A Simple PPC Optimization Strategy

I often use a simple PPC optimization strategy to improve my client’s abilities to generate leads cost effectively. This strategy is often overlooked and completely misunderstood by many pay per click advertising agencies or deemed ineffective by those who have implemented it incorrectly.

It involves being very clear and specific about who you target with your ads, and where you show your ads. Google provides a great tool to help you with this strategy which is free to use and is again another secret many people are not aware of.

What is this simple PPC optimization strategy?

My PPC optimization strategy is that I recommend you use display advertising in one or more of your PPC campaigns. Not an astounding secret even though I do say it myself, but a very effective one all the same when handled properly.

In case you don’t know Google Adwords very well, the content advertising network is a network of third party sites where your ads can be displayed. Very often these sites are more targeted to your potential customers than the general search pages where your PPC ads typically get displayed. The secret to making the display network work for you is to set up your PPC campaign correctly and to target the most relevant sites.

How to implement my PPC optimization strategy

The first thing you must do is ensure you have set up your PPC campaigns correctly as follows:

1. Create a separate campaign for your content network ads
2. The campaign should be configured to only display your ads on the content network, disable the search network completely for this campaign
3. Create separate adgroups for each product or service you are advertising
4. Target only those websites and webpages that your target audience are visiting regularly.
5. Always write at least 3 ads for each adgroup so you can test which one is most effective at getting clickthroughs.

Step 4 in the PPC optimization strategy can be challenging. However it does not need to be if you use the Google Ad Planner tool. If you have never heard of this tool I am not surprised. Google does not really advertise its existence. It is a brilliant tool for finding those websites where your target audience can be found. The ad planner will even tell you what type of Adwords ads each website accepts so you can plan your campaigns accordingly.

I suggest you get to know the Google Ad Planner tool and use it to help you set up your Adwords campaigns to target the right websites for your business. To get you started I have made a video called How To Create Your Online Go To Market Plan which will show you how to use the tool to build a media (advertising) plan.

Once you have built your plan you can then add the website addresses you find into your Adwords campaigns. By doing these steps you will be using a simple PPC optimization strategy that can produce some excellent leads whilst keeping your click costs down.

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