[N]Etiquette: The Little Book of Rules for PPC
Pay-per-click marketing is the application of a science combined with the art of experience. Our in-house experts combine years of experience with endless research and strategic development. We would love to proudly stand atop the nearest soapbox and entertain anyone within earshot about various rules for PPC until our legs gave out from under us. However, since we’re here, we’ll be brief and instead offer you the abridged version.
Tip #1: Do Your Research.
PPC marketing is driven by keywords. This means that you’ll be investing your advertising dollars into selecting the right words and phrases that potential customers will be entering into search engine search bars in order to find you. Without the right keywords to fuel your ads, your customers will never see them. What to do? Begin brainstorming and write down every phrase and key word that comes to your mind. Next, perform keyword research to find out the latest trends in search phrases for your particular business category, and their individuals costs. There are many tools online to help you with this research, many of them free. With these you’ll have the right tools to help you build an effective keyword list – the ones that your potential customers are actually using.
Tip #2: Know Your Way Around.
(And if you don’t know your way around, ask.)
What we’re talking about here is the practice of setting up a PPC campaign. It is fundamental to the success of your pay-per-click advertising that each campaign is set up the right way, the first time. Improper setup, incorrect geographical targets, awkward ad groups, and poorly written words are a recipe for advertising disaster! Don’t get caught in the mix. Missteps along the critical setup and build out process can cost you misplaced advertising dollars, low quality scores, low position rankings, and even worse – valuable potential customer eyeballs. PPC campaign setup tutorials exist, books abound, and the support you need to get your most perplexing questions answered is available.
Tip #3: Stay Focused.
PPC campaigns require a lot of time and attention. There are constant click costs to recalculate, lead costs to monitor, and search trends to be one step ahead of. The nature of a pay-per-click comes with a whole array of statistical data that needs to be crunched, but fast! A keyword’s sudden popularity can mean skyrocketing costs, and an incorrect match type can mean wasted dollars from unqualified traffic clicking through to your ad. Constantly review, refine, and redo-it all over again. The effort you put into your PPC campaign will be returned to you in the shape of leads and profits – take the time to do your best work.
Pay-per-click marketing, like we said earlier, is the application of a science born through hard-earned experience. It takes a seasoned pro to know when to take chances and when to play it safe. With advertising dollars and potential customers on the line you’ll want to be sure you’re putting your best efforts into your campaigns – and be sure you’re playing by the rules. NetSearch Direct offers whitepapers, blogs, articles, and even seminars regarding PPC campaign setup and management.