Advertising products and services online has become the norm rather than the exception not only for brick-and-mortar businesses but also for ecommerce enterprises. According to figures published by the Interactive Advertising Bureau (IAB), online advertising revenues for the third quarter of 2012 topped $9.3 billion.
This is in addition to $17 billion spent by advertisers during the first half of 2012. However, setting money aside for your online advertising campaign is just one of the first steps. One of the others important things you must do is to manage your advertising campaign properly. Fortunately, you can use pay per click management to do that.
Overview of PPC Management
When a web user clicks on a PPC advert, the advertiser has to pay the relevant search engine whether the web user leaves the website after a few seconds or goes on to take the desired action. This means that if one does not manage the marketing campaign carefully, it is easy to spend large sums of money on PPC and still end up with little or no sales at all.
Pay per click management involves the careful optimization of landing pages, keyword selection, the use of creative and captivating ad copy, as well as geographic targeting. This is to ensure that your online advertising efforts register a positive return on investment (ROI). Here are some tips that you can use to manage your PPC marketing campaign better:
Besides selecting the relevant keywords for your website, you should use negative keywords as well to ensure that search engines will never show your ads for searches that contain the negative keyword. For example, if you are using the keyword “party,” you may add “bachelor” as a negative keyword.
This means the search engine will not serve your ads to web users who type in the word “bachelor party.” Use a search query report to find out the keywords people are using to get to your ads. Leverage the power of this information to come up with new negative keywords.
Leverage the Power of Dynamic Keyword Insertion (DKI)
Broadly speaking, Dynamic Keyword Insertion (DKI) is the use of variables in your ads. When a web user types in one of your keywords as a search term, dynamic keyword insertion incorporates your variables into this search term. This increases chances of web users clicking on your ads.
Reduce the PPC Bounce Rate
The fact that visitors are trooping to your site does not mean that all is well. If these visitors leave without taking the desired action, it means that the PPC bounce rate for your site is quite high. Remember you are paying for every hit regardless of whether visitors buy your products or not.
If the landing page for your site takes too long to load, the majority of visitors will definitely head elsewhere. Overpricing your products and services will also result in a high PPC bounce rate. Other factors that can influence the PPC bounce rate include using the wrong keyword and selling a product or service that is not in demand.The rule of thumb is to ensure the bounce rate for your site is anywhere between 40 and 60%.
Marketing products and services online requires a good grasp of advertising techniques. This is especially true for business owners and entrepreneurs who rely on pay per click advertising. Statistics published by eMarketer and ComScore show that online ad spending in the US will reach $62 billion by 2016, which will almost be double the $32 billion spent by advertisers in 2011. Some of the tips that you can use to manage your PPC campaign include reducing the PPC bounce rate, dynamic keyword insertion (DKI), and the use of negative keywords.
The author is an Internet Marketer based in New York who assists both big and small businesses with their online marketing campaigns.