The Secrets of Successful Pay Per Click Management

By: Kirt Christensen


They are not telling you lies. You can have outstanding profits with low expense of effort in a short period of time with PPC marketing. As far as ad campaigns go, it can be the goose that laid the golden egg. What they aren't telling you is that the ppc marketing campaigns that are a success, result from cunning minds and many hours of manpower.

In order for a pay per click campaign to be successful the first thing that an advertiser needs to do is select the search engine they want to associate with. Naturally, it is Google and Yahoo that do the greatest quantities of business, but they are not the only search engines in existence. A study done by Pay Per Click Universe yielded the following results for the top ten pay per click advertising programs.

1. Google

2. Yahoo!

3. ABC Search

4. Search Feed

5. 7 Search

6. MIVA

7. Enhance Interactive

8. Findology

9. Microsoft adCenter

10. Ask.com

The savvy marketer will take advantage of all of these resources, experimenting to see which will bring in the greatest volume of business.

The next step on the path to pay per click success is the selection of the proper keywords. A good keyword should be one that is general without being too general; it should not require a college degree to think of but not be so non-specific that it will lead to an absurdly high number of false leads.

Most search engines will have a database that will show the frequency of the most popular keywords used in recent searches. These should be considered a starting point, not the end. Many of the more popular keywords are simply too general to generate a large volume of productive leads.

Once you have selected your keywords you need to decide how much you will bid for those keywords. Search engines display their ppc advertisements based on how much the ads maker will pay whenever someone clicks on the ad. Hey, they want to make money also.

The ads at the top of the list are the ones with the greatest bids therefore they have the top listing. The advantage to this is that they will be seen first. The significance of this is that most searchers are not going to scroll through dozens of pages to get what they want; when they don't find it in 5 or 10 they will most likely forget it.

Finally, there is no such thing as too much micromanagement when it comes to managing a pay per click marketing campaign. It is essential that a marketer know at all times precisely how much business their advertisements are bringing in. This allows them to redirect the campaign if it seems that the advertisements already in place are not doing their job, make minor adjustments as necessary and avert small problems before they become full blown disasters.

When diligence in management and research are applied you can make hundreds of dollars in pay-per-click advertising; still this is a trial and error venture. Discouragement can be avoided by remembering that you won't likely see large amounts of money showing up in your bottom line right after you set up your campaigns. Remember: Patience is a virtue.

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Having over a decade of experience in google adwords management , Kirt Christensen, will share his expertise in PPC management, by presenting you tips he found that work (and some that don't work). www.managemypayperclick.com">www.managemypayperclick.com

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