Once you have a PPC advertising campaign established, the work doesn’t end. In order to keep a campaign running smoothly, and make sure you are making the most profit possible, you will need to constantly make adjustments in a number of areas. A common area of focus will be keywords.
Keywords generally fall into two categories: broad and niche.
The general keywords will be the ones which attract a lot of traffic but will generally lead to few sales as they may not actually be interested in your product. These keywords will be a much vaguer version of your desired field.
People using the niche keywords are more interested in your specific field. However, the niche keywords generally attract much less traffic. This decrease in traffic is usually offset by an increase in sales conversion.
Understanding keywords can lead to greater success in a PPC advertising campaign. One common cause of a failing campaign is poor keyword selection. While you want to draw people to your site, you need to make sure you are drawing people who will buy your product or service. Otherwise you are spending money on pointless clicks.
Use your PPC engine’s tools to track the amount of traffic being drawn in by you keywords. This can be done for each separate keyword for your campaign.
Next you will examine the conversion rate of the keyword, how many clicks convert to sales. As mentioned above, general keywords will have a lower ratio, with high traffic and niche keywords a higher ratio, but with less traffic, you need to assess the worth of each keyword. Remember every click costs you money.
Thirdly check the cost per click as opposed to the sales per click; this will be your profits. How much are you bidding on a particular keyword? Is it converting enough sales to justify the bid? If not your PPC campaign is costing your too much money and needs to be adjusted so that you can profit and not lose money.
Keep in mind that just as with many other things in life, keyword trends frequently change. What was a hot keyword yesterday could end up not performing at all tomorrow. Because of this you will need to keep watch on your keywords and analyze their performance.
If a keyword is failing to make you money, something needs to be changed. You will need to look at your bid, sales conversions, and traffic generated. As trends change these keywords will continue to need adjusted to keep them successful, or perhaps replace with more successful keywords. This will ensure a suitable ROI.
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