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Misconceptions regarding the PPC Campaigns!!!

By: ginfop1

There is a common Pay Per Click (PPC) misconception floating around out there for Google Adwords. Many search marketing specialists believe, because “broad” match is the default and arguably the most common match type, it is the match type that has the highest cost per click (CPC) for good ad positions. So these specialists focus on the “phrase” and “exact” match types in the hopes of stretching their marketing dollars by paying a lower CPC.
Now I must admit, I was in the category of believers of this misconception when I first started doing PPC. *Hangs head in shame* But, as I gained experience, I noticed something. For certain local niches, “exact” match had a way higher CPC than the “broad” match type. But why?
Think about it. If you were a personal injury lawyer in Houston, someone searching for “houston motorcycle accident lawyer” and using the exact same phrasing in the search, are more likely to turn into an actual client; which is worth more than the visitor that came from a “broad” match type. The “broad” match type visitor saw the ad and clicked it even though they used the phrase “houston motorcycle accident lawyer stories” in the search box. Someone looking for stories is obviously less likely to turn into a client and more likely to be doing a research paper for class. Now there is a way to avoid this using negative keywords, but that is another topic.
Effective use of phrase and exact match can drastically reduce the cost per click. If you are planning to use broad match then figuring out the negative keywords on a regular basis is key. Setting up a Google analytic account would be a good idea if you want to figure out the negative keywords. You can stop that keyword by adding into your negative keywords list.
Do an extensive research to find unique keywords in your industry. Try creative ideas to find the best unique keywords people would be typing in the search box to find your website. Creating a list of unique keywords needs time and you will be able to expand in due course. PPC Campaigns are getting harder and harder as more and more players are getting into online advertisements, who have money and want to increase the brand awareness so smaller players would be eliminated in due course. The rate of CPC is going to go higher and not lesser anymore.
The bottom line is to reduce the CPC of your campaigns is your find the unique keywords which are still out there. All you need to do is test and research and research until you find them. There is no short to a successful PPC campaign.
Now, I did mention that I noticed this for certain local niches, but that doesn’t mean this only applies to local niches. Every industry is different. The competition is different, the search volume is different, the demographic is different, etc. etc. The golden rule in proper PPC management is, analyze the data, make adjustments, test, analyze the data, make adjustments, test, analyze…well you get the point.
So the trade off is often, pay more for highly relevant and qualified leads, but eat through your budget faster; or pay less for less relevant leads, but stretch out your budget further to get more traffic. How do you decide? Well, as stated before…….test, analyze the data, make adjustments.

Article Source: http://www.articlesnatch.com

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Did you find this article useful? For more useful tips & hints, Points to ponder and keep in mind, techniques & insights pertaining to Google Ad sense, Do please browse for more information at our website :- http://www.yourgoogleincome.com http://www.adsense-dollar-factory.com

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