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Managing PPCs - Old and New

Apr 21, 2008
There was a time when you could get top position on high-volume, nonspecific keywords like "China" or "business" or "running" or "headache" for as little as $0.05 a click. If you did a Google search on one of these terms, only one or two results would show up, telling you that clicks were available for ultra cheap.

But advertisers had a very hard time getting a generic term like "running" to stick, especially in the early days before phrase- and exact-match options were available. A person who typed in a keyword like "business" could have any of a thousand completely different ideas in mind for what he was looking for, so he was not only unlikely to click on your ad, but even if he did click on it, he was that much less likely to buy anything from you.

Now the rules have changed in the world of PPC management. There's no longer a minimum CTR, so maintaining a certain number of clicks isn't an issue. And advertisers are much smarter now than they were even two years ago and are turning these generic terms into profitable information marketing opportunities.

So now it is worth the trouble to bid on general, non-specific, big-traffic keywords. But what is the secret to making them work?

Here is the answer:

Use test runs, try out different copy, tryout others, write new ads till you get one that works. This is time consuming, and you will have failures before you have success. But you will break it down with your tests until you find the winning combination.

Use negative keyword to your advantage.

Include statements in your ad that disqualify people you don't want. If you offer "Free Golf Instruction" in your ad, you may get riff-raff that you may not want. If you offer a "$49 Golf Video" you'll get people who will seriously consider purchasing it, and few others.

Market information, not just products. Send people to a landing page that collects opt-ins, and offer a free guide, a tutorial, or an e-mail course of some kind, which will establish you as an information source, create longer-term customers, and grow your visitor value to where even the most generic clicks are worth getting.

New Concepts of PPC Management

The keywords on your list each have their own market.

Each keyword stands for the state of mind the person had when typing it.

There is a wish, demand, query, or supposition prompting each of the words your customers uses to search with that they may not be totally aware of.

Some keyword markets are bigger than others.

For each keyword the competition will also vary.

Some keyword markets produce more dividends for the winners than others.

Some keywords will have an overabundance of competitors making the bid prices above market value and unrealistically high.

On the other hand there will be some keywords that, though they make up a better more reactive market, and are available using good keyword tools, are generally neglected.

When you mirror the language playing in your customers head, that is when he is going to buy from you.
About the Author
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to pay per click account management, he's the man!
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