Use Pay Per Click Optimization to Help Control PPC Costs and Waste

Pay per click optimization encompasses more than just tweaking your ad copy for good results or monitoring your bidding accounts to make sure that your bid strategies are delivering top value. Optimizing means getting full value for your advertising money. A company that specializes in pay per click optimization should have their fingers on multiple pulse points in each of your PPC ad campaigns to catch underperforming ads, pick out possible click fraud and readjust your PPC campaign to target the most profitable keywords and markets for your services.

Pay per click optimization services fall into two categories – optimizing your PPC ad campaigns and optimizing your conversion rate. The two categories overlap necessarily, but each set handles very specific parts of your website marketing campaigns.

Pay Per Click Optimization Tasks

On the pay per click optimization side of the equation, your web marketing company is responsible for a number of important tasks that will maximize the return you get on your ad spending. These include:

-ongoing keyword research

-PPC bid management

-writing effective PPC ad copy

-testing different PPC ad types

-analyzing traffic reports

-monitoring click through rates for evidence of fraud

-monitoring click through rates for ad effectiveness

-evaluating landing pages and suggesting optimization tweaks

-maintaining reports and making them available to the conversion rate optimization team

Each of those tasks has a very real effect and purpose in increasing the effectiveness and reducing the cost of your PPC ad campaigns. Your website marketing company should be doing ongoing pay per click optimization to maximize your returns and reduce loss – whether it’s active loss, as from PPC fraud, or loss of omission from targeting less effective keywords.

Conversion Rate Optimization

The other arm of your web marketing optimization should be focusing on turning a high click through rate into a high conversion rate. If your ads are pulling lots of clicks, but those site visitors aren’t buying, you’re losing money somewhere. The tasks related to conversation rate optimization include:

-analyzing your landing pages for SEO effectiveness

-testing the conversion rate of variations of your landing pages

-tweaking landing pages to align with the most successful PPC ads

-making suggestions for more effective PPC ad copy

-tracking customer behavior on site

-maintaining reports and providing them to the PPC optimization team

Full Pay Per Click Optimization

Obviously, the two arms of your web marketing team must be able to function together. Each relies on accurate information from the other in order to tweak the factors under their control. More importantly, your web site’s success relies on their cooperation to figure out where there are problems with your PPC campaign and pinpoint the cause. For example, a low conversion rate for high performing ads may be due to a number of factors.

-The PPC ads or keywords may be poorly aligned with your actual business.

-Your landing pages may be poorly written.

-A competitor may be engaging in click fraud to play out your ad budget.

An analysis of the reports from your full pay per click optimization team will often pinpoint the cause of the problem and suggest the best solutions.

Effective pay per click optimization requires specialized skills and a lot of time. If you’re trying to manage your website and business, hiring a web marketing company to manage your pay per click advertising campaigns can be the most effective use of your time and advertising budget.