There’s more to search marketing or PPC (also called CPC) than just creating ads and waiting for someone to click on them. You want your ads to reach the right people and you want to be sure that you aren’t paying too much to reach them.

You may be new to search marketing, but you can learn about online advertising and how to get the most out of your campaigns with a few quick tips. 

Here are some tips for using PPC effectively.

  1. Create a Landing Page that is relevant.  (Your homepage is not a landing page.) Choose keywords carefully and write copy that is compelling and speaks to the searcher’s intent. Think about the action you want the visitor to take when creating your landing page.
  2. Use long tail keywords.  Most businesses don’t use them, so you can save money by getting a lower bid for the specific long-tailed keywords you want. Long tail keywords are three-to-four-word phrases that are specific to your product or service. Visitors using these long-tailed keywords are usually much further along in their purchasing process and this can result in a higher conversion rate for your ads.
  3. Choose your default settings carefully.  There are a lot of options to consider. Don’t just click on the “standard” option.  Choose “all features” so you control your campaign, not the search engine.
  4. Geo-Target. If you don’t accept jobs out of state, you don’t want to advertise nationally.  Be specific with your geographic target when it is important.
  5. Add Negative Words.  This will keep your ad from appearing on searches that have no relevance. 
  6. Test Your Ads.  By rotating your ads you can test copy to see which ads convert the best.  You should not test more than one variable at a time to insure you accurately evaluate the ads.  You can test copy, price points, etc.
  7. Add a Tracking Code.  Be sure you have a tracking code on your web page to track results.
  8. Analyze Your Results.  You can track conversions and other site activity for any of your campaigns by creating goals and adding tracking codes on the related web pages.  Both AdWords and Bing Ads have good analytics to help you determine the success of your campaign.
  9. Monitor your Google Quality Score.  Your score will determine the overall ranking of your AdWords account and also determine where your ads will appear on the search page.  A higher score means you pay less for ads than someone whose score is lower. You can keep a high score by just following the rules.
  10. Take Your Time.  Don’t be in a hurry to try everything. Measure your results for at least three months and know your click-through and conversion rate before spending big dollars.  

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