| Pay Per Click Management |
| Written by Helen White | |
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Pay per click (PPC) search engine is gaining fast acceptance and popularity in today’s Net savvy age of business. Effective pay per click management paves the way for Internet marketing. It is the easiest and most effective way for online marketing. There are various search engines like Google, Yahoo that distinguish the paid clicks from their free links by highlighting them in colored boxes. These results will be displayed at the top. Pay per click management depends on the smartness of the entrepreneur. He/she can adjust the listing without going to debts. They can also list various keywords that will highlight their link. However nonconforming keywords get very little response. There should be captivating keywords to draw the attention of prospective customers. It is a quite challenging task to find keywords that can yield minimum five cents or ten cents per click bids. Sometimes the bid can go up to several dollars per click. This can generate better income in the pay per click search engines. Research needs to be done on that are the target customers for the business, analysis on keywords and the average bids for those keywords. There are search engine optimization professionals who are being outsourced for doing this job. There is tough competition in this business and those entrepreneurs who are in this business has to be up to date by doing research on pay per click management and finding out various ways by which they can beat their competitors, by assuring ‘return on investment’ to their prospective customers. The PPC management tools approved by search engines are Atlas Onepoint, Bidrank , Dynamic Keyword Bid Maximizer and PPCBidTracker. There are three major tips on how to improve pay per click management • The keywords have to be more focused. • The ads have to be split tested. • The conversion rate including how the keywords are effective in sales and how effective is the landing page. The Landing Page is the Web page where the customers are being directed. It can contain any information regarding buying a product, newsletter, downloading a software etc. The entrepreneur has to focus on the look, feel and content of the Landing Page. It is imperative to convert prospective customers into buyers. The Landing Page has to captivate the customer and they should be tempted to buy. The entrepreneur should think of many ways in improving the Landing Pages to earn better. The conversion rate is the rate at which people buy. It depends on the number of customers who visit the website. It is calculated by dividing average visitors by average sales. The next calculation is of the net profit per sale. Subtracting average expenses from average gross revenue and dividing the number by average sales will generate this. The pay per click should be the number of times the visitor visits the webpage. This will yield a good return on money. Then the person can do a keyword research and find out which keywords are best to bid. While setting up the pay per click campaign, he/she can set up an optimum budget that will generate pay per click and not beyond that. Strategic movements are vital in this game. There are two main ways to convince the customers to buy. The entrepreneur has to find out from marketing experts how to increase their pay per click conversion rates. They can test different configurations on their Landing Page and observe and track the conversion results. This way they will get to know the performance of all the ad groups and explore how different keywords react to the same Landing Pages. There are tips on how to use the Google’s Ad tracking Code-The entrepreneur must have his/her ad campaign and a Landing Page ready. First the Google adwords account page should be opened and then campaign management and conversion tracking. On hitting the start tracking conversions button a set of instructions will appear. The person has to choose the language and security level. Then he/she should enter a value of their net profit sale. The page has to be refreshed. The text box containing the code has to be clicked. Then the person has to right click and then copy pastes that code into a text file. They have to continue clicking. The page where the tracking code is entered is the page often visited by customers. This is the Thank you Page. Back up of this page has to be kept. This page has to be opened in html editor. The Adwords conversion tracking code should be pasted, saved and uploaded. The person can test if the tracking code is functioning properly. He/she can click the link in the ad, which will redirect the thank you page. If set properly it will register a sale. |
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