The Basics: Pay Per Click

Pay Per Click (PPC) is one of the most popular methods for advertising online, but if you’re unfamiliar with the process, things can look a little daunting at first. With PPC campaigns, you are going to pay for every single click your ad receives, regardless of whether or not that click results in a conversion for you – so unless you have a bottomless marketing budget, you want to proceed with enough caution to avoid losing all your money right out of the gate.

And to that end, we’ve compiled 3 basic PPC tips that will help ensure your campaigns start off on the right foot:

Basic PPC Tips

  • Create a solid keywords list. Your keywords and phrases are incredibly important to the success of your PPC campaign. What you want is a list of targeted, specific keywords and phrases. Avoid broad or generic terms, because the competition for these is usually pretty fierce and using broad keywords can result in a lot of wasted clicks. For example, if you sell cell phones, and are having a sale on cell phone chargers, you don’t want to simply bid on a keyword like “chargers,” because that will drag in clicks from people looking for all sorts of chargers – laptop, power tools, batteries, etc. If you specifically narrow it down to “cell phone chargers,” however, then the people that find your ad will be the people already looking for what you have to offer.
  • Choose the right landing page. Your ad should lead directly to a landing page that is related to the ad. Don’t just send people to your homepage (unless that’s your end goal, for whatever reason), because then they’ll need to look around to find whatever the ad was talking about, and may get frustrated and leave. There should be as few clicks as possible between the ad and completing the conversion, so a landing page tailored to the PPC ad it’s attached to is a must.
  • Never forget to test and track. Testing and tracking your campaigns is how you make them more successful. By running more than one version of the same ad at once, you can compare their performance, weed out the ones that aren’t doing well, and build on the ones that are. The more you test and track your PPC ads, the better you can make them – and that translates directly to more conversions.

These are just three basic PPC tips that will help you on your way. Running a successful Pay Per Click campaign is part fine art, part science, and by keeping these tips in mind (and with a little practice!), you will be well on your way to developing PPC ads that really click.

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