Pay-per-click (PPC) definitely brings in much more revenue than free traffic alone; think of it, if a $2 click results in a $400 sale, you receive an incredible 20,000% return.
Much goes into a winning paid search campaign: from researching and testing the right keywords, to organizing them into well-structured campaigns, and landing pages optimized for conversion. An effective PPC keyword list should be:
- Expansive – While immensely time-consuming, actively compiling keywords is the most crucial part of your campaign.
- Relevant – Niche targeted keywords lead to higher conversion rates.
A Note about Google Ads
Google Ads is currently the most dominant PPC platform in the world. Their ads display alongside Google search results and other Google properties. They order in rank by:
- CPC Bid – Highest amount advertisers are willing to pay
- Keyword Relevance – PPC keyword lists that line up with user search
- Quality Score – Rating that factors click-through rates with landing page relevancy. Higher scores mean lower click cost.
PPC Best Practices
Filter Keywords
Eliminate non-converting keywords that waste your budget.
Split Ad Groups
Create tighter ad groups targeting text with landing pages.
Remove Costly PPC Keywords
Get rid of expensive, under-performing keywords.
Combine PPC with SEO
Search Engine Optimization goes hand-in-hand with successful pay-per-click campaigns.
A/B Test Landing Pages
Vary content and calls-to-action to determine what boosts conversion rates.
Analytics
Track and monitor campaigns with supplemental reporting.