In the world of online advertising, pay-per-click is the most commonly used model. A majority of marketers prefer this model because it needs them to pay only when someone actually clicks on their ads.
Although one of the most effective ways of promoting your products or services, proper PPC management is essential for the success of your campaign. The campaign can turn out to be a costly mistake, if it fails to generate adequate conversions and ROI (return on investment).
There can be a number of reasons behind the failure of a PPC campaign. These include bad keyword selection, one-size-fits-all approach, lack of testing and inadequate investment of time and efforts. Keyword selection is one of the most important factors that determine the success of your PPC campaign.
Dividing the keywords based on their relevance is a good strategy. Apart from proper selection of positive keywords, pointing out negative keywords is also helpful. Negative keywords help you bring down the expense over wasted clicks.
Another thing you need to remember is that every campaign is unique. Just because something worked for your last campaign doesn’t mean it will work every time. You need to create different ad copies to suit different locales. Testing is the best way to check the effectiveness of various elements of the campaign. A good thing about these campaigns is that you can easily analyze the data and make desired alterations to fine-tune them.