10 Ways to Improve Pay per Click (PPC) Results

Achieving good Pay per Click or PPC results requires more than setting you PPC campaign to autopilot. Competition, click fraud, bid management and other issues require an active management system for best results. Here are a few things you can implement to increase the effectiveness of your pay per click or PPC campaign.

1. SEO Your PPC Landing Pages: Google will look at landing page text to determine relevancy. This allows Google to determin your final ad position and click price. Basic SEO techniques on your landing pages will save money and improve ad positions.
2. Turn Off Auto Matching: Google doesn’t think PPC marketers are good enough at picking keywords. if you use auto matching, Google will automatically show your ads for queries they think relate to words you already have bid on.
3. Test Ad Copy: Simple A/B testing of your ads is really easy.
4. Test Landing Pages: Test which landing pages result in better conversion rates. Accomplish this by creating an identical ad and linking to a different landing page.
5. Build Focused Landing Pages: Landing pages must feature the same keywords you bid on in Title tags, header tags and page copy. In addition, always feature several strong calls to action.
6. Use Negative Keywords: Not bidding on keywords can be as important as bidding on them. Use Google’s ad preview tool to help determine whether your ads are showing up for irrelevant queries.
7. Track Secondary Conversions: Sales conversions should be tracked but what about that other 97% percent of visitors that don’t buy on the first visit? The next best thing to a purchase is an opt-in because a certain percentage of your opt-in list will eventually buy. Consider tracking email or RSS signups.
8. No Bidding Wars: Focus on ROI. The number one spot doesn’t always convert best. In fact, some think spots #2, and #3 outperform #1, since #1 tends to get clicked automatically.
9. Use Phrase Match & Exact Match: I’m find it difficult to achieve good results using broad match keywords. Instead of a shotgun approach, use phrase match or exact match to focus in on specific phrases.
10. Make Big Promises and Overdeliver: Your landing pages need to over deliver on the promise of your ads. Your product pages need to fulfill the excitement created by your landing pages. If you want a winning marketing formula, always exceed expectations and provide great service.