Better PPC Management | Pay Per Click

By JoshPrizer
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Word Count: 510

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.

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.

Relevant Keywords

Consider the person typing in the keyword you are advertising on. They want information on that topic. So, make your ad copy speak to them. Put the keyword phrase into your ad copy, if possible. Of course, this may not be easy to accomplish if you have one of those typical PPC accounts that pile keywords into ad groups. But the more you can address the person doing the search, the more your ad will interest them.

If you do have your campaigns set up with few ad groups packed with keywords, an account overhaul may be needed. Not what you wanted to hear, I know, since it may mean starting from scratch. But the effort is worth it. Again, if this is too much work, this is where a professional PPC expert can help.

Building Up Your Negative Keyword Lists

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.

Better Ad Copy

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.

Running multiple ads for each keyword -- split testing -- may seem like a simple process, but there are a few things to take into consideration. You don't want to end a test too soon or too late. You don't want to test for a few weeks straight and then not test for a few months. You want a consistent, constant effort. Over time, this pays off very, very effectively. If you don't make a commitment to it, you won't see much of an impact.

There are a variety of tricks and secrets to optimizing your PPC accounts. Putting added focus on those Click Through Rates is a good place to start. If you are in an especially competitive business and keyword marketplace, consider outsourcing to a professional. If you can't afford that added expense (although a good PPC expert will more than pay for himself), roll up the sleeves and get to work. Intelligent effort pays off.

About the Author

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 campaigns and performance.

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