PPC advertising has been around for a long time. While it should be a part of everyone’s SEO campaign, many people find themselves losing out on the benefits that it offers. Your PPC campaign should not be the “black hole” of your advertising strategy. In fact, out of all the ways to promote your site, PPC advertising is the most easily measured.
With all that, a lot of people still fail. Have you safe guarded yourself?
Have a defined market. If your target market is too broad, you could find yourself spending more while not seeing the click-through responses you’d expect to see. Cut off the fat and refine your market even further. Especially if you’re on a budget, work on improving click-through rates before expanding your market base. Don’t bite more than you can chew.
Test your PPC ads. You should be testing the response you get in a couple of ways. First, test the ad content. Send out one control ad and one variation of that control ad. Measure the responses to see which performs better. Second, test the market place that your ads are being run. Different people respond to different ads. Do your ads necessarily target your potential audience? You’ll find out by running this second test.
Monitor your PPC ad campaign. Since you’re spending money, you’ll have to know if you money is being well spent. Review impressions, click-through rates and revenue generated from sales to see if you’re in the right market and have great content. Failure to monitor could have serious financial repercussions or worse, make PPC seem like the “money pit” of campaigns.
Give your PPC ad campaign enough time to work. Like any advertising, it takes time to “seed” your ad in the market place. Check with your industry or review your competitor’s activities to see what they’re doing. If there’s seemingly no information, consider what’s acceptable to you and what you can live with. Keep in mind that three days may be too short, but three months is too long.
be prepared to revise your strategy. Your PPC strategy should not be written in stone. It should be updated to reflect changes in your site and respond to changes within the marketplace in a long term situation. In a short term situation, if you find that your ad campaign is just not working, don’t be afraid to change it. advertising is a constant process of refinement.
Save yourself some grief and eliminate failure in your PPC campaign by following these few simple guidelines. You’ll soon find that you’re on your way to seeing successful results!
Photo credit: Glen Gabe
Posted: Nov 7th
PPC advertising has been around for a long time. While it should be a part of everyone’s SEO campaign, many people find themselves losing out on the benefits that it offers. Your PPC campaign should not be the “black hole” of your advertising strategy. In fact, out of all the ways to promote your site, PPC advertising is the most easily measured.
With all that, a lot of people still fail. Have you safe guarded yourself?
Have a defined market. If your target market is too broad, you could find yourself spending more while not seeing the click-through responses you’d expect to see. Cut off the fat and refine your market even further. Especially if you’re on a budget, work on improving click-through rates before expanding your market base. Don’t bite more than you can chew.
Test your PPC ads. You should be testing the response you get in a couple of ways. First, test the ad content. Send out one control ad and one variation of that control ad. Measure the responses to see which performs better. Second, test the market place that your ads are being run. Different people respond to different ads. Do your ads necessarily target your potential audience? You’ll find out by running this second test.
Monitor your PPC ad campaign. Since you’re spending money, you’ll have to know if you money is being well spent. Review impressions, click-through rates and revenue generated from sales to see if you’re in the right market and have great content. Failure to monitor could have serious financial repercussions or worse, make PPC seem like the “money pit” of campaigns.
Give your PPC ad campaign enough time to work. Like any advertising, it takes time to “seed” your ad in the market place. Check with your industry or review your competitor’s activities to see what they’re doing. If there’s seemingly no information, consider what’s acceptable to you and what you can live with. Keep in mind that three days may be too short, but three months is too long.
be prepared to revise your strategy. Your PPC strategy should not be written in stone. It should be updated to reflect changes in your site and respond to changes within the marketplace in a long term situation. In a short term situation, if you find that your ad campaign is just not working, don’t be afraid to change it. advertising is a constant process of refinement.
Save yourself some grief and eliminate failure in your PPC campaign by following these few simple guidelines. You’ll soon find that you’re on your way to seeing successful results!
Photo credit: Glen Gabe
Posted: Nov 7th
Tony's got another article up at Search Engine Watch.
One of the key components of Zen buddhism is the discipline to meditate regularly in order to achieve spiritual enlightenment. Discipline is also the key to achieving paid search enlightenment – or as I like to call it, success.
I have to give a tip of the hat to my colleague brandy Eddings, who suggested I write a column about why throwing your money into the proverbial search engine toilet is probably not a good idea. She came to that conclusion after dealing with one too many new paid search clients who let their campaigns go without any maintenance.
Read More>>>
Posted: Jul 2nd
Tony’s got another article up at Search Engine Watch.
One of the key components of Zen buddhism is the discipline to meditate regularly in order to achieve spiritual enlightenment. Discipline is also the key to achieving paid search enlightenment – or as I like to call it, success.
I have to give a tip of the hat to my colleague brandy Eddings, who suggested I write a column about why throwing your money into the proverbial search engine toilet is probably not a good idea. She came to that conclusion after dealing with one too many new paid search clients who let their campaigns go without any maintenance.
Read More>>>
Posted: Jul 2nd
Or better yet, what makes a PPC specialist highly effective? Tony Wright answers that question with 5 things to look for when hiring a PPC pro for your agency or for your in-house marketing/search team. It's an ever-changing field, and Tony 's learned what to look for. He'll tell you who will last and who will become better than most.
Check out Tony's other articles here.
To book Tony to sing opera for your party, or to appear at your ad club function or industry conference to educate you on all things search and interactive PR, contact him here.
Posted: Jun 18th
Or better yet, what makes a PPC specialist highly effective? Tony Wright answers that question with 5 things to look for when hiring a PPC pro for your agency or for your in-house marketing/search team. It’s an ever-changing field, and Tony ’s learned what to look for. He’ll tell you who will last and who will become better than most.
Check out Tony’s other articles here.
To book Tony to sing opera for your party, or to appear at your ad club function or industry conference to educate you on all things search and interactive PR, contact him here.
Posted: Jun 18th
Digital and direct response marketing agency Carat Fusion has selected Click Forensics LLC's technology service to monitor its online pay-per-click campaigns for potential fraud.
Posted: Dec 11th
Digital and direct response marketing agency Carat Fusion has selected Click Forensics LLC’s technology service to monitor its online pay-per-click campaigns for potential fraud.
Posted: Dec 11th
Reportedly, via a WebmasterWorld posts, there has been a significant drop in ad impressions noticed from sources in the Mid atlantic to the Northeast areas of the US. What caused the outage? a huge fire in one of the large data centers that house and power that region of Microsoft adCenter (Windows Live Search ads).
This does not mean your ads and data were lost. It means the distribution part of the service is disrupted. WebmasterWorld's official adCenter representative, adCenter411, claimed the fire was not true. adCenter411 said, "adCenter did not experience a fire in any of their data centers." Confused? Me too.
Posted: Dec 10th
Danny Sullivan showed off his pair and had the audacity to announce the launch of Search Marketing Now (for webcasts) and a new search marketing conference – Search Marketing Expo smack dab in the middle of SES Chicago. Thats N-U-T-S!
Me thinks the industry needs a guy with some salty nuts. Now the next question is…will the speaker lineup of SMX be the same tired clique that has followed Danny around the circuit over the last several years or will Sir Nuts-a-Lot actually give us something new (i.e. a reason to attend)? Danny, make it fresh please.
Posted: Dec 10th
