Run A Clever PPC Campaign

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Pay Per Click (PPC) is one of the most affordable advertising platforms available at present

, if you know how to manage it right. If you don't have a Pay Per Click management scheme, you would wind up spending more than earning more.

Before you begin your PPC campaign, evaluate first how much you are willing to pay for every keyword. The leading PPC providers, Google and Overture, can cost as much as $5.00 every click for a top pay for that? To give you a clearer perspective, a typical website has a conversion rate of about 2%. This means you should have at least 50 visitors to your website before you really make a sale. If you bid for the $5.00 per click rate, multiply that by 50, you would pay $250 just for one sale.

Ideally, you need to have the top 3 ranking for a keyword since these top spots get to be distributed to most of the PPC engine's partner sites. A rank 7 down won't get you anywhere than your host engine. Therefore, how could you get a top rank without spending on expensive keywords?

The smart solution to this puzzle is to optimize a big number of less popular keywords. These words are affordable, and when taken as a group, can give you a sizeable amount of traffic. You might think that a Pay Per Click campaign uses the opposite scheme of search engine optimization. In an SEO campaign, because it takes a lot of hard work to earn a high listing, you should emphasize on high traffic words. However, in a PPC campaign, it's virtually easy to create a new PPC listing. Since you don't pay unless someone clicks on your keyword, it makes sense to target a large number of less popular keywords, but at a fraction of the cost.

It's fairly customary for Pay Per Click publishers to optimize a number of keywords, but this will be a lot more difficult to manage. You must constantly track your rankings, making sure that your rankings haven't dropped. Also, you would want to know which keywords are sending you traffic and converting visitors into customers.

It's best to hire a legitimate PPC management company to manage your campaign, especially if you don't have time to monitor your keywords daily. It may cost a little bit more than managing the campaign yourself, but these PPC professionals are paid to manage an effective and productive Pay Per Click campaign. To run their campaign for them, several small businesses also utilize a software package such as Bid Rank or GoToast. The software tracks your listings and could adjust your bid if you drop in the rankings.

You don't necessarily have to use a software package or hire a PPC management company to start your campaign, but it is advisable. You might want to test the PPC waters first, and then pay for PPC advertising services to keep your campaign up and running. It's important to set a daily budget and to stick with it. It takes time to get your keywords on the high ranks, but once you get there, everything will pay off.

Run A Clever PPC Campaign

By: Peter Dulay

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