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PPC Management - Then And Now

By: Kirt Christensen

There was a time when you could get top position on high-volume, nonspecific keywords like "China" or "business" or "running" or "headache" for as little as $0.05 a click. If you did a Google search on one of these terms, only one or two results would show up, telling you that clicks were available for ultra cheap.



But as an advertiser you had a difficult time getting these general terms to convert, particularly before the advent of phrase- and exact-matching were in use. When someone entered a keyword there could be any one of a number of different specific things on his mind that he was looking for. The chances that he would click on your ad was slim and there was an even a slimmer chance of his buying your product.



Now the rules have changed in the world of PPC management. There's no longer a minimum CTR, so maintaining a certain number of clicks isn't an issue. And advertisers are much smarter now than they were even two years ago and are turning these generic terms into profitable information marketing opportunities.



So currently it is worth the effort to put bids on the highly searched, general keywords. The question is how do I make them work?



Here is how to do it:



Change your ads until you find a winner. Make copy changes and run trials, then more trials. This can be a lengthy process with plenty of failures but the victories will come if you will be willing to try and try again until you get a winner.



Utilize the full benefits of negative keywords.



With your ads you want those who you don't want clicking to be disqualified. When you offer "Golf Instructions: Free" you will get unsuitable folks clicking. However if you offer "Golf Video $49" those who are serious and likely to buy will be the ones clicking.



Market information, not just products. Send people to a landing page that collects opt-ins, and offer a free guide, a tutorial, or an e-mail course of some kind, which will establish you as an information source, create longer-term customers, and grow your visitor value to where even the most generic clicks are worth getting.



New Concepts of PPC Management



Each keyword in your list is actually its own market.



Each keyword stands for the state of mind the person had when typing it.



Behind everything explicit that your customers type in when they're searching, there's some want, need, question, or assumption, they have (but may be completely unaware of).



Some keyword markets are bigger than others.



Some keyword markets are more competitive than others.



Some keyword markets produce more dividends for the winners than others.



Some keywords will have an overabundance of competitors making the bid prices above market value and unrealistically high.



In contrast some keywords are left out even though using them would bring you to a stronger market with better responses, and they can be found using a reliable keyword tool.



If you want buyers, instead of lookers, display for your customer his thoughts and feelings. That is when he will buy.

Article Source: Free Content Articles Directory

With over ten years of experience in google adwords management , Kirt Christensen, will share his expertise in PPC management, by presenting you hints he found that work (and some that don't work). www.managemypayperclick.com">www.managemypayperclick.com

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