If you can do well on PPC, you can drive a lot of profitable traffic to your website. PPC allows you to bypass the long, somewhat random and often expensive process of trying to get your websites ranked in the search engines.
Instead of trying to get rankings, you can just pay for the traffic instead. These three laws of PPC will help you ensure that you’re earning a positive ROI on this traffic.
==> Law #1 – Track Every Sale Back to the Keyword
The most important thing to track in PPC is the keywords that brought you the conversions. If you can identify converting keywords, you’re 90% of the way there.
Usually you’ll start with a large keyword list, the majority of which won’t be profitable. As you run traffic, it’s critical that you have tracking software which allows you to see where your sales are coming from.
You can use Google’s in-house tracking solutions, or you can use your own third party solutions. However, never ever ever run traffic without some sort of mechanism for tracking each sale back to the keyword that generated it.
==> Law #2 – Test Broad and Minute Ad Copy Changes
Always keep split testing. An ad that starts out with a 0.3% CTR could in a few months be getting a 3% CTR – effectively giving you ten times the traffic. In addition, with a higher CTR you’ll be paying a lower CPC, further driving up your profits.
Start by testing huge changes. For example, start by testing drastically different headlines and different kinds of ad copies. Try putting the price in your headline, for example, or using a shocker versus a how-to ad. Your ads should be completely different animals.
Then once you find a type of ad that seems to work best, gradually test more and more minute changes.
==> Law #3: Understand Quality Score
Each PPC engine has a quality score that’s slightly different than the other. Google AdWords’ quality score is different than Bing’s and both of them are different from Facebook.
On Bing, your quality score depends on your keyword relevance, landing page relevance and landing page user experience. The score is calculated on each match type. Unlike AdWords, they offer suggestions to improve your score.
AdWords’ quality score also takes relevance into account, as well as a high emphasis on CTR. They take the quality of your brand into account as well. There’s a large element of AdWords’ formula that’s secret.
Facebook’s is highly CTR centric. The higher your CTR, the better your CPC. The landing page quality guidelines are binary: it’s either good enough to be displayed or not.
If you follow these three laws of PPC success, you’ll be well on your way to a profitable campaign.