Getting the best out of PPC

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When pay per click or PPC first came into being, it was just about finding the right keywords, creating a good ad copy based on it and then entering your credit card number into the program to reap the benefits.

But with all things Internet related, this has now evolved into a system by itself and is a bit more complicated than that. If you plan to get into PPC, here are a few pointers you can consider. When PPC first started, one good include 100s of keywords in the copy, at the risk of destroying the message. It did bring in the returns then. But there now exists what is known as the Quality Score.

This reduces the burden on PPC managers and ensures that a copy is not peppered unnecessarily with a range of keywords. What is best done now is to choose the top ranking keywords there are for your subject and not including more than 10 to 15 of them in the copy. Repeating them as many times as possible without sounding odd will improve your chances.

Never underestimate the importance of bidding on your brand. This is irrespective of whether you are number one organically for your brand or not. Trademark laws are currently such that competitors can bid on your brand name and promote exclusives and deals that are not necessarily yours. For all the brand terms that you use, you are sure to get a good ranking online.

It is also extremely important for all PPC based advertisers to test their ad copy. This is seldom done. The best way to go about this is to write one you think with work with the audience well and another that may seem a little whackier. Put these out and see which one works best. You will get the results fast enough thanks to PPC and will know what will work best.

It is important to sign up to a third party analytics program in order to gauge which are the keywords that are actually converting to something worthwhile for you. This is another exercise that is not given the importance that is due to it. Tracking the keywords is what will tell which one is working and which is not. This will be based on customer satisfaction with the call to action given at the end.

Make sure that you get the basics of PPC right first before you actually venture into doing something that is more complicated with the program.

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