As an advertiser, it's important that you pick the most effective keywords for your PPC ads. Pick keywords that no one is interested in, and your ad won't appear anywhere; pick more popular keywords, and your ad will appear more often and, hopefully, generate more traffic to your site and more sales. The problem, then, is that the very best keywords are also typically the most popular ones. That is, plenty of advertisers will be interested in the same keywords. Because ad networks set their rates with advertisers bid on keywords, the most popular keywords can cost you more than less-popular ones will.
This competition for keywords among advertisers becomes, essentially, an online auction. Those advertisers who bid the highest amounts for keywords will "win" more and better ad placements. If you don't bid sufficient on a popular keyword, your ad simply won't appear as frequently. In fact, if you bid way too low, your ad might not appear at all.
The temptation, then, is to bid high on the most popular keywords in an attempt to get more ads displayed and drive more visitors to your website. Be careful what you wish for, however, because this approach migh result in very high advertising bills.
That said, bid price isn't the only factor in determining how often an ad is displayed a minimum of not anymore. It was once that the highest bidder got probably the most placements, but that didn't always ensure that the most relevant ads got placed. For that reason, the ad networks now utilize a "quality score" factor that attempts to determine the relevance from the ad's landing page the page that the ad links to.
If an ad's landing page includes lowquality content, that ad gets a substandard score and won't rank highly in the ad network's results. A website landing page with high-quality, relevant content will achieve greater rankings and thus be shown more frequently. To maximize your ad placements, then, you need to think about a number of factors:
In other words, you have to invest in keywords that are both popular and relevant; bid the going rate for all those keywords; create a high-value landing page for your ad; and write an advertisement that encourages users to click it. Fall down on these factors and your ad is going to be less than fully successful.
PPC advertising, then, involves a mix of keywords, CPC bidding, and, let us not forget, ad copy. We look at each component in turn, starting with keywords.
As you might suspect, one of the most important factors in creating a successful Pay per click campaign is the group of keywords you choose. Select the right keywords, and everyone hunting for a given topic will see your ad; select the wrong keywords, and your ad should never be displayed.
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Note: This article was sent to us by: Charles Turner at 03142011
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