A pay per click (PPC) advertising campaign is a type of paid search marketing that generates high exposure for a website using Google's AdWords service. A PPC service targets a massive audience over Google's vast ad network by keyword bids for their clients' websites.

Five valuable tips to help properly manage your pay per click campaign:

1. Keywords- select and test

Keywords remain the most important task of PPC advertising. This three step process involves first selecting keywords, bidding correctly for them and finally, grouping together sets so that click-through rates are maximized for your website. The advantage of keyword grouping is that pinpointing a single keyword is simply ineffective. A global platform demands a global approach to advertising. In addition, keyword grouping shoots up click-through rates and decreases the cost-per-click.

2. Set targets and monitor closely

Maintaining proper metrics, creating a target schedule and using monitoring software protects your ROI (return-on-investment). Since keywords are the most pivotal aspect of PPC, the success depends solely on their performance. Monitoring progress daily, weekly and monthly will help grasp changes that are needed in the selection of words. At times, one expensive keyword may be better than five inexpensive ones. But not always, which is why targets and monitoring is vital.

3. Fight Click-fraud

If you understand the effectiveness of paid search marketing and set aside a robust budget for PPC ads, click-fraud is the only problem that can cause substantial damage. Combating click fraud can be done in a variety of ways like blocking or excluding IP ranges, opting for continent-specific adverts and reporting to the service. Be careful of IP range blocking since it may exclude both your competition and your (potential) customers.

4. Design an effective Landing page

The traditional approach to PPC meant a link on the ad to your home page. This outdated practice is ineffective, especially while running a paid search marketing campaign. A special landing page must be created for potential customers that click-through. The landing page must be a relevant, properly laid-out and user-friendly page that has a marketing look. Target a conversion in any form, whether it's a registration or a sale.


5. Create successful ad copy

Ad copywriting when successful properly targets your desired customer base, and then attracts only traffic that will utilize your services, i.e. high conversion rate. With the right copy, this vital promotion of your products or services can create a buzz and generate curiosity among consumers. Since you are paying per click, targeted ads can work as a cost saving function to narrow down those likely to convert from the rest.

At Convonix our SEO & PPC consultants talk to you to understand your business and your business goals before providing you with a SEO and PPC strategy.