What do you know about Pay-Per-Click Management?
October 13, 2008
Managing your own Pay-Per-Click Campaign (Part 2)
October 27, 2008

Managing your own Pay-Per-Click Campaign (Part 1)

If you are looking to start and run your own PPC campaign there are a few things that you need to consider. Below is a brief list that our company has learned about the basics of managing your own pay-per-click. Instead of jumping into a pay-per-click campaign and immediately blowing a ton of cash, keep these simple pay per click tips on hand:


1. Leave your Bold Attitude and Pride behind. It is very tempting to get into a bidding war with others, just for the competition…(guys you know what I’m talking about) don’t do it! It’s not worth it.

2. Calculate your profit on the items you are advertising. How much are you actually benefitting from having this PPC campaign? If you only making a couple of bucks per sale, it may or may not be worth having a pay-per-click campaign. However, what are your biggest motives for getting this going? Once you decide that, don’t forget it.

3. A Simple Calculation for your conversion rate. Check your websites’ analytic statistics and find out how many clicks it takes to make a sale on average. This is a helping factor to determine how much you can afford to pay per click, or what your budget should be [daily/monthly].

Let’s say you have an item that gives you a $30 profit margin, and it takes you 100 clicks to get a sale. This means you could bid 30 cents per click (…again average) to break even. However making sure you target your pay-per-click campaign for the right keywords will likely give you a better conversion rate.

4. Make an aggressive budget and stick with it. If you can’t afford more than 55 cents per click, don’t continue to bid higher. There are always other ways, or more targeted keywords to be found. Remember that your ad is not solely positioned based upon price, there is a quality score accessed to it based upon a combination of price and how well the ad performs. Even if you aren’t on the first page, you will still get clicks. Maybe, not as often…but you will still get clicks even if you are 3 pages in, especially on frequently and popular searched key terms.

5. Give your campaign an efficiency boost with optimized landing pages. If you have an online store with a variety of polishing or car care items and you are bidding on “metal polish”, don’t send them to your home page. They may not be able to find the exact metal polish, or your closest polishing product, and that’s what they are looking for.

Remember that people are searching certain key terms looking for something specific. The faster you can put the information or product in front of their face, the better chance you have to make a sale or conversion.

Landing pages are also great to figure out the “true” conversion rate. You can place analytics on this page to find out how many people are buying. You can add a “thank you” page that the customer is directed to after they make a purchase.

6. Try different ad variations for different products. If you are bidding on the terms “Men’s Running Shoes” and “Nike Running Shoes”, write separate ads that will capture the attention of the searcher.

Take a second to imagine with me – if you were searching for “Nike Running Shoes” yourself and you saw an ad that said:

“Discount Shoes”

Then you saw an ad that said:

“Nike Running Shoes Sale”

Would you more likely click on the Nike ad? Probably – and statistics show it!  That is the whole idea.


Check out Managing your own Pay Per Click Campaign Part 2