Pay
Per Click Help is hard to come by. I want to share with you the underlying
principles of what makes PPC successful. There are many people out there who do this
stuff completely wrong. The bottom line, the absolute, the best advice
you will ever hear on PPC is about to be revealed to you.
1. Don't be a lazy ass - look at your account everyday and slowly peck away at making it work better. Do keyword optimization every week, then for the month, then for every 90 days, Implement the revenue tracking option and conversion tracking option on any engines that offers it, sign up for goole ananlytics as well and implement revenue tracking there as well. DON"T BE A LAZY ASS
2. Organization - You need to think of how you will break apart the account from
the very beginning and you cannot just use keyword segmentation alone, although
that is the major factor but take the following into consideration when you are
creating adgroups:
- Keywords - make sure they all
relate to one another
- How will you use the keyword
in the adtext and how it will relate to the product. I.e. use the
{KeyWord} variable in the adtext and destination URL. But grouping becomes
really important, because if you have something like 100 model numbers all
by the same manufacturer, then you want to group accordingly, having only
one adgroup per model numbers so 100 adgroups: Then you have adtext that
can list factors such as price, geo location, etc..
- Destination URL & Landing
Page - using the above structure you better send the traffic direct to the
landing page of the product
- Volume - if you have all of
your popular keywords in one adgroup, and you have budget cap, then bad performing
words can take away from good ones.
So to do things this way at this level is very time
consuming, but it works much better and the more targeted your listings the
more likely you are to sell. Some tricks that might help you generate a giant
properly segmented PPC account fast are to use a feed from your site if you are
using a shopping cart, figure out how to break that feed apart and use the organization
of it to import it into adwords editor. Along these lines always create an
account in adwords first using the adwords editor then export into other
engines. In time I think there will be more tools to make MSN and YSM more user
friendly but right now adwords allows you to get the breadth of account built
out.
3.
Let go of bad performers - just turn of shit that does not work. End of story.
4.
Don't blame Google, your website may suck. Most people have real issues with
hearing their site is looked upon negatively. I have gotten no real kudos
on my site design and not a customer yet! But I am willing to listen if someone
tells me it sucks, or realize that I might need to make tweaks if I am getting
targeted traffic and nothing is happening.
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