Pay Per Click Search Engine Management

Wed, Oct 21, 2009

Pay Per Click Search Engine Management

Intro

PPC search engine management can be a devastating pit fall and terrible set back for someone who isn’t prepared for it. It’s a great tool and a huge technological advancement for marketing. In this post I’ll cover the basic ground in pay per click search engine management. Starting with Keyword research and strategy

My oh! My, Keywords

As every internet marketer, old and new, should know that Keywords are the real estate of the internet world. The more you have, the wealthier you will be. PPC is no exception. While you generally do keyword research to dominate google organic, we will be doing keyword research for pay per click marketing. Generally, you need to keep an eye out for 3 components

Searches Per Month – Not unlike organic keyword research, this is standard in pay per click search engine management. Look for high numbers in this field
Commercial Intent – This isn’t a number value, its suppose to be common sense but I know from experience that I can lose sight of the simple things. Commercial Intent is thinking about how likely someone who types this search term in is to be interested in the product you are promoting. Kind of confusing. Just make sure you bid on keywords that could actually convert your customer into buyers, the easiest way is finding keywords that indicate they are interested in purchasing something. For example “Digital Camera X’s Prices” that keyword indicates high commercial intent. These can get expensive as the CI get’s higher.
Cost per click – The amount you pay per click. Expect higher searches to yield higher cost per clicks.

Tracking Your Results

I couldn’t think of anything clever for this sections title. So we’ll just jump into it. Tracking is vital to any successful internet marketer. You have to know what keywords produce sales and which ones just suck at your budget. I recommend a service like Tracking202. It involves a complex coding system that can track your keywords in detail. They have an amazing support section at tracking202 with detailed videos.

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Basically, do a monthly evaluation or a click cap limit evaluation. When you reach the deadline be it 200 clicks or 1 month of running on that keyword, look at the results. Analyze each keyword, it’s more than if they made a sale or not. How many sales do they make and do they produce a positive Return on investment? Are they close to a positive ROI? This could be the most important part of pay per click search engine management

My General Rule

No sales – Ditch it, plain and simple. The other option is to re-optimize your landing page and offer but I’m not a big fan of that.
Positive ROI – Great, now strive to lower Cost per clicks and increase click-through rates
Negative ROI – Means you made sales but they didn’t cover ad costs. This can be a gray area. I recommend seeing how close you are to reaching a positive ROI and adjust ad costs to meet it. If you can’t find a happy medium then ditch it.

Bidding Strategy – “SOLD! For one dollar to the man in the black hat”

I believe my school of thought behind bidding strategy is different than most. My basic pay per click search engine management process goes, calculate a positive ROI with a conversion rate of 1% (that’s the standard). Find out how low your ad costs need to be to reach that ROI. Then bid for the number 1 position for the search term. This will yield higher Click Through Rates which is vital to scoring high with Google’s quality score. With a high quality score you can lower your cost per clicks and keep the top position. See pay per click search engine management isn’t so hard after all. So run your ad at the number one spot for about 500 clicks. I’m afraid you’ll just have to bite the bullet on this one, but hey, it gets better. The most important thing is optimizing your ads to get the highest click through rate possible and getting the best quality score you can. Then you can incrementally start lowering your bid costs and keeping the same traffic results. This is how you survive in PPC these days. Just be clear on your goals and strive to reach them. If you can’t then you’ll have to make the decision to pull the plug if there’s no solution. You can always try to increase conversion rates (which you should be doing anyway).

Pay Per Click Search Engine Management – A Day To Day Guide

With the start of a new campaign you will have to keep a close eye on your ads. Basically check it every week and make adjustments according to what is needed. If your bid costs are to expensive but your CTR is really high, start lowering you bids. If you have low CTR then re-write the ads to get more clicks. If you have keywords that fall below the first position, increase the bid to gain it back. There is a lot that goes into management and I cannot dream to cover even half the strategy here but I know of a very detailed course that does. It’s called commission blueprint. In it, there is a very advance PPC Strategy similar to the floor plans I’ve laid out here. If you want to get serious about Pay per click search engine management, this is the place to start.

Expand and Explore

After a solid month of running ads you should know which ones convert and which don’t. This step involves expanding upon what you know works. Simply, take all the keywords that make sales and yield positive ROIs and create keyword lists based around them. This can be a very fun and insightful experience in your pay per click search engine management career. You are looking for longer tail keywords that are more specific to the theme of the profitable seed keyword. Get specifics on the keyword and keep it relevant to the seed keyword in question. Commission Blueprint also has a very detailed keyword strategy in it and this tactic is explained in detail in it.

Commission Blueprint 2.0

I know this post is far from detailed, it’s not meant to be. It’s a general overview of my personal process. For those of us that like to create, you can take these guidelines and create your own detailed blueprint. Follow it faithfully and modify it to be profitable. But for others, like me, there’s a very informative blueprint already produced and proven to generate profits called Commission blueprint. It’s a very comprehensive course that not only covers Pay Per Click Search Engine Management but all about making sales with PPC and even some organic search engine tactics. It covers how to create landing pages that get great quality scores and turn clicks into cash. It’s a blueprint to have your very own internet marketing business. The course is geared toward affiliate marketing but can easily be applied to any business seeking to go online. If you would like to get access to this powerful marketing tool. Click The Link Below