Developing and then continuously refining a PPC advertising campaign is vital. It enables a company or individual to incrementally improve and increase ROI (return on investment).
It is first and foremost in your best interest to focus on identifying the search terms that convert most frequently for your particular site, eliminating those that don’t perform, and most importantly, calculating and maximizing your return on investment.
You can find the base list of keywords from you in house Web analytics data and though intensive research of customers and competitors. There are numerous web resources available to assist you in your research including tools provided by overture and google.
Once you have the keywords, you create your ads. When it comes to creating PPC text ad copy that generates clicks and conversions, focus on these elements: messaging, offer and display URL. Using dynamic keyword insertion (DKI) in Google AdWords can be very powerful, but use with caution. And a simple rule of them, design your ad to stand out by doing the opposite of the surrounding ads.
Now what is your bidding strategy?
You can manually manage the PPC advertising program or utilize automated bid software.
Most PPC programs offer intelligent management capabilities. Design your campaigns carefully. Your strategy here can be as important as your landing pages, ad copy,
On to implementing the PPC program which includes analyzing keywords, text ads and relevent landing pages as well as monitoring performance. The emphasis is to determine which keyword phrases, ad copy, landing pages and bid strategies performed well and have the greater potential.
Every component of a PPC program can be tested. Testing is the key to increasing your CTR percentages. When you place your ads, what position, it all matters. Be serious and intense with your testing, it’s the gateway to increasing revenue.