Pay per click (PPC) is one of the fastest, most powerful and most manageable, ways of driving targeted visitors to your site. As in most walks of life, you tend to get what you pay for. Speed, dynamism, and the right kind of cash-generating traffic don’t come cheap. Keyword values are driven high as organisations identify their value, and it’s perfectly possible to burn through thousands of pounds a day. Many organizations do exactly that.

Whether these huge sums of many are clawed back through conversions depends on a number of issues and there are several factors that need to be keenly monitored and measured through an ongoing PPC review process. PPC review isn’t an option, it’s an absolute essential if you want to make the most from your campaign and not only maximize profits but avoid costly blind alleys and waste.

Some of the vital components that your PPC review will seek to shed light on include:

- Your target audience – have you identified the right audience? Is the audience you are engaging with the right one? Is it reading your propositions with enthusiasm? Are your key sales and marketing messages resonating profitably?

- Keywords – Have you identified the most effective keywords? Are your bids on keywords appropriate? Are there longer tail keywords that might yield broader, more cost effective traffic?

- Your PPC ads – are they crafted effectively? Do they sell the proposition compellingly?

- Your landing pages – are they persuasive? Are they optimised and written to generate maximum returns from each and every visitor?

Your daily PPC review will throw up large amounts of real time and hugely dynamic data. It’s the analysis of this information and the actions taken accordingly that will decide the success or failure of your campaign. Amongst the many metrics at your disposal matters such as conversion rates, Return-On-Ad-Spend (ROAS), Cost-Per-Acquisition (CPA), Cost-Per-Lead (CPL), Ad Click-Through-Rates (ACTR) and keyword bid prices must all be monitored and used to guide and inform the campaign.
For those managing their campaigns well and with a regular professional PPC review process the rewards can be significant. That so many organisations are happy to spend such vast amounts on PPC campaigns speaks volumes for the potential profitability locked in well-applied PPC.

This entry was posted on Saturday, August 22nd, 2009 at 11:21 am and is filed under Pay Per Click (PPC). You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.