You have finally decided to take the smart step and got your business running on Pay per Click. Say your campaign has been running with Adwords and Yahoo Search Marketing for over two months, and have already spent over $4,000. Maybe for huge, well established companies this is a small figure, but when you are a little company it can represent a lot. You might not be getting enough in return for this kind of investment. Therefore you might just assume Pay per Click just doesn´t work. Well, clearly the people that are just starting with Pay per Click might just not understand it really well, and a lot of mistakes can come from that. Let´s take a look at these seven great tips that will sure help you make the necessary changes to your campaign.
7 Great tips to save Money on your Pay Per Click Campaign
1. Don´t use broad match- A lot of people are unaware or fail to use the broad keyword match types that are available in Adwords. If you type in a keyword in your Adwords campaign it is set as a broad match. The problem with this is that your ad is often displayed in different variations of your keywords, even if the terms aren´t really in your list of keywords. Google might state that broad matches always use relevant terms, it is not so.
If you have already done your research and are confident with 2 or 3 words, use the entire phrase or exact match as oppose to broad match.
2. Use negative keywords in an effective way- A lot of PPC campaigns chose not to use this handy tool, the negative words. Say you have an online dating site, and you use online dating as a phrase. If someone looks for free online dating, they might just end up clicking on your ad. The problem? You don´t offer this service for free, therefore you don´t want that person to click on your ad. That´d be a wasted click. You can then use negative keywords to filter words you don´t want to get clicked on for. Words like “free”, “cheap” are common negative keywords.
3. Separate Ads, ad groups and landing pages- If your campaign looks like: 1 Campaign, 1 Ad group, 1 Ad, 1 Landing Page, 20 Keywords, then you´re doing it all wrong. Try grouping similar keywords in individual ad groups, create individual ads for those and link them to their specific landing pages. It would not only improve your CTR (click target rate) but also your conversions.
Lets say you are running a web hosting business, and you offer different types of hosting (e.g. Shared, Reseller, Dedicated etc). To improve result, you may want to divide your whole keyword list into 3 logical lists related to the 3 different types of hosting you offer. Then use those keywords to create 3 different ad groups and specific ads for the specific services. Point all those ads to your relevant landing pages. This will definitely help you to get a better quality score as your ads and landing pages will become more relevant to the term the user is searching for. It is likely to increase your CTR & and will eventually lead to higher sales. So because of your good quality score you will be paying less and getting highly targeted audience to the highly targeted offer pages.
4. Geographic Target- If you are a market in Brooklyn, why you want you pay for clicks coming from Seattle? Use GEO target to really target your audience. This will give you lower ad impression, higher CTR and higher quality score.
5. Time your ad- Show them when they matter- If you are a Pizza place with no 24-hour delivery service, would you want your ad to show when people look for pizza at 3 am? It would make no sense, and it´d cost you a lot of money. Your ad should be running when your business is open and people can actually order a pizza.
What do you do? Use Ad Scheduling to time your ad to your specific requirements. Say you´re having a “Monday special” then you can set your ad to only run that specific one on Mondays. If you sent your campaign by default, it´ll be running 24 hours. Try to think on your target group hours, the services you offer and your business hours and set a specific time for your ads to run.
6. Don´t bid on Content Network- Some people might disagree here, but bear with me on this. Although bidding at content network is often cheaper, but in terms of conversion the performance of content network is very poor. Content networks might work really well for some niches, but if you´re just starting fresh with PPC and Adwords, I´d suggest you to remove your content network from your campaign. This setting is set in the campaign level, so once you turn this off all the other ad groups that are in that particular campaign will be affected.
Ok, you want the content network, but you don´t want to harm your quality score by having too many impression and low CTR? Then create a completely separate campaign only for content network and test the results. You should always modify your content network bid as it`s much lower than the search network bids.
Track your results- Google offers a tool that can basically show you the exact term that the users typed in that let him/her to your ad. Google analytics also offers you a deep report and all of your campaign aspects. An extra tip? Continuously test your results? A PPC campaign can and should be modified to top itself at all times.
Trilce Ortiz
http://www.articlesbase.com/ppc-advertising-articles/7-great-tips-to-save-money-on-your-pay-per-click-campaign-742766.html
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