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Optimize my PPC campaignsThere are plenty of ways to generate quality leads on the Web, but using a PPC campaign might be one of the best. A PPC, or pay-per-click campaign, is often very cost effective when compared to other marketing strategies, and, when used in tandem with social marketing or a good SEO campaign, the results can be truly significant. But there are a few steps you can follow to truly optimize your PPC campaign, and get the most bang for your marketing buck.


Here are five quick hints for maximizing your PPC effectiveness:

  1. The first step is to think about your goal. This may seem silly—after all, isn’t the goal of any PPC campaign to generate leads? Think specifically about the kind of action you hope to provoke, however. Are you wanting people to buy a product or click on a download link? To submit an e-mail address, or simply visit your company website? Think through your strategy and set clear goals for yourself.

  2. The second step is to be truly cutthroat about your keyword selections. Remember that the keywords are the most important part of the PPC campaign. Don’t waste your time or resources on under performers. Give each keyword about 500 - 1000 impressions, and if you’re not getting clicks, cut them loose and try different ones.

  3. In keeping with tip #2, also be ruthless about your ad text. Don’t put your keywords in a vacuum, but, rather, create some strong, creative ad text. Don’t waste time on under performing ad text, though. Again, give it 500 - 1000 impressions or so, and then cut loose anything that’s not working.

  4. Also be willing to experiment with different landing pages, each with different keyword groups. The landing pages are important components in your campaign because you actually have total control over them. It is especially vital to make sure you’re only using ones that are working. Once again, be willing to drop anything that’s not having an impact.

  5. A final tip is to take note of what’s working, and expand on it! Are certain keywords really, dazzlingly effective? If they work for PPC, they are probably great keywords for your marketing campaign to focus on all around. This is the flipside of being ruthless in cutting stuff that doesn’t work; be equally vigilant in embracing the strategies that show great effect, and that generate plenty of good, solid leads!
by Anthony Urso on Apr 10, 2013
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