How to do Effective PPC by Marc Macalua of SEO Philippines September 11, 2008Posted by seonotes in marketing, Search Engine Marketing.
Tags: Google Adwords, paid campaign, paid marketing, Pay Per Click, pay per click marketing, PPC, search network, SEM
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I’m saving this last blog post for the best presentation I’ve liked in the SEMCON 2008 – How to do Effective PPC. Marc Macalua’s PPC presentation was a good blend of points for both business owners, and search marketers. I like the way he pointed out that non-traditional marketing continuous to be traditional marketing because of its wide use in the Philippine setting. Over the top display ads, event sponsorships, blogger parties, mobile marketing are the likes.
His SEMCON 2008 presentation challenges businesses to set themselves apart by doing pay-per-click marketing as their advertising game. The pros?
Advantages of PPC Marketing
- Highly measurable
- Cost efficient than offline advertising
- Brings more targeted traffic – since people who search for particular buys have qualified intentions of purchase
- You have near absolute control
Just like me, Marc believes his favorite pay-per-click marketing platform is Google Adwords, with:
- 62% Market share in July 2008
- Best ROI rating of 4.2%
One can be as profitable as you wish with Adwords, as long as you refrain from committing the common deadly mistakes.
Top 4 PPC Mistakes
- size-fits-all ads – very poor customization of ad copies for each ad group
- Bad Landing Page experience – like pointing specific visitor traffic to a very generic page (like your home page), and leading visitors to dead-end pages.
- No negative keywords
- You are not tracking results – you don’t know your maximum Cost per Click or CPC!
Of course, one cannot have a complete report on pay per click without the tricks!
Tips on PPC Marketing
- Build good campaign history – start off with your most important keywords. Check which are giving you profits, then bid for these good keywords at a higher price.
- Target low-hanging keywords – those with significant traffic volume but has less competition
- Increase CTR or click-through-rate via creative ads – also, make creative display URLs
- Segment keywords and Networks – separate keywords in the search and content networks. You can use your Analytics Tool to identify converting keywords
- Learn to throttle your campaign – take note of time zones, holidays, and seasonality
Some SEOnotes on ROI/ROAS for PPC
* If your target is 400% ROAS,
- 100-200% ROI – consider changing match type
- Less than 100% – pause the keyword
- 400% – just okay, work on lowering CPC.
Successful PPC Campaigns have high:
- CTR or Click-through-rates
- ROAS or return on Ad Spend (ROI)
* while keeping CPC low
* ROI is usually higher in PPC than other paid channels