Using PPC to Increase Traffic and Revenue

PPC advertising is a very popular tool to many, but is not always used as effectively or efficiently as it could be. Advertisers often end up paying a substantial amount for targeted keywords, but later discover that they are not seeing a commensurate uptick in visitors or sales. Here are the keys to using PPC to increase not only your traffic, but also your conversions:
• Choose keywords carefully.
The most common and simple keywords (short-tail) will cost more and lead to fewer conversions. Instead you should target keywords that are more specific and descriptive (long-tail) on what you have to offer. Niche or long-tail keywords and phrases are less expensive and more likely to lead to conversions, because searchers will find what they are looking for and are prepared to buy. Searchers have evolved over the years. Most now understand that the more descriptive they are in their keyword searches, the more quickly they will find the goods or service they really need.
•Write a good ad. Don’t underestimate the necessity of a wellwritten ad. Just because an ad is on the top of the list doesn’t mean searchers will click on it. You need to make sure your ad copy is targeted to your user and promotes your product or service accurately. Attempting to trick a client into a click doesn’t make for an easy conversion, and still costs money to get them there. You want to let your potential customers know you have what they are looking for, but in a unique and catchy manner.
• Don’t just track traffic; track conversions. Conversions are what a site is trying to achieve, actual revenue, or a specific result. It could be the sale of a product or service, collection of user information, downloading of a file, or any other quantifiable action. A decent, borderline good PPC listing will generate increased traffic to your site, but if the additional traffic does not translate into conversions, then the ad needs to be re-written or your ad money is essentially wasted. Keep track of how many clicks turn into “customers” to truly measure the return on investment.
• Monitor PPC spending versus benefits. It pays to crunch the numbers to see if the amount going out exceeds the benefits gained. If a PPC campaign is costing more than you are making in increased profits, or not providing the increased exposure desired, the campaign needs to be quickly adjusted or ended. You may have chosen keywords that cost too much per click or are not targeting the right audience for your product or service. If quick action doesn’t improve the situation, you should cancel the PPC ad campaign and go back to the drawing board. There is no point in spending money unnecessarily if the benefit doesn’t warrant the expenditure.
• Set it, but don’t forget it. Even the best PPC campaigns will need to be adjusted to remain effective. PPC advertising is a fluid advertising medium, and changes can happen quickly. You may find a wonderful combination of keywords and ad copy and see many conversions from your brilliance from time to time, but competing advertisers will quickly realize the situation and may very well outbid you for an essential keyword. Or they may decide to drop out of the campaign all together, which allows you the opportunity to lower your bid, while maintaining your PPC position. Search habits and patterns of searchers can also shift, affecting the value of certain keywords. PPC campaigns can’t run on autopilot for long and stay efficient, so you must remain active in managing your PPC efforts.

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