Better PPC Management

In recent years, one of the bigger changes in pay per click advertising has been the importance that the PPC engines put on Click Through Rates. How often and ad gets clicked is now a major part of the quality score algorithms of the PPC engines. Paying particular attention to these numbers and fine tuning them can help you rise up in the rankings, but also even lower your costs per click.

There are a lot of ways to improve click through rates. Most of them require some rolling up of the sleeves and some consistent effort. If you are not up for that, then consider hiring a PPC management company to do that work for you.

The Importance of Targeted, 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.

Unfortunately, if you have one of those accounts with tons of keywords under just a few ad groups, you may need to restructure your entire account. Again, not a pretty process scrapping all the work you have done. And, again, this might be an area where you consider outsourcing to a professional.

Negative Keywords

As Click Through Rates are more vital to success in PPC, so too are negative keywords. Negative keywords are words and phrases that you want to exclude your ads from appearing on. If you sell software, you may want to make "free" a negative keyword, for example, so you don't appear under keyword variations of people looking for free software. Negative keywords not only save you from unwanted clicks that cost you money, but unwanted impressions. If you reduce those impressions, your CTRs will rise.

Ad Copy Improvement

One of the bigger items to look at is your ad copy. Do you have a compelling ad? Is there a call to action or a value statement of some kind? You want to push the right buttons. And while there are a number ad copy tricks that can do this, the best method to improving your ads is split testing.

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.

Article Source: http://www.orbitaloc.com/

Josh Prizer is a Senior Account Executive and PPC Expert who works for Zero Company Performance Marketing, a ppc management firm. Visit his site to learn more on how to improve your PPC ad accounts and results.

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