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Tips for Better PPC Management

May 6, 2008
One of the driving forces in the PPC algorithms is your Click Through Rates. Spending time, effort and even investing in a PPC expert can help you to double or triple those rates. Not only will that increase your traffic, but it will lower your costs per click.

Let's look a little closer at some of the things you can do to improve those Click Through Rates (CTRs). There are several techniques and areas to look at but many of these require some continual effort on your part. If you are not up for it, think about hiring a PPC company to do the heavy lifting for you. A good PPC management company can double or triple or CTRs.

Target More Highly Relevant Keywords

Think about the user who is searching the phrase you are advertising on. The more you can focus your ad to them, the more you can drive up our CTRs. This may mean including the keyword phrase into your actual ad copy. So, if you have built yourself and account with a couple ad groups stuffed with keywords, you are in a bit of a bind. You want to reach the searcher and nothing does that more by being as relevant as you can with an ad that speaks to that individual keyword.

If your account is structured poorly with too many keywords into too few ad groups, then you should consider ditching it and starting over. Yeah, I know, that sounds extreme, but the results may be worthwhile in the long term. If it's too much work for you to re-do, then definitely consider outsourcing.

Hunting for Negative Keywords

Click Through Rates are determined by the number of ads that get clicked divided by the number of impressions that were served. With that in mind, you want to make sure you are not serving up ads on keywords you don't want to appear on. When you search for keywords that you want to advertise on, also take note of those other variations that you don't want to appear on. Compiling these and using them appropriate can help drive up your CTRs.

Ad Copy Improvement

Probably the most labor-intensive, but important items that can make an impact on your CTRs is better ad copy. And while things like a call to action or a value statement of some kind are key...split testing is even more critical.

Split testing is the process of running multiple ads at once and comparing the results. It sounds simple enough, but you also need to do it with consistency to make it effective. You also need to make sure that you don't pull the plug from an ad to early. There are some mathematical ways you can determine this, but if you are not committed to conducting split tests frequently and often, don't expect to see your CTRs rise.

Optimizing your PPC campaigns is more than just honing those Click Through Rates. There are ton of secret tips and techniques to it...but putting focus and effort on your CTRs is an excellent beginning. If you are in an expensive and competitive keyword market, you ought to consider hiring a PPC management company. They should pay for themselves and then some. If you don't have the budget right now, then you'll need to do the work. Chances our your competitors are getting more and more sophisticated. Don't let them get the edge on you.
About the Author
Josh Prizer is a Senior Account Executive and PPC Expert who works for Zero Company Performance Marketing, a ppc management firm. Go to his site to read more on how to improve your PPC advertising accounts and performance.
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