A PPC (pay-per-click) campaign can be highly successful when done properly, delivering a strong return on investment if your pay-per-click keywords are carefully chosen and inexpensive. Many businesses think that the key to a successful PPC strategy is to select many keywords for a broad campaign or costly keywords that may deliver traffic to your website. Unfortunately, pricey keywords also significantly reduce your ROI.
Instead of choosing expensive keywords or stuffing your content with cheap keywords, you can improve your PPC campaign by selecting fewer, moderately-priced keywords that provide a good ratio of searchability and click-throughs.
1. Research Is Critical
A successful digital media strategy is one in which you conduct ample research before implementation. In the case of a PPC campaign, this means keyword research, and lots of it. It also means not just analyzing what keywords might work best for your goals, but also what keywords your competitors are using.
There are several online tools you can take advantage of for keyword research, or you may acquire the services of a full service marketing agency. The marketing agency experts will have the experience and knowledge required to ensure your keywords are carefully chosen.
If you opt to go it alone, examine your competitors' keywords and see the list they are using, from most expensive to most affordable. You can usually also view the traffic generated by each keyword, which enables you to find a less expensive keyword that is more searchable and delivers a click-through rate in line with your goals.
2. Use Keyword Discovery Tools
Online keyword discovery tools can help you find keywords that you might not have previously thought of. They’ll also help you find cheaper alternatives than the keywords that first came to mind when devising your PPC campaign. Popular tools include Keyword Discovery, Wordtracker and Keyword Planner. Some of these tools will show you the average cost per click for each keyword as well as which keywords are most competitive.
3. Choose Effective, Low-cost Variations
Once you’ve chosen a keyword discovery tool, enter your relevant — but expensive — keywords, and you’ll be presented with a list of alternatives, many of them less expensive but still highly searchable.
In conclusion, by conducting research and measuring performance after a PPC campaign strategy has been implemented, you can improve the ROI of your campaign with low-cost keywords and continually improve your campaign through the performance data you acquire.
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