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Pay per click is a very effective way of driving traffic to your website, but there is a lot to think about when developing an effective PPC campaign. Our Pay Per Click experttells you the Pro's and Con's about Managed and DIY pay per click campaigns. Click here for the full story.
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SEM-FUSION - Pay Per Click - Managed or DIY
Pay per click is a great way to drive traffic to your website and improve the visibility of your brand. It allows you to drive highly targeted traffic to your website. But do you have to rely on a Pay Per Click management consultant or can you do it yourself. Our PPC account manager explains the Pro's and Con's of DIY Pay Per Click.
Pay Per Click - Managed or DIY?
Yes, anyone can do Pay Per Click, and the benefits of PPC can be amazing. All you have to do is set up a Google Adwords account, create your PPC campaign settings as per Google instructions, write a good creative ad, set your daily budget and cost per click and wait for the visitors to arrive at your website. Believe it or not, many people set up their pay per click campaign in exactly this way, and lots of visitors come to their website. Job done... or is it?
Pay Per Click Doesn't Work....
After a while you realise that it's costing a fortune to run your pay per click campaign and there isn't a good enough ROI from the conversion on their website to invest any more of their precious marketing budget in to it. This is when we statements like "Pay Per Click doesn't work".
Or does it?
Why is it not working for them? After all it's working for their competitors. What have they actually done wrong? Maybe nothing? Maybe there isn't enough margin in the products they are selling to cover the cost of their PPC campaign. Maybe the industry is just to vicious for them to compete in. or maybe it's something else. There are so many reasons why pay per click campaigns can fail and the majority of the time it's because of either poorly thought out strategies or a lack of experience.
How can you make Pay Per Click work?
One of the most important techniques of a successful Pay Per Click campaign is 'Keyword Research'. Keywords and Key Phrases are the foundations of a successful PPC campaign. Internet users are becoming increasingly Search Savvy. Most internet users are experienced at finding the information they need and as such have developed keen search techniques to help them find what they want, faster than ever before. Identifying popular keywords and niche keywords along with numbers of daily searches for those keywords make up some of the fundamental information needed to truly understand how successful your campaign will be.
Cost Per Click Testing
The more you use PPC the more you understand how it works. Testing is an important technique of PPC. Let’s say you have been running a pay per click campaign for a few months and you can see you have been receiving visitors to your website. You know it's costing you 0.19p per click for every visitor you receive and you are making a few sales. What would happen if you dropped your pay per click daily budget by 0.01p or 0.02p? Would you as change position on the page or would it stay the same? What if the advertiser below you in the PPC positions is paying 0.10p less for their position than you? It could be that your PPC campaign is costing too much because you are over bidding your cost per click. Regular testing will help to maximise the ROI on your campaign.
Other thinigs to think about
Click through rate - Do you understand what your click through rate actually means and how this figure is worked out?
Impressions - How many impressions is your ad receiving and where are they coming from?
Broad, Exact or Phrase matching – There are a number of parameters you can change in order to increase your conversion rates.
Landing Pages - Your pay per click campaign may be more effective of you create a landing page for the link from your creative ad.
As you can see, an effective pay per click strategy requires serious planning. Yes you can do it yourself, and if you spend the time learning, researching and testing you will have a good chance of developing an effective strategy.But it's takes time, and time is precious when your running a business. If you get it wrong, it could end up costing you time, money and a whole load of stress.
If your serious about running a pay per click campaign, leave it to the professionals.
For more information about our Pay Per Click Management services please contact us here.
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