measure that is not revealed to us, but there’s one thing we know for sure – they do take into account your click through rate. The more people who click on your ad, the better your score will be and the lower your bid price will be.
The way Google looks at it is like this : if a lot of people are clicking on your ad, it must be very relevant to the keyword you have targeted. That’s what they want so their searchers are kept happy. If you provide that relevance they will reward you by giving you a better quality score which can translate directly into lower bid prices for that keyword.
Google can be a little like the land of OZ, strange and mysterious; you never know what’s waiting around the next corner. These tips will prove helpful as you manage your next Google Adword campaign.