The secret to a successful PPC campaign

You may have tried PPC marketing and decided it didn’t work. However, it’s not too difficult to set up a successful PPC campaign.

So why do so many PPC campaigns fail? In most cases it is because your costs exceed your profits. And why is this? Often it is because you are too eager to get clicks!

There is a golden rule that you must remember for PPC marketing. PPC stands for “Pay Per Click”! So every time someone clicks on one of your ads, YOU PAY. And if that click doesn’t result in a sale, you’ve lost that money.

So for a successful PPC campaign, remember that you don’t want any old clicks. You want clicks that result in sales. In other words, you need to make sure that people only click when you are likely to buy.

And how do you do this? It’s all in the ad.

• Target your ads precisely. Although you want a good CTR (click through rate) to get the highest possible position, you don’t want untargeted clicks. Meaning, you ONLY want clicks from people who are likely to buy. So make your ads as specific as possible so people know exactly what you’re selling.
• For this reason, some people put the price of the product in the ad. This is to prevent people from clicking if they don’t want to pay that price. But remember that, as a general rule, the ad should focus on the benefits of the product.
• Use your main search term for that ad group in the ad title. If you are using Google, Google will make it bold. This way, people will see exactly what they’re looking for and be drawn to your ad.
• Use a different ad for each small group of keywords (called an “ad group” in Google). This is crucial for a successful PPC campaign; however, many people make the mistake of putting too many keywords in an ad group. The fewer keywords in the ad group, the more relevant and accurate the ad will be. You don’t pay for an ad unless someone clicks on it, so you can have as many ads as you want in each campaign.

If you don’t run a successful PPC campaign the first time, keep trying. Just focus on your ad and keep tweaking it until it works. Because when you get there, the rewards are tremendous.