Anyone with a website and the funds to support a campaign can set up Pay per click advertising for their website. However, to make an effective campaign can be difficult. It takes a lot of experience and research and the constant updating of keywords to have a PPC campaign that actually converts into increased sales.
It is important that your PPC campaign finds the correct balance between correct exposure and a reasonable price per click. No company wants to be spending a high budget to earn clicks that do not actually bring them new customers. Good PPC management is all about reaching this balance and avoiding the use of ‘negative’ AdWords.
For someone who is inexperienced with PPC discovering what keywords are having a negative impact can be difficult. It could be that the phrasing means that you are not able to reach the customers that you are intending. It can be a longer process to trawl through reports in order to search out particular keywords, it can also be difficult decision to cut a particular keyword if it has been successful in the past.
The experience of a PPC agency is what can make the difference between a successful and unsuccessful campaign. You need to work to your budget, and PPC is the same. There is no benefit running a campaign that will exhaust your budget with only one click. A PPC agency will be able to advise you on the best use of your budget, working towards a result that will best benefit you. A PPC agency will also help you work out your current cost per lead equals to, from here you can work out how much you can afford to spend per click.
Though it must be kept in mind, if another company has also paid for a PPC advert for the same key words as your company, the search engine will also look at the relevance of your website’s content. To this end it is worth making sure that your internet marketing also includes successful use of SEO, making sure that your content is full of the correct key words without being seen as simply ‘spamming’.
If your ad is been focused on the correct keywords or phrases, but you are still not getting many clicks then it could be that the terminology on your ad does not make customers want to go any further. It is a wise decision to include keywords in the ad itself to assure potential clickers that your ad is appropriate and relevant to them.