Everyone and his dog can claim to get you great pay per click campaign results and maximum ROI, but can they back it up? In short- no. Why's that you ask? Answer; Many companies will not do the research it takes to drive a truly successful ppc campaign and many of the companies that do the research may not be monitoring and managing your ppc ads effectively!!
Here's a few tips for what's involved in doing the research BEFORE you launch a pay per click advertising campaign:
* Do the research first!! If you are guessing at what keywords to use then this is bad! Why? Because there may be hundreds of keywords that you are missing and you may be using only the most expensive keywords which are driving up costs (cost per click). We treat preparation for pay per click as we would for search engine optimization. This involves doing an in-depth keyword analysis using software tools such as WordTracker, Yahoo Keyword Selector Tool, Web Positon Gold and/or many others. These software tools are invaluable to ppc keyword analysis and generation!! They will give you a list of the most popular and searched for keywords on most of the major search engines!
* Do more research!! After you've generated you wonderful list of popular search terms (keywords) for your new pay per click advertising campaign, it's time to do a little more work! If you want to save some money on your cost per click (same as pay per click) then you should run a competitive analysis. This is a great way (and crucial) to narrow down your extensive keywords list to niche, money making keywords! So what's involved with this analysis you ask?
Here's an example: Type in the keyword "website promotion" into Google and hit search. Now look on the right hand side and you will see that it says something like "Results 1 - 10 of about 228,000,000 for website promotion". Well the 228,000,000 is the number of web pages that are relevant to the keyword "website promotion" - that's allot of competition!!! That's a bad sign, because the higher the competition, usually means the higher you cost per click (ppc) is! This is where you begin to narrow things down and find a more targeted "niche" keyword. Now try typing in the keyword "web site traffic promotion" and see what comes up. You should see something considerably less like "Results 1 - 10 of about 69,400,000 for web site traffic promotion". It's still high, but much less than before and once you launch your pay per click campaign, your cost per click should be much lower as well.
* Using Your Niche Keywords!! Now that you've learned how to find great niche keywords for your pay per click ads, it's time to put them to good use! If you've signed up with a good ppc management company (such as www.serversidedesign.com) then you will be able to add up to 100 keywords per ad. Yes, that is allot! But here's the secret- a little adds up to allot of $$$ and clicks for you! Start one ad campaign (one ad) by associating 50-100 niche keywords to the ad and set them to "exact matching" (Google Adwords only has the matching options). It is important that you set it to exact (or at least phrase) matching or else your niche keyword phrases will no longer be niche. I'll explain the matching options next. If you've created a strong niche keyword list using the above tips (first two bullet points) then you will see great results! Exact matching and niche keywords can be slower to get instant results, impressions and click-throughs but the power is in the numbers. If you have 50-100 niche keywords then you will get as many click-throughs as you would have IF you had used broad matching on non-niche, general keywords. BUT YOU WILL SAVE A TON OF MONEY THIS WAY!! And not only will you cost per click be much lower for niche keywords but you will get more targeted results and a better audience landing on your website. And what does that mean?? It means that your amount of conversions will increase and your ROI will get better! Isn't that the ultimate goal- save money and get higher conversions??
* Watch your matching options (Google Adwords Only)! Many PPC Advertising and Management companies will get lazy and not tweak the matching options in Google.
If you want to save money, hit a more targeted market and you plan on using many keywords per ad then "exact matching" is your best bet. Exact matching means that ALL of the keywords must be present when a person types a keyword phrase into a search engine and they must fall in that exact order.
If money is NO object and you are limited by the number of keywords that you can associate with one ad (most companies severely limit this, but our company is extremely generous) then broad matching is the way to go. Broad matching means that part or all of the keyword phrase may be present and in any order. This is extremely flexible but can deplete your budget quickly.
If you've found some great keyword phrases that are niche and best suited for exact matching but your results are not great, then you should try and experiment with "phrase matching". With phrase matching all of the keywords must show up in a search but can come in ANY order.
