How to Manage My Pay-Per-Click Campaign

You've looked at all of your marketing options and have decided that a pay-per-click campaign is the best way to go. Congratulations! You're on your way to becoming more successful.

There's just one catch: You want to be absolutely certain that you're getting the best return on your investment. That means careful planning and tight management of your campaign.

Things You'll Need

• PPC campaign budget
• Determination to succeed
• PPC search engine account
• Willingness to change strategies when needed

Instructions

1. Make sure your campaign follows the search engine rules. No matter how well optimized your PPC campaign is, it's not going to work if it doesn't follow the rules. Therefore, read the rules, know them and follow them.

2. Create an attention-grabbing headline for your campaign. Even if you've secured the No. 1 spot with your bid, you won't get many visitors if your ad is not appealing.

3. Limit the number of keywords on which you bid. While it might seem like it makes sense to attract a wide variety of visitors, it makes more sense for you to narrow your focus and only draw in the customers who are ready to buy the product or service you are selling.

4. Monitor your campaign daily. If you don't know which keywords and key phrases are converting clicks to sales, how will you know where to focus your efforts? By paying careful attention to your numbers daily you will be better able to focus your campaign to get better results. Better results mean a better return on investment.

5. Refocus your campaign when necessary. Based on the results you are getting and tracking daily, know which keywords are bringing you the most revenue. If your campaign has not been focusing enough on those keywords or key phrases, revise it. Likewise, if some of your keywords are not bringing in the revenue they should be, eliminate them from your campaign to be sure you are using your budget wisely.

Tips & Warnings

• Know what your budget is and stay within it. Don't get caught up in bidding on keywords just because they've been successful for you; you lose money when you bid more than you can afford.

• Keep track of which keywords and key phrases actually bring you visitors. Be willing to bid more on them and less on those that don't bring paying customers to your site.

• If you do not monitor your campaign daily, you will not know what is and what isn't working; make sure you have the time to devote to making your campaign successful.