he Players
· Simplified management
The three largest PPC
companies are Google, Yahoo, and Losing Money With PPC
MSN. There are many other smaller
players on the market, but the Running a successful PPC campaign
above three own the search requires skills. It takes time to
market. Smaller search engines learn the ins-and-outs of PPC.
have minimal traffic compared to Expect to lose money, et least in
the big three. the beginning. Start with a small
budget. Think of the money you
Use the big three for the spend as tuition. You are
following reasons: learning a valuable skill that
helps you build a successful
· Yahoo, Google, and MSN handle business.
over 95% of all Internet search.
The smaller search engines have The following are among the most
little traffic. important subjects you have to
learn:
· They are reputable companies,
actively fighting click fraud · The buzz words such as CPC,
CTR, etc
· Quick feedback · Writing effective ad copy
· Testing ads
· Scalable performance · Bidding practices
· Ranking strategies
· Excellent tracking
Learning is important because you
· They provide higher quality are up against larger companies
traffic with more experienced PPC
managers. Not only that your Your conversion rate and your
competitors know more than you, average order size are the two
they might have larger budgets. most important factors
As you study your competitors’ determining your maximum CPC. The
PPC ad campaigns, you might be maximum CPC is not set in stone.
looking at something that has Improving you conversion rate
been tested for years. will decrease your CPC. Let’s see
how the results of the previous
Bid Management Strategies example influenced by doubling
your conversion rate. Your
Never start the bidding process average order size of $100.00
until you’ve determined the with a two percent conversion
highest amount you can bid on a will result in a much lower CPC.
keyword phrase. Pay no attention Now, with 2 percent conversion
to how much others are paying for you CPC is $1.00 instead of
a keyword. The two most important $2.00.
factors to determine Before you
do anything else, understand your As the cliché goes, if you can’t
conversion rate and your average measure it, you can’t manage it.
order size. If your average order PPC advertising is a business
size is $100.00, and your average process that has to be measured.
CPC (Cost Per Click) is $2.00 Understanding the numbers is
with a one percent sales essential as you determine the
conversion rate, it will cost you effectiveness of your campaign.
$200.00 to make $100.00. Sounds Is your business growing as a
like a bad idea. result of PPC advertising?
About the Author:
Web site design
Read more articles by:
George Meszaros
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