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Pay Per Click Marketing 101

Last updated 7 years ago

Is your business new to the online advertising world?  If so, it is imperative to ask these questions before you invest in a pay per click marketing campaign, hence the title, pay per click marketing 101:

  1. What are your current business challenges?
  2. What is your ideal cost per lead?
  3. What do you hope to accomplish?

After your pay per click marketing campaign has begun and some time has passed, you need to start evaluating your effectiveness.  How can you do this?  Ask the following questions:

1)    Is your quality score at a reasonable level?

2)    How do the impressions look?

3)    Are you actively managing bids?

4)    How are your ad groups organized?

5)    How often are you updating your campaign settings?

6)    Are negative keywords being used? Negative keywords are a must for all PPC campaigns.

7)    How often are you testing your text ads? A-B Testing should always be used.

8)    What does the conversion rate look like?  How many leads are you receiving?

9)    What is your cost per click (CPC)?

10)  How will you measure your return on investment (ROI)? Revenues, visits to your site, leads, etc.

It may not be easy to evaluate your pay per click marketing campaign, but remember, the majority of your potential customers are searching online to find businesses like yours to buy from.  If you do not have an online presence, then how will they find you?  Remember, you can always enlist the help of a professional as well…

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1.2 million in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

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