As a change from Search Engine Optimisation (SEO), today’s blog is going to be about Pay Per Click (PPC), yet another great service offered here at Position Gold Ltd. With the credit crunch and the possibility of recession on the horizon, if the US don’t play their cards right. Everybody is trying to make savings around the board especially, in PPC. So today I thought I would give out 7 Tips to help to reduce your PPC spending in this hard economic climate, and you may even save a few pennies:-

Tip one: Review your keywords. This should be done on a regular basis and make sure you are only bidding on business critical keywords and are not bidding on keywords which are bringing in no return.

Tip Two: Add scheduling Adwords. Default behavior is to run your adds 24/7. Many people who run their own campaign, don’t know that this behavior can be changed and run their adds all week long. If your business is nine to five, Monday to Friday, running your ad over the weekend will be costing you money with no return.

Tip Three: Review your geographical targeting. By default, your ads will be targeted at the whole of the UK, I.e. England Scotland, Wales and Northern Ireland. A lot of PPC campaigns that I review are losing money because they don’t offer their services or products to the whole of the UK.

Tip Four: Switch your high traffic keywords from broad to exact. This will reduce the number of impressions you get, but will hopefully refine you campaign to target your market more specifically and save you money on non-related long tail searches.

Tip Five: Opt out of Google’s content network. This means your ad will only be shown at Google.co.uk and not third party web sites. As around 86% of people in the UK use Google as there primary search engine, this is where you want to target your efforts.

Well that is it, I hope some of these tips will come in handy for people managing their own campaigns. If you would like a free review, please contact Position Gold Ltd.

Pay per Click (PPC) advertising gets your website to the top of the Search Engine Results Pages (SERP’s). However, it will only work if you have the right keyword, it should be the most common thing that users will search for when looking for your websites service or product. In order for PPC to be as effective as possible, extensive research of keywords needs to be carried out, in order for your site to be as efficient as possible.

However, Pay per Click can be very expensive when it is not done as effectively as it could be. This happens when you send users to ineffective pages within your website when they click on your ad. This mistake is made when users arrive at a blog page or FAQ page when they click on the link, rather than arriving at a sales page.

If you are selling a product or a service, it is pointless in making sales whilst building a fan base at the same time. Below are 5 ways which could help you to boost your conversion rates in any Pay per Click (PPC) campaign, whilst also boosting the number of users who visit your site:

1. Keywords- Having a successful Pay per Click campaign starts off with keywords. While your keyword list is likely to change and evolve over time, it is important to start with something that makes sense and is
   relevant to your websites’ services or products.
2. Ad text- When it comes to ad text not only do you want your ad to stand out, but you also want it to be highly relevant to the keywords and the destination page. A good way to start is by taking a look at some of the paid ads for keywords within your ad group, this is to see what people are saying in order to gain the users attention.
3. Landing pages- This is your first chance to sell your website and company to the user. While you can entice them in and grab their attention with your ads, your landing page had better sell your product or service or your chances of making a conversion will dramatically decrease. You want the user to be sold at the landing pages, by the user having to click all over your website will only increase the chances of them clicking back button.
4. Organisation- The organisation of your Pay per Click campaign is really dependant upon your requirements as an advertiser. In most cases you will be able to get away with a single campaign, which is broken down into multiple advert groups. Each advert group will focus upon a set of similar keyword phrases and adverts.

5. Analysis- Be sure to check the conversion rates and click through rates of not only your websites’ ads, but also your individual keywords. If you find that some keywords are not bringing you any traffic or sales, you may want to consider putting them on hold, or altering them in order to improve their chances within the SERP’s.

In conclusion, if you take one thing away from this blog, it should be to ‘keep it relevant’. If you keep everything as relevant as possible, your website will succeed exponentially. As not only will you be gaining relevant results, the chances of conversion and ROI (Return in Investment) will also dramatically increase. By ensuring all of the points that have been raised above, you will maximise every chance of success for your website.