Whether it is the first time or the hundredth time, you should always think about your objectives before setting up a Pay Per Click account or a new PPC campaign.
The most common definition of success for a Pay Per Click campaign is not the number of clicks you would get from PPC but rather the conversions on your site. Remember that a click and a conversion are two completely different things.
Although clicks are very important, there is no point in carrying on doing PPC campaign management if no one is buying from your site, enquiring or signing up for what you are offering.
There are plenty of different search engines on which you can do pay per click but the main big ones are Google, Yahoo and MSN. It is probably better to start with on of those before going into the smaller one as it can take a lot of time to understand how each system work and then properly set up an account. As PPC campaign management can be tricky sometimes, you should always more with care.
One thing you should do as early as possible and even before setting up an account is to research which keywords to bid on.
You need to research all the possible keywords that your customers might be typing in to find your products. These keywords are actually likely to be less expensive per click than the more obvious terms, as fewer companies will be bidding on those words.
Before starting to play with your account you should always learn how it works. It may sound stupid but a lot of people run their accounts without really knowing what they do… So when you see that you can use different matching options, you should find out what they are all about before simply throwing a couple of expensive and irrelevant keywords into your account.
There is so much that a pay per click account can do for you. But ultimately, if your site does not show your visitors what they want immediately, then they are likely to turn around and go find another site which will be clearer than yours or at least will show then exactly what they want straight away. Consumers are even usually less patient online than in a brick and mortar shop so it is important to use proper landing pages to their full potential and give your consumers exactly what they want. |
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