PPC Optimization / Pay Per Click Optimization

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PPC Optimization / Pay Per Click Optimization Tricks

You need to do PPC Optimization all the time if you want to be really successful at Pay per Click (PPC) marketing. Ideal would be on a weekly basis. Without PPC Optimization you probably won't have success! Use my Pay Per Click Optimization tricks and your click price will come down and your sales will go up.

What is Pay Per Click Advertising? 

Basics about PPC Advertising

Pay-Per-Click (PPC) is an advertising method which makes use of search engines, websites and network traffic. A user clicks on an ad which directs them to a particular site. In each instance the click is paid for by the advertiser.
The 3 most famous PPC models are Google Adwords, Yahoo! Search Marketing and Microsoft adCenter.

After you have created your fist PPC campaigns you always need to optimize them. In the following I will tell you some important PPC optimization tricks.

Keyword Optimization 

PPC Optimization for Keywords

Do the following Pay Per Click Optimization for keywords:
  • Keyword relevance is very important! That means that a keyword is only good if it is relevant not only to the product you are promoting, but also to the actual page that you are promoting.
  • It is also very effective to advertise using keywords that include the product that you are promoting. You could use the product or company name.
  • Also be sure to use singular and plural keywords. This will bring you also more traffic.
  • Use also misspellings in your keywords. Although these keywords do not receive high amounts of traffic, you can obtain high quality traffic with them.

Campaign Optimization 

PPC Optimization for the Campaign

Do the following Pay Per Click Optimization for the campaign:
  • Set your daily budget a bit higher as you would normally because Google is unlikely to reach this limit.
  • Turn off the Content network because for a majority of products the content does not convert into sales.
  • The actual text within your ad should contain the exact keywords that are within your ad group. Make sure that the keywords are all relevant to your ad and product.
  • create also Ad Groups. This is just a way to organize your keywords but it helps a lot. This groups should only have a small amount of keywords in it. I would not take more than 20. This technique will increase your CTR (click through ratio). In order to create highly relevant Ad Groups it is important to group your keywords together using the "common" keyword method. If all keywords have at least one common word you will be able to use this word in your adcopy (title and description).

Ad Copy Optimization 

PPC Optimization for Ad Copy

Do the following Pay Per Click Optimization for the ad copy:
  • Use your common word in the adcopy as much as possible , but most importantly use it in the title.
  • Use call to Action Phrases. It notifies the searcher that they will have to perform some kind of action within the website that they are about to visit.
    Example: "Sign Up to....", "Join Now...", "Click Here...."
  • You should always be running split-tests. They are free, setting up the test will take you less than a minute and most of the time a tiny change can boost your Click-Through Rate (CTR). For example I once replaced the word "amazing" with the word "great" and CTR went up 46%. That's a huge improvement and all it took was a tiny change. Unless you constantly test, you won't know what works and what doesn't.
  • Eliminate Non-Buyers. Display the price in the ad and it will only attract people who are willing to spend money.

Ad Position Optimization 

PPC Optimization for Ad Position

Do the following Pay Per Click Optimization for the ad position:

Try to get your ad between positions 2 and 6. THere are two ways you can increase your ad position on Google AdWords: by raising the bid amounts and by making the ad more relevant - or a combination of both. On Yahoo! Search Marketing and Microsoft AdCenter, ad relevancy is not an influential factor; they only care about bid amounts.

Ads at the top get much more traffic than ads on the right side.
But ads in the first position always get a lot of unqualified clicks because people tend to click before they read. For that reason, advertisers in the first positions end up paying for a lot of junk traffic.
There is one case where it really makes sense to be number 1. Google can sometimes put your ad above the organic results instead of on the right side of the screen. If your ad is very relevant and your bid is high enough, you'll get there eventually.

Conversion Rate Optimization 

PPC Optimization with Conversion Rate

Do the following Pay Per Click Optimization for the conversion rate:

The conversion rate optimization is the most important component of a PPC campaign optimization. You have to figure out what keywords convert very well and which ones convert poorly or don't convert at all. Then there are a few things that you should do about non-converting keywords: get rid of them, add negative keywords to your campaign (if people are searching for "free widgets" and you sell widgets, add "free" to the list of negative keywords) and/or lower the bids for these keywords. If you have keywords that convert very well, this is what you need to do: perform more keyword research and add similar keywords to your campaign, create an ad group for these specific keywords so you can keep a closer eye on them, increase the bid value and use these keywords to do Search Engine Optimization (SEO) or PPC using other search engines.

Relevancy Optimization 

PPC Optimization for Relevancy

Especially for Google it is important that you check your relevancy.
So do the following Pay Per Click Optimization for that:
  • Ad Writing:
    Use the exact keywords within your ad group in both your ad title and description.
  • Word Count:
    Your landing page need to have a significant amount of relative content listed on it. There should at least be 500 words on your landing page.
  • Keyword Density:
    To get the lowest minimum bid on your keywords you should have a keyword density of around 5%. Be sure to use your keywords in the title, headlines and all around in the content.
  • Keyword Targeting:
    The more targeted your keywords, the lower your CPC and minimum bid price will be. You should try to use all the keywords within your ad group on the landing page, at bare minimum, the common keyword.
  • Landing Page Filename:
    Name your file according to the main keywords that you are advertising.
    Example: www.yoursite.com/keyword(phrase).html
  • Speed of your Landing Page:
    Optimize also your landing page for more speed. Try to use smaller pictures (shrink the size of the file), don't use flash animations, shrink your HTML code as much as possible.

Conclusion 

As you can see, it is very important to know about PPC Optimization. Your succeess will not be as expected if you don't do it.
I can recommend you a very good ebook, where you learn all about PPC Optimization and Pay Per Click itself. It is called Beating Adwords and is written by the two highly successful marketers Kyle and Carson.

Learn more about Google Adwords HERE!



If you want to learn more about internet marketing as such I can highly recommend to join Wealthy Affiliate University.
Here is a short introduction:
Wealthy Affiliate offers Internet marketing training on how to harness the power of the Internet to sell products online and build online businesses. We teach individuals how to make money online without owning their own products or services, and also train business owners how to drive new leads and customers to their websites.

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