Pay per click advertising (Google ads) must have caused more elation and sleepless nights than anything else on the internet. The negative stuff is caused in the main, I believe, by lack of any pay per click management .
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Market research,organising a list of relevant keywords, writing the ads and getting them uploaded to the web requires a lot of effort. It’s at this stage that, without any ppc strategy, that a lot of expensive mistakes are made – often very expensive.
OK lets assume that your four line ads are now being displayed on Google’s search pages, but where should they be in that list to the right of the page and what should you be paying per click ?
What follows is my own way of conducting a ppc campaign and I really do use it on a daily basis. This method works – well certainly for me - but I am not claiming that you will make money or that there are not other approaches out there that you may prefer.
To begin with I would have around 150 ad groups in my ppc campaign, there would be one keyword in every group in the three formats available. With two ads, you keep an eye on the ‘click through rate’ of them both so that you can replace the poorest performing one. Your keyword must be the headline of your ad and where it is greater than twenty five characters long it will be substituted with a suitable phrase you have ready. The three forms of the keyword are broad, phrase – which has “ “ around it and exact which has [ ].
My opening bid is 2% of the profit I will make from a sale – what does that mean ? Lets take a situation where my profit on a sale is $30, two per cent of that is sixty cents – my opening bid.
In your adwords account, locate and click on ‘edit campaign settings’. I sell only to the major English speaking countries so, using the option at the foot of this page, I opt for the USA, Canada, The UK, Australia and New Zealand. Deactivate the ‘content’, make sure the ads are set to ‘rotate’ and most important of all type in your budget. Remember, avoid sleepless nights, so set your budget at something you can easily afford.
For ads to appear ‘above the fold’ they need to be in positions 1 to 5 usually, but I advise you not to aim for the top two spots, you will pay less and still get plenty of clicks in 3rd, 4th and 5th place. Getting your ads just where you need them to be and reducing your costs per click will be the subject of another article.
Making good money by advertising using Google Adwords ads is possible but only with the right per per click management strategy.