Managing Your Pay Per Click ROI

Managing Your Pay Per Click ROI

A Pay Per Click campaign needs to be closely managed in order to ensure the best results. As with any marketing campaign, whether online or offline, the main aim of the marketer is to find the best results for the lowest possible outlay. There are many important facets of a PPC campaign to consider in order to help achieve this goal. Minimising spend and increasing site visitors are the two main goals, but how can they be effectively achieved?

The Right PPC Networks

Google Adwords is the most well known of all advertising networks. It commands the greatest number of clicks, but unless managed closely, it also demands the greatest bid price for many keywords. For most PPC campaigns, Adwords is an essential advertising stream because of the vast amount of people that use it. By finding the right keywords and not bidding too high, it is possible to get a lot of clicks for comparatively little cost.

When looking for other PPC advertising streams, advertisers should try to strike a healthy balance between exposure and cost. The least popular networks will have the lowest click prices but receive very few visitors as a result. The PPC manager should always optimise campaigns to get a reasonable amount of exposure for an ad.

Keywords

Your choice of keywords is also highly important. The wrong keywords may cost far too much to be profitable, and there´s a reasonable chance that they will be too generic for the best conversion results. Generic keywords are always more popular than more targeted keywords. As such, they will inevitably cost more money every time an interested surfer clicks your ad. However, another factor to consider is that the more targeted a keyword, the more targeted the visitor. This means greater conversion rates from the surfers that do click your links. As a consequence, choosing the right keywords can mean lower click prices and greater conversion rates.

Bid Price

A lot of different factors determine the price you will pay per click. As well as the popularity of the keyword, you should also consider that seasonal keywords will vary in bid price throughout the year, and most keyword prices will even differ through the course of the day. Careful monitoring of bid prices for all of your existing keywords, as well as potential ones you don´t currently use, can help to identify powerful trends.

Balancing the amount of exposure you want with your budgetary requirements is vital. Doing this well is the one thing that will set a powerful PPC campaign apart from one that needs optimising. Your budget needs to consider monthly, weekly, and even hourly spends, as well as the cost per click.

Monitoring And Optimisation

It is important to carefully monitor the situation with any PPC campaign. What may have been the best bid price, for the most effective keyword one day, could very soon change. Without monitoring and optimising the campaign you could end up paying more money for poor value clicks. Above are just some of the more important factors you should consider, but there are many others. Micromanagement is absolutely necessary if you wish to get the greatest possible Return On Investment from your campaign.

Every campaign for every website is unique. In fact, what will work well for one web page of a site, is unlikely to yield the same results on another page. This is primarily because of the keywords used and how well targeted visitors are to the specific page they land on.