Setting Up A PPC Campaign

If you are wanting to get targeted traffic to your site within hours then the best way to do this is to use Pay Per Click (PPC) advertising. There are several major companies out there that offer this type of advertising for sale including Google and Facebook.

Basically PPC advertising is whereby you set up an advertising campaign but only pay when someone clicks through on your adverts. So if nobody clicks through on your advert then you do not pay anything.

PPC advertising works by companies bidding on the keywords or keyword phrases related to the service or goods that they are trying to sell.

However you will notice that I used the word “Bidding”, and this is because that you will have to bid against your competitors for your chosen keywords. The more competitive the keyword or keyword phrase then the more that you will have to pay.

On some sites such as Google adwords there will even be a minimum keyword price, which could vary from a few cents per click to a few dollars per click.

So to get your campaign set up you will need to carry out some very careful keyword research if you are to avoid paying too much, and also to get the best conversion ratio, as it is all too easy to bid on keywords that bring you lots of traffic, but that do not convert in to sales.

Then you will need to create your adverts, I say adverts and not advert as you would be well advised to carry out split testing with a number of adverts, ideally three or more. By running them over a 24 hour period you will be able to see which ones are bringing you the most traffic and eliminate the weaker adverts, you can also add in various sales tracking tools which will actually be able to show you which of your adverts converted into a sale. This may take a while to set up but is worth it in maximising your Return On Investment (ROI).

When it comes to setting up your advertising campaigns you need to be aware you will be limited to the amount of text that you can use on each line of the advert, there is no way around this so you will just have to work with it.

So now you have got your keywords sorted, and your adverts ready to run. Now you need to look at when you want your adverts to display and in which countries. This is because you set the times of day that you want your ads to appear, as well as what days you want them to appear on (As an example you may not want them to run on weekends or out of office hours).

You can also set which countries that you want your ads to appear in, and it is worth paying attention to this as there is no point advertising Worldwide if you just offer a UK based service.

So as you can see it takes some effort to set up a good PPC campaign, and if it is a new area to you then it may save you money in the long run to use a specialist.

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