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5 Easy Ways to Increase the Profitability of Your PPC Campaigns
Optimizing your PPC campaign is a never ending process of analysis and fine tuning, but there are some quick and easy tactics you can follow to make sure you're on the right track.
1. Conversion Tracking. Google, Yahoo, and MSN all make this easy. If you're not tracking conversions by keyword and ad variation, you're not spending your money accurately enough.
2. Keyword Additions. Search habits change very frequently, and you need to add keywords to your campaigns regularly even for existing products or services. Running broad match keywords and analyzing query logs for new keywords to add, researching the marketplace to find new keyword possibilities, and simply taking time to brainstorm new keywords will enable you to target and bid more precisely, which will improve your profitability.
3. Negative Keywording. Reviewing search query logs for irrelevant terms and adding liberal amounts negative keywords to your campaigns will save you a surprising amount of money. You should be adding negative keywords to your campaigns as often as you add new broad match keywords.
4. Geographic Targeting. Different products and services perform differently in different markets. Even within the US, geographic regions can have drastically different performance. You need to be targeting different regions with different ad copy, keywords and bids.
5. Time Splitting. Performance must be analyzed by time of day. If your campaigns are running at the same bid levels every day of the week and time of day, you're spending money you shouldn't be spending.
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