I have seen many companies throwing money like nothing to pay per click advertising. Here’s few tips, briefly, on how to improve your ppc campaign effectiveness, mainly for Adwords:
1) More Emphasize On Landing Page
A lot of people simply direct their ads to their main page, or product page. This used to work but not after Google did a landing page quality update 2 months ago. What constitutes a good landing page? Read these guidelines.
2) Fear The Click Fraud
Fraud clicks are everywhere. No matter how much the google spokesperson is telling you how their algorithm can automatically keep track of fraud clicks, don’t believe it. Because frauders will always find a way to get their piece of cake under the radar. Still not convinced? Business week featured “Click Fraud’ in their yessterday issue.
So how do you spot the click fraud? I can make a post from that, but briefly speaking, check your analytics stats. Three indicators can tell a click fraud: Click-Thru-Rate, Bounce-Rate, Length of Visit. If any of those appear ‘abnormally’, report them.
3) Check The Stats
Google analytics is the best thing you ever need, and it’s free. Learn to use it. Learn to check which keywords perform best for you; and which doesn’t and put them as ‘negative keywords’ (to lower your spending).
4) More Trials On Different Ads
Despite so many guidelines on the internet on how to write the best ads, they really have no idea about your business. You, on the other hand, knows best about your own business. So, to determine which ads perform the best, write more ads with different approach, with different mind, with different words, with different format. Try all them out for a period of time and stick with the best performers.
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