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Guest post by: Brett Fisher Become an Author

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Many companies struggle with getting a high return on investment from their pay per click (PPC) campaigns. Below are 9 tips which can help you reach your PPC goals, so you'll get the most for your advertising dollars:


1. Implement Conversion tracking on all your campaigns. If you are not tracking conversions, you are wasting your marketing dollars. Google AdWords provides tracking scripts for your contact form/sales confirmation pages. Simply place the scripts on your confirmation pages and you will be able to track conversions in the AdWords interface. If you're not doing this, you're flying blind and wasting money.

2. Analyze your competitor's campaigns. Look at the keywords your competitors are bidding on, as well as which positions they are targeting in the sponsored results. Use this information to develop your keyword and bidding strategy. Look at your competitor's ad text and landing page copy and figure out how you can take the best of their efforts and make yours better.

3. Run Search Query Reports - Search Query report show all the keywords that your ads generated. This is useful to identify exactly which keywords people are entering, clicking and converting on. You may be surprised to find some longer "tail" terms that you can then add to your AdWords account. Another important finding in the Search Query reports are negative keywords.

4. Use Negative Keywords - Make sure you are using negative keywords to prevent unqualified clicks. Negative keywords prevent your ads from showing when a keyword is entered that is not directly related to your products and services. Use the Search Query report to review the keywords that are triggering your ads, then flag the keywords that are not relevant to your products/services and add them as negative keywords in your campaigns.

5. Do multi-variant landing page testing using Google Website Optimizer - One of the best ways to increase your conversion rates is by doing landing page testing. Google offers a free tool called Google Website Optimizer which allows you to test multiple versions of copy, headline, images, forms and other page elements at the same time. This speeds the results of your landing page tests and provides you with the best combination of elements that lead to the highest conversion rates.

6. Trim the fat from your keyword list: Find the keywords that convert in your PPC campaigns and do a keyword expansion based on them. Pause high costing generic keywords that are not converting and/or write better ad text and create custom landing pages in an effort to make them convert and to raise your Quality Scores. High impression, generic keywords can burn through your daily budget in a matter of hours.

7. Split your budget into multiple campaigns to increase your share of voice - To avoid having high impression and high click costing keywords eating up your entire day's budget, break your campaigns up in to multiple campaigns. By setting up one campaign for your more expensive keywords and others for your less expensive more targeted keywords, you can ensure that all your keywords will get activity throughout the day.

8. Test on Google AdWords, then roll the results out to Yahoo, MSN, and other search engines. Google AdWords is the most flexible platform for testing and offers the best level of conversion tracking and analytics. Once you have your top performing ad text and keyword identified, migrate them to Yahoo, MSN, Ask and Business.com. This can save you thousands of dollars by simply waiting to launch on the other search engines until you have your Google AdWords campaign optimized.

9. Outsource your PPC Management to experts unless you have one in-house. Having a PPC expert manage your campaign will save you thousands of dollars and can make the difference between success and failure of your search marketing efforts. If you do not have an expert managing your PPC campaigns, consider outsourcing your PPC management to a reputable company. The money paid to an expert PPC consultant or company will pay for itself through the increased leads and sales generated. This will free your resources internally and allow you to focus on closing sales and building your business.

Good luck!

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