Profiting With Pay Per Click Marketing: Rules to Follow

There are many marketers who use pay per click management. There are some who make money and there are some who don’t. Even when using the same management firms, people still get different results. Why does this happen and where do these marketers differ? There are no absolute rules and regulations for this kind of marketing. That is why it can get tricky when the operation really starts. It’s easy to say that you are going to start a pay per click marketing, but it’s a tough arena. There are lots of competition and when the going gets tough, others quit. This is another reason why some are not successful with this type of marketing. Here are some rules or suggestions, which are still not absolute, to help new marketers make profit with pay per click.

Be Committed to PPC Success

Before you start doing PPC management you have to be prepared. You have to be committed to the success of this because you will be investing money in it and you shouldn’t quit until you get a return on your investment. Here are some tips to stay committed to your success:

1. Do your research. Don’t just jump into something hoping you will have beginner’s luck and everything will be fine. Increase your odds of being successful. Be informed. Read about statistics and researches. Read PPC management firm reviews before committing to one company. Check what the competitions are doing. Know what terms and jargons mean. Arm yourself with knowledge so you know what you are getting into before you even start.
2. Set a budget. The good thing about pay per click is that you only pay when someone clicks on your link. But still, you have to set a budget because you might find yourself overspending and this is where most marketers quit. When they run out of money they quit without seeing their investment come back. Some PPC management firms inform their customers when a limit is reached. This is to ensure that everything is within budget.
3. Set a time. If you want to fully commit to making your pay per click marketing work you have to do it on a regular basis. You might also have other obligations so it is best to set a specific time of week to do this thing. Free an hour or two once or twice a week to check on the status of your pay per click campaign and do tweaks or corrections where you see fit.

Organize Your Campaign

If you want to be successful in pay per click, you have to have an organized campaign. You couldn’t just think that this is the type of marketing you want and then just proceed with it. There has to be a semblance of order to your marketing campaign or else you will have chaos in your hands. A system should be in place to identify your campaign from you ad group. With the help of the best PPC management firms, you can organize your campaigns with these steps:

1. Decide on how you want to structure your PPC account. There is no one way to structure an account so it would be totally upon you to decide on this. But you can structure your account based on your website, based on your product or services, or based on locations.
2. Do an extensive keyword research. PPC ad groups revolve around keywords, without them your campaign will be totally useless. And you can’t just pick random keywords, you have to research them carefully to find which will work optimally for your advertisement. There is bidding for every keyword, which is why research is important so you wouldn’t have to pay the big bucks.
3. Create the campaign. With your account structure done and your keywords searched you can now make your first campaign. Ask your PPC management firms about how to go on about this.
4. Create the ad group. You need advertisements if you want to push the campaign, which would mean ad groups and text ads. The keywords you first searched will be in this first ad group. Different ad groups mean different keywords, so you will have a lot of researching to do if you plan to use lots of ad groups.

Be Flexible When it Comes to Match Types

According to Practical Ecommerce, match types are the different variations of keywords. There are five according to Bing Ads and Google AdWords. If you want to profit in PPC, you have to be flexible in using all five types. You cannot just stick with broad match types and hope for the best. Here are the different match types:

1. Broad match. This is the most general keyword. These are like broad search terms as the name already says. The thing with broad matches is that search engines can also show synonyms of the words which will do well for your advertisement because there is a chance your ad won’t show.
2. Modified broad match. This is the plus (+) sign before each word of the broad match. This is better than broad match since it can make search engines spew out your exact keywords with additional modifiers. According to Brad Geddes, author of the Advanced Google AdWords, this type of match is mostly missed by PPC marketers either because they don’t know about it or do not care for it.
3. Phrase match. Put quotation marks around your keywords if you want phrase match. This is the match type you can use if you want search engines to search for your keywords exactly as you arranged them to be. You can still add modifiers with this one.
4. Exact match. As the name implies, you keywords will appear as you typed them to be. Down to the very last letter.
5. Negative match. These are phrases you don’t want your advertisements appearing to. Many PPC management companies don’t like to use this match type but there are advantages to it. More will be discussed on the next point.

Try to Use a Negative Match

According to Kiss Metrics, you can save money with negative match if you use it properly. Negative matches are keywords that are bad for your advertisements. They look like they won’t work right? But these negative keywords can actually help your ads with better search engine optimization. Here are two ways your negative keywords can be used.

1. When you have a keyword, for example toddler photography, and you don’t want baby pictures to appear in the search result. You can use baby pictures as negative keywords. This will help narrow the search down when someone enters toddler photography in the search box.
2. Another way negative keywords are used is if you want them to trigger the keywords in your campaign. For example with toddler photography, you can plug it in as negative keywords and it will make sure the search engines will show your advertisements as long as the right words are in it.

PPC management services will offer these kind of knowledge to you when you sign up with them. There are management firms that will help you throughout the whole process but just to be on the safe side you also have to be knowledgeable about these things. Now you know how negative keywords are used, here are some advantages when you use them:

1. It will exclude traffic that are not related to your advertisements.
2. It will reduce the average of your costs per click thus improving your return on investment.
3. It will improve the click through rate of your advertisements.
4. With the improved click through rate, the quality score of the keyword will also improve.

Don’t Forget to Test It

Most if not all PPC management agencies offer testing before you put the advertisements live. If you want to know which companies offer testing, check out reviews of PPC management companies in review sites. You should definitely take advantage of this feature to gauge how your advertisement will fare once it’s out there. Testing will show you where your ads are lacking and help you look into where you can improve things. Here are the best practices to follow when testing:

1. Test one part at a time. There are four parts to an advertisement copy. The head line, first line of description, second line of description and the display URL. When testing your ad copy, test only one part at a time. This will help you dissect the winner easier.
2. Keep track. Testing will be useless if you are not keeping track of which ad copies are winning and losing.
3. Only test a maximum of two ads at a time. According to Melissa Mackey of Beyond the Paid, testing only two ad variations will give you statistical results faster.

Like many things in life, you can’t succeed if you quit too early. That’s the same with PPC marketing. You have to persevere, you have many competitions and none of them will be giving up soon. Follow the rules or suggestions mentioned above and you will be profiting eventually if not immediately.

Want a PPC management company to help you profit of your ads? Read reviews from CrowdReviews.com users to know which the best is.

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John Tovar

John specializes in the creation and planning of business-centric mobile applications and mobile website design and development.

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