So, you’re running Paid Placement Campaigns (PPC) in Google, Yahoo, and MSN. You have set them up and you’re finally getting visitors to your site. That’s all you need to do, right? Wrong! It is absolutely imperative to ensure that your paid campaigns are running properly, and that you are using the most effective keywords and ad copy, bidding appropriately, etc. One of the biggest mistakes often made is to sit back and let the campaigns run on “auto pilot”. I can pretty much guarantee that your competition is not doing that and therefore, you should not be either.
That being said, how do you improve the effectiveness of your campaigns? Sometimes it is just a matter of tweaking your ad copy or changing your keywords. Other times, it could be revising your match type or increasing your bids. Match type refers to the way an engine matches your keywords to the actual terms people are searching for. For example: Broad Match would be the widest range possible, which means you will get coverage for any variation of your keywords. This happens to be the default setting. Exact Match, on the other hand, would require the searcher to enter your keywords exactly how you have them in your campaign. This will obviously limit your exposure significantly. It might take some testing to determine which match type is best for you based on your particular keywords.
If you are willing to spend the time learning and researching, the engines can provide you with a great deal of valuable information to set up and maintain an effective paid campaign. If time is an issue (isn’t it always?) MoreVisibility can certainly help! Check out our June 2007 Newsletter for more information.
Getting the Paid Campaigns up and running is only the first step, making sure they are running as efficiently and effectively as possible is ongoing!