Pay Per Click Marketing is a valuable component of your web marketing strategies. Unfortunately so many people believe in setting up the account, write some ads and set a budget and let it take its course. Pay Per Click (PPC as we call it) can only work for you if you make it a point to pay attention to it on a regular basis.

The beauty of PPC is the ability to add, delete or modify ads anytime you wish. If you sell products online and rely on the holiday season for your sales, this is absolutely critical for your web business to focus on.

Testing ads means just that; test an ad to see how well it is working for your business. You should many categories handy in your campaigns. For example, create a sale category in your campaign and use it soley to test various sales and offers you plan to run. Ads should point to various pages and not soley on the home page. Let’s say you want to offer a “Refer a Friend and Receive Free Shipping”. It would be wise to create a web page specifically for this target. This page should speak of the offer, and display some items of ‘choice’. 

PPC programs such as Yahoo will allow you to set up time limits on your campaigns. This means if you are indeed running a promotion, you can easily set it up to run the amount of time it’s available. Even if you are not running a promo, this is yet another great way to test your ads.

Beyond testing, you have to make sure you are tracking. Just about every big PPC search engine out there offers some form of  tracking or analytics. You should be able to see where your buyer came from to determine which ads work better than others.

Just applying  1-2 hours a week can make a big difference on how well (and how much you spend) on your Pay Per Click campaigns.

This entry was posted on Thursday, October 25th, 2007 at 4:34 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.