Published on July 12th, 2013 | by Deeson Arnibal


Effective Pay Per Click Management

For those who do business online, pay per click advertising is important to their bottom line. This is an effective method of marketing your services and products. Advertising online can also cost you a lot of money if you don’t have a plan, strategy and management skills. Pay per click management is a hands-on project and there are various techniques involved to maximize your results.

To manage your pay per click ads, you have to know how to word your ads to grab the attention of your targeted prospects. Below are several tips to help you to get the most out of your ad campaigns.

Using PPC Advertising Services

If you are not familiar with PPC advertising, you may want to hire one of the best PPC management firms that provide this kind of service. Why? Well, if you go into it with little knowledge, you most likely will end up spending thousands of dollars in advertising.

What is PPC?

Pay per click is a strategy that online marketers use to direct targeted traffic to their websites. Some advertisers will use ‘Google Adwords’ to have their ads appear on the right hand side of the search engines. The advertiser pays only when someone clicks on the ad. The person who clicks on the ad does not necessarily have to be a targeted prospect and so the ad will not convert if the person is just a curiosity seeker. The key to preventing this from happening (although it cannot be fully guaranteed) is to put the relevant keywords in your ad title/headline and in the body of the ad.

You will set up several PPC campaigns with different titles and keywords. How you word these ads is important to your ad campaign success. You should include the display and destination URL. The destination URL is the actual web page that the prospect will be directed to. The display URL is your home page. Make sure you have the primary keyword in the destination URL. If you have a web page about the products and services that you sell, then that is where you want to send your prospects so this would be the destination URL. If you send your prospect to the home page, then the prospect will probably not see the relevance of the page as it relates to the ad campaign that was viewed.


Do your keyword research before creating any PPC ad campaigns. This is important. You can use “Google Ad Keyword Tools,” to find low competition keywords. This is a free service so you should take advantage of it. Create a few test ads. One good technique is to look at other ads located on the first page of the search engines. There is a reason why those ads are on the first page – because of their success or they have a lot of advertising dollars. One word in your ad may make the difference in your click through ratio (CTR). You can create more than one ad campaign to see which ads are working the best. If an ad is not working, feel free to make changes.

Studies have revealed that ads placed in the top three places in the search engines have a much higher click through ratio.  If you have a highly competitive keyword, you may find this more difficult to achieve. Your maximum cost per click (CPC) is the chief factor in the positioning of your ad.

For example, if you are selling books and this is one of your keywords, you will find that it is a very competitive keyword. For high competitive keywords, the cost per click is going to be higher because there are so many competitors bidding on it and you could end up spending thousands of dollars to keep up with the competition.  Long tail keywords will get you better results. So if you sell books about romance, you could be more specific and use “hot romance novels.” This is a well-targeted keyword to get the right prospects clicking on your ad to achieve a higher conversion rate.

Article courtesy of Wpromote, PPC Management and Search Engine Optimization. Follow @wpromote on Twitter for more industry updates and up to date trends in Search Engine Marketing.

Image License: Creative Commons by Search Engine People Blog

About the Author

has helped online businesses not only achieve higher website visibility and authority, but also strategic marketing solutions for every client's needs. Follow me on Google+.

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