This should be enough information to give you a great and profitable start on you pay per click campaigns. But if this is too overwhelming then you should consider hirring a professional and qualified company such as ours to do all the work for you! We will be happy to create a successful pay per click advertising campaign for your company. If your 're interested then please fill out the short form below.
Here's a few tips for what's involved in doing the research BEFORE you launch a pay per click advertising campaign:
* Do the research first!! If you are guessing at what keywords to use then this is bad! Why? Because there may be hundreds of keywords that you are missing and you may be using only the most expensive keywords which are driving up costs (cost per click). We treat preparation for pay per click as we would for search engine optimization. This involves doing an in-depth keyword analysis using software tools such as WordTracker, Yahoo Keyword Selector Tool, Web Positon Gold and/or many others. These software tools are invaluable to ppc keyword analysis and generation!! They will give you a list of the most popular and searched for keywords on most of the major search engines!
* Do more research!! After you've generated you wonderful list of popular search terms (keywords) for your new pay per click advertising campaign, it's time to do a little more work! If you want to save some money on your cost per click (same as pay per click) then you should run a competitive analysis. This is a great way (and crucial) to narrow down your extensive keywords list to niche, money making keywords! So what's involved with this analysis you ask?
Here's an example: Type in the keyword "website promotion" into Google and hit search. Now look on the right hand side and you will see that it says something like "Results 1 - 10 of about 228,000,000 for website promotion". Well the 228,000,000 is the number of web pages that are relevant to the keyword "website promotion" - that's allot of competition!!! That's a bad sign, because the higher the competition, usually means the higher you cost per click (ppc) is! This is where you begin to narrow things down and find a more targeted "niche" keyword. Now try typing in the keyword "web site traffic promotion" and see what comes up. You should see something considerably less like "Results 1 - 10 of about 69,400,000 for web site traffic promotion". It's still high, but much less than before and once you launch your pay per click campaign, your cost per click should be much lower as well.
* Using Your Niche Keywords!! Now that you've learned how to find great niche keywords for your pay per click ads, it's time to put them to good use! If you've signed up with a good ppc management company (such as www.serversidedesign.com) then you will be able to add up to 100 keywords per ad. Yes, that is allot! But here's the secret- a little adds up to allot of $$$ and clicks for you! Start one ad campaign (one ad) by associating 50-100 niche keywords to the ad and set them to "exact matching" (Google Adwords only has the matching options). It is important that you set it to exact (or at least phrase) matching or else your niche keyword phrases will no longer be niche. I'll explain the matching options next. If you've created a strong niche keyword list using the above tips (first two bullet points) then you will see great results! Exact matching and niche keywords can be slower to get instant results, impressions and click-throughs but the power is in the numbers. If you have 50-100 niche keywords then you will get as many click-throughs as you would have IF you had used broad matching on non-niche, general keywords. BUT YOU WILL SAVE A TON OF MONEY THIS WAY!! And not only will you cost per click be much lower for niche keywords but you will get more targeted results and a better audience landing on your website. And what does that mean?? It means that your amount of conversions will increase and your ROI will get better! Isn't that the ultimate goal- save money and get higher conversions??
* Watch your matching options (Google Adwords Only)! Many PPC Advertising and Management companies will get lazy and not tweak the matching options in Google.
If you want to save money, hit a more targeted market and you plan on using many keywords per ad then "exact matching" is your best bet. Exact matching means that ALL of the keywords must be present when a person types a keyword phrase into a search engine and they must fall in that exact order.
If money is NO object and you are limited by the number of keywords that you can associate with one ad (most companies severely limit this, but our company is extremely generous) then broad matching is the way to go. Broad matching means that part or all of the keyword phrase may be present and in any order. This is extremely flexible but can deplete your budget quickly.
If you've found some great keyword phrases that are niche and best suited for exact matching but your results are not great, then you should try and experiment with "phrase matching". With phrase matching all of the keywords must show up in a search but can come in ANY order.
This should be enough information to give you a great and profitable start on you pay per click campaigns. But if this is too overwhelming then you should consider hirring a professional and qualified company such as ours to do all the work for you! We will be happy to create a successful pay per click advertising campaign for your company. If your 're interested then please fill out the short form below.
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