I work with clients all the time who are concerned about their PPC ads not being effective. Mostly this concern comes from folks who setup their own campaigns without doing any amount of data mining or investigation into what works, what their market reacts to, what their competition is successfully doing.
Of course, I provide guidance, suggestions and even setup campaigns in order for clients to have a structure to follow and work with moving forward. But over time, they play with their ads, do what they “think” will improve their effectiveness and click-thrus, only to find they are throwing good money after bad.
Imagine my delight to find an article that describes exactly, specifically what you have to do and consider to contribute to the potential ROI of your PPC ads? I could have written this myself, and now I don’t have to!
David hits the nail on the head in regard to the requirements and necessity of activities and due diligence involved in running a successful program. If you do not want to take the time, make the time, spend the time to take him up on his advice, then I suggest you turn off your campaigns until you are ready to embrace this approach.
I’m sure you work too hard for your money to recklessly hand it over to a search engine without any hope for results.
Seven Habits of Highly Effective SEM, Part III: Creating the Right Ad Text
At your service,
Judith
This is information technology after all, right? That means you use the information available to you so that you can learn, evolve with technology and understand the variables that can and will affect your outcome — or ROI.
Unfortunately, the majority of online businesses seem to be info-phobic. The info is there; they just don’t want to review it. This can be due to informaiton overload; however if you want to play in the information technology playground, you need to use the information that is available to you!
On the Yahoo Search Marketing Blog is a nifty little eBook, that while it applies to Yahoo’s platform specifically, the tips and concepts apply overall to any Pay Per Click campaign. Yahoo’s Smart Start Guide covers:
- Getting to know your account
- Building a foundation with strong keywords
- Organizing ad groups for success
- Writing effective ads
- Making sure your ads are high quality
- Matching keywords to your customers’ searches
- Determining effective bids
- Targeting your ads geographically
- Advertising on content sites other than Yahoo.com
- Tracking your results
Great info; simply written! Why not go over and download a copy today and start using this information to your advantage?
At your service,
Judith
