How To Optimize Pay Per Click

You need to do Pay Per Click Optimization all the time if you want to be really successful with PPC marketing. Ideal would be on a weekly basis. Without optimizing your Pay Per Click campaigns you probably won’t have success! Use my PPC tricks and your your sales will go up.

What is Pay Per Click Advertising?

Pay-Per-Click (PPC) is an publishing method which makes use of search engines, websites and network traffic. A user clicks on an ad which directs them to a particular site. In each instance the click is paid for by the advertiser.
The 3 most famous PPC models are Google Adwords, Microsoft adCenter and Yahoo! Search Marketing.

Keyword Optimization

Relevance of keywords is very important! That means that a keyword is only good if it is relevant not only to the product you are promoting, but also to the actual page that you are promoting.

It is also very effective to promote keywords that include the product that you are promoting. You could use the product or company name.

Also be sure to use singular and plural keywords. This will bring you also more traffic.

Campaign Optimization

You should set your daily budget a bit higher as you would normally because Google is unlikely to reach this limit.

Turn off the Content network because for a majority of products the content does not convert into sales.
The actual text within your ad should contain the exact keywords that are within your ad group. The keywords should all be relevant to your product and ad.
Create also Ad Groups . This is just a way to organize your keywords but it helps a lot. This groups should only have a low amount of keywords in it. I would not take more than 20. This technique will raise your click through ratio . In order to create highly relevant Ad Groups it is important to group your keywords together using the “common” keyword method. Having at least one common word in all your keywords you will be able to use this word in your adcopy (title and description).

Optimization of the Ad Copy
You need to use your common word in the adcopy a lot, but most importantly use it in the title.
Use call to Action Phrases. It informs the searcher that they will have to execute some kind of action within the website that they are about to visit.
Example: “Sign Up to….”, “Join Now…”, “Click Here….”
You should always be running split-tests. To set it up, it takes you only about a minute, it’s free, and a tiny change can boost your CTR.
For example I once replaced the word “amazing” with the word “great” and CTR went up 46%. That’s a huge improvement and all it took was a tiny change. Unless you constantly test, you won’t know what works and what doesn’t.
Eliminate Non-Buyers. Try to add the price in the ad and it will only attract people who are willing to spend money.

Conversion Rate Optimization

The conversion rate optimization is the most significant component of a PPC campaign optimization. You need to figure out what keywords convert very well and which ones convert poorly or don’t convert at all. Then there are a few things that you should do about non-converting keywords: delete them, add negative keywords to your campaign (if people are searching for “free widgets” and you sell widgets, add “free” to the list of negative keywords) and/or lower the bids for these keywords. If your keywords convert very well, this is what you need to do: perform more keyword research and add similar keywords to your campaign, create an ad group for these specific keywords so you can keep a closer eye on them, enlarge the bid value and use these keywords to do Search Engine Optimization (SEO) or PPC using other search engines.

Relevancy Optimization

Ad Writing:
Use the precise keywords within your ad group in both your description and ad title.
Word Count:
Your landing page needs to have a significant amount of relative content listed on it. There should at least be 500 words on your landing page.
Keyword Density:
To get the lowest minimum bid on your keywords you should have a keyword density of around 5%. You should use your keywords in the headlines, all around the content and especially in the title.
Keyword Targeting:
The more targeted your keywords, the lower your CPC and minimum bid price will be. Be sure to use all the keywords within your ad group on the landing page, at bare minimum, the common keyword.

Conclusion

As you can see, it is very important to know about Pay Per Click Optimization . Your success will not be as expected if you don’t do it.

To learn even more about PPC Optimization visit my PPC Optimization Guide or my Google Adwords Guide.

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