{"id":4574,"date":"2012-12-29T12:01:26","date_gmt":"2012-12-29T12:01:26","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=4574"},"modified":"2023-09-18T08:02:31","modified_gmt":"2023-09-18T12:02:31","slug":"ppc-get-more-bang-for-your-buck","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/advertising\/ppc-get-more-bang-for-your-buck\/","title":{"rendered":"PPC: How To Get More Bang for Your Buck"},"content":{"rendered":"

If you’re not careful, you can flush a lot of money right down the drain with an ill-conceived Pay-Per-Click<\/strong><\/a> campaign. \u00a0Of course, that’s true with any form of advertising.<\/p>\n

Unlike traditional media channels, PPC<\/strong> ads, like the ones shown on Google, are only shown to people who indicate an interest in a specific topic. People express that interest by entering a search query into Google<\/a> or Bing or Yahoo<\/a> etc. The basics steps in the process of setting up a PPC campaign are as follows:<\/p>\n

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  1. Set your budget<\/li>\n
  2. Select your keywords<\/li>\n
  3. Bid on said keywords<\/li>\n
  4. Create the advertisements that will display on selected keywords<\/li>\n
  5. Point those advertisements to an appropriate landing page<\/li>\n<\/ol>\n

    Pretty straight forward right?<\/p>\n

    The problem most people run into is they don’t properly account for the (vital) importance of relevancy in their online advertising campaigns. \u00a0It’s funny, the Wall Street Journal just shared a study on persuading people<\/a> that underlined what successful direct marketers have known for years: Personalization<\/strong> and Localization<\/strong> of ‘creative’ will lift response.<\/p>\n

    The same is true for pay-per-click advertising. And not only that — Google actually charges you LESS for ads that perform better. \u00a0If your advertisement is attached to a highly relevant keyword that goes to a highly relevant landing page — not only will you see a lift in your response, you’ll also get preferred positioning on the page AND your cost-per-click with go down.<\/p>\n

    I know…seems counter intuitive, right?<\/p>\n

    See, many advertisers use Google because it delivers such highly relevant responses to search queries. But Google fears that their site will get junked up if people can just throw money at a poorly performing ad and dominate the advertising space. So, Google is incentivizing\u00a0advertisers\u00a0to create ads that actually help searchers accomplish their goals. That and when advertiser’s ROI goes up they spend more and more money. It’s really quite brilliant.<\/p>\n

    With that in mind here are some ideas<\/strong> you can use to both increase the number of\u00a0conversions<\/a>\u00a0you get from pay-per-click advertising, while at the same time reducing your overall cost.<\/p>\n

    1) Improve your Quality Score<\/strong><\/p>\n

    First, it might be helpful to review Google’s handy little video about Quality Score and why it matters:
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