12 Rad Tips to Augment ROI Using PPC Marketing
Digital Marketing Marketing

12 Rad Tips to Augment ROI Using PPC Marketing

By Mainak Biswas June 05, 2013 - 1,357 views

Pay Per Click campaigns require continuous monitoring on part of you to be profitable and able to produce the desired outcome. Use these tried and tested methods to extract more ROI out of your pay per click marketing:

1. Make a specific plan

Chart out a specific plan for your campaign. Make sure you fix the deviations from the plan, then and there, before they go haywire. Bear in mind the size of your campaign- is it a large one or a limited one? If you planned for a small one and the campaign ends up blowing out of proportion, your PPC dashboard can get overwhelmed with the content of your campaign and be rendered unmanageable. This surely is a point to be noted down. Start with a good outline before you even begin this set up phase. ‘Catch them when they are young’ and you’ll thank yourself in the months to come.

2. Importance of keyword research

Ensure you are thorough with your keyword research. Make sure you are consistent with your end users and if at all you are targeting them, keep away from your industry parlance in the keywords you decide to use. Ideally speaking, your very searchers should be the topic of your research. First, carry out your research on a small group of customer database that you are targeting, in the form of testing. Also, do not hire third party researchers, so that you can save a great deal on your costs by lowering irrelevant traffic.

3. Austerity works in PPC too

Don’t have grand plans in mind. Exercising a bit of austerity won’t hurt. Settle down for #2 or #3 spot instead of #1, as there is no dearth of relevant keywords which need not necessarily be expensive (relatively speaking). This understandably is a technique that requires more work, but doesn’t burn a hole in your pocket. This can qualify as a reliable tactic, as it often results in more conversions.

4.  Use longtail keywords

More keywords mean more opportunities for conversion. Web users of 16-30 year old age group prefer longtail keywords to category specific searches. With carefully grouping keywords, you can vouch for algorithmically generated discount from search engines.

5. Use negative keywords with precaution

Negative keywords can be used, but with utmost precaution. Many webmasters nonchalantly assign ‘free’ as a negative keyword, thinking that people seeking freebies can never be prospective buyers. This is illogical, as users checking for freebies could be aiming for their money’s worth.

6. Campaign phrase matches

Set your campaign for phrase matches and exact matches. This is much more economical and results in high quality traffic.

7. Ad copy testing

Test your ad copy. Going by the limited number of words allocated by the search engines to write your ad, I know it is difficult to write an appealing text. Experience plays the part in such a context, as this calls for a deep understanding of the market you want to target. Do remember to use your keyword in your ad’s headline and use customer-specific lingo in the text, while adhering to the strict limit of 95 characters.

8. Homepage is not landing page

Do not use your home page as a landing page. Directing visitors to your home page is expensive (due to weak quality score), materializing into less conversions. Create individual pages for each keyword.

9. Lure people to signup for newsletters

Use an exit pop to entice your PPC visitors with irresistible offers of signing up for your newsletters while they navigate away from your page.

10. Optimize your resources

Optimize resources, so that they can be consistent with your budget, by setting up test runs.

11. Delete unproductive campaigns

Don’t shy away from deleting an unproductive campaign, as it can create a vicious cycle of losses with respect to CTR, quality score and PPC- as CTR decreases, quality score decreases and effects in the increase of your PPC.

12. Test strategies continuously

Continuously test your strategies to check whether they produce the desired results or not. Keeping a track of the progress of your campaign by using stats and other tools is advised. Monitor various activities related to your campaign with a keen eye for any irregularities and attend to them promptly.

These tips cover a lot of impediments that arise and prevent the successful execution of your pay per click campaign. You can come across a lot of articles on this topic, but your discretion is advised. Best of luck for your campaign!

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