Pay Per Click October 26th, 2012
You’re prepped and ready. You’ve been in training for months and the pay per click advertising race is on. How do you become the best pay per click management expert? How do you dazzle all those around you with your pay per click advertising skills and know-how? How do you make pay per click work for you and increase sales without investing more money into your campaigns?
The following 4 must-dos are for budding ultimate pay per click fighting champions; those pay per click managers who won’t let anything get in their way of ultimate pay per click management success.
Get the basics right and build your empire from the ground up in style.
Without a shadow of doubt, you must split up your paid search campaigns from your Google Display Network campaigns. Paid search is definitely more about sales, conversions and driving traffic, whereas Google Display Network advertisements are all about improving branding image and generating trust / authority online.
There is no real conceivable way in which you can manage both kinds of campaigns from the same campaign with the same keywords, the same advertisements and the same landing pages. One kind of audience is looking to research, to learn and to discover. The other kind of audience is looking to buy or to sign up.
The Google Display Network also allows you more freedom in terms of image and video-based advertisements, something that cannot be got from paid search campaigns. What’s more, the Google Display Network campaign structure is entirely different to that of the Paid Search Network and this affects the way in which you can bid.
One of the main differences between a branding campaign and a sales campaign (or non-branding campaign) is that it is best not to put a budget cap on the keywords you select for your branding campaign. In general, you want to be able to control what you spend on a set of keywords for your branding campaign by increasing your Quality Score and securing highly ranked advertisement positions at low costs.
It is also important to separate these two kinds of campaigns so that you can gather separate data on the same and better understand the differences between the performance of your branding and non-branding efforts.
You can improve Internet user experience on your landing pages when they are split into branding and non-branding landing pages too. You can focus on providing lots of information about your company and its projects / futures objectives for those Internet users who are interested in learning more about what you do and you can make the conversion process as quick and easy as possible for those people who simply want to buy your product or signup to your service.
Technology is forever changing. Advertising style and focus must change with it. Websites do not look the same or function the same on mobile devices as they do on laptops or PCs. This has to be taken into consideration when running online marketing campaigns of any kind because a lack of attention in this area probably means that user experience will be poor.
Above and beyond that of user experience, setting up different campaigns for different devices makes a lot of sense because you can better control how much money you invest in each device. You might find that you sell more when users are searching via mobile devices and you can adjust where you spend the majority of your advertising budget accordingly.
Keywords will probably be different for each device too and landing pages must change in style, format and focus in order to make user experience easy and carefree. Any opportunity you give for your target audience to hit the back button and try out the services of a competitor means a poorer return on investment.
If your business operates in more than one very specific place, your campaigns should also be separated in terms of geo-targeting too.
For example, your business might be physically located in California, but you might sell your products across the whole of the US. What’s more, you might find that what you sell in Texas (the products that people seem to love buying there) and what happens t be popular in San Francisco is totally different. Therefore, you will want to stop advertising certain products in certain locations and concentrate on advertising the products that do end up generating lots of conversions.
On a larger scale, your business might be international (or you might have aspirations about making your business international) and this might mean that you need to advertise in different languages. This will require a complete overhaul of your campaigns and your site to including keyword development, advertisement text and landing page content in more than one language.
Prices of products, or the products that are available for shipping, might change depending on the country and your keywords, advertisement copy and landing pages will need to reflect this is you really want to see good returns on your investments all over the world. This is obviously going to the extremes of geo-targeting, but the point made is clear.
If there is little else that you manage to do in terms of pay per click campaign organization, at least make sure that the four must-dos above have been taken into account from the very beginning. The results you start to gather after the first couple of months will make this kind of campaign structure research and development thoroughly worth the time, money and strategy that you invest.