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(formerly
known as Overture) for instance, only considers the bid
amount in ranking a site. The most popular PPC Google
Adwords uses bid value and your success (click through)
rate.
To
develop a your PPC strategy and plan, you must conduct
market research. This should consist of identifying your
target market (preferably
niche
market), identifying keywords that your target market
uses to search for what you are offering, and analyzing
the keywords and alternative keywords that will appeal
to your target market.
During your keyword analysis, you will want to find out
how popular keywords are and what the average bids are
for certain keywords you are considering for budgeting
purposes since defining a budget is a necessary part of
PPC management.
Budgeting for PPC advertising involves not only
determining how much money you can spend on your
campaign, but basing that on the monetary value of a
click to your website since you are paying per click.
Your conversion rate, the number of unique visitors
divided by the number of sales, plays an important role
in determining the value of a click to your site for PPC
advertising budgeting purposes as does the average net
profit per sale. By dividing your net profit per sale by
your conversion rate, you can accurately determine the
value per click to your website. The price per click
that you pay for your PPC advertising should not, of
course (!!!) exceed this value.
So if your selling a product that gives you a £10
profit, and a particular keyword takes 50 visitors to
create a sale you would bid no more than £0.20 per
click to break even.
A few tips about PPC if you DIY.
1. Don’t put more money than you have to into your
account – sounds obvious but….!
2. Test, test, test have at least two separate ads for
the same product at the same time. Drop the lower
performing adverts and add a new one until you are
satisfied with the results.
3. Make sure to keep up with your results daily at the
very least and adjust your strategy according to
results.
4. Continue to look for new keywords and as you find new
ones lose the poorer performers.
If you approach PPC advertising logically, follow the
direct marketing mantra of test, test, test, monitor
results regularly and make adjustments only according to
results PPC advertising is a powerful tool for driving
profitable traffic to your site.
Article
Source: http://articleswell.com
Richard
Hill is a director of E-CRM Solutions and has spent many
years in senior direct and interactive marketing roles.
E-CRM - www.e-crm.co.uk
- helps you to grow by getting you more customers that
stay with you longer. We provide practical solutions
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