Pay Per Click Management

Pay Per Click Management (often referred to as PPC) is very simply the processes we apply to your PPC Campaign to ensure you receive the most amount of potential customers, for the least amount of money on a cost per click basis (and not on a cost per thousand basis as you would pay for TV & radio).

In this section we share some of our Pay Per Click Management tips in more detail and is intended for people who already understand the basics of PPC and may well be running their own Adwords of Sponsored Links campaigns. Listed is 11 of our favorites. Feel free to use them or contact us to put us to the test of improving your current campaign!

  1. Remember that 75% of search terms consist of 3 or more words. Make your keywords specific and longer and you will be receiving more reliable traffic to your site.
  2. Use all the Online Research Tools that are available to you such as: WordTracker, Keyword Discovery, Google Insights, Google Trends, Google Keyword Tool. These powerful tools will give you useful information on how people are searching on Google. Once armed with this research you can then choose the most effective and relevant keywords for your Google Adwords campaign.
  3. Upload all the codes that are available to you such as: Conversion Code, Analytics Code, and Webmaster Tools. This will give you a 360 degree view of where your web visitors are coming from and how they are behaving on your website. Once armed with such powerful information – you will be able to determine the changes needed to be made to your Adwords campaign in order to increase conversions.
  4. Google scores Keywords and Ads on a regular basis. Sometimes your keywords may perform really well but at other times they may not. If poor performing keywords are left active in your campaign – this will eventually lower your ad quality score, lower your ranks and increase your cost-per-click.
  5. Bids for keywords need to be adjusted on an ongoing basis as new competitors enter the market and they also adjust their bids on a regular basis. If the same bid is left on Google overtime – you ranks will decrease and you are going to have to pay more per click in order to get into the first position again.
  6. Bid High Initially until you have built a strong Ad Quality Score. Quality Score is used in several different ways, including influencing your keywords' actual cost-per-clicks (CPCs) and estimating the first page bids that you see in your account. It also partly determines if a keyword is eligible to enter the ad auction that occurs when a user enters a search query and, if it is, how high the ad will be ranked. In general, the higher your Quality Score, the lower your costs and the better your ad position.
  7. You should be testing and adjusting the timing of when your ads should be displayed the most in order to get the highest conversions at the smallest price. Each day is different as you receive many unique visitors to your site so you should constantly adjust your ad timing and bids in order to get the most conversions at the smallest cost to you.
  8. You should adjust your Adcopies on an ongoing basis. Do your research on which is the best performing and most popular keyword and write an Ad that is centered on this keyword. This will help you maintain a high Click-Through-Rate for your campaign.
  9. Research and add new keywords to your campaign on an ongoing basis. This will help increase Search Traffic and unique web visitors.
  10. Delete poor performing keywords from your campaign each month. These keywords typically have a low ad quality score, a high cost per click and a poor conversion rate. Once cleared, you will see an improvement in your overall results
  11. You should consider supporting your Google Adwords campaign with an Online Placement Campaign which involves producing banners and displaying them across relevant websites. This will help increase brand awareness and web traffic.

Pay Per Click Management Pay Per Click Management