Here are some more tips to help get your PPC efforts off to a good start:
Start slowly – Just as you wouldn’t dump a lot of money into the stock market without doing your homework, don’t make the mistake of spending your entire budget before you understand what you are doing. Sometimes, you can learn a great deal by spending just a few hundred dollars.
Test everything – PPC is like a high-performance sports car. You must constantly tune the program to get the best results and that means lots of testing. Test keywords, ads, landing pages, headlines, and offers.
Include your keywords (search terms) in your ad copy – Google will reward you with a better quality score and you will often get a better page position at lower cost.
Target carefully – Create personas of your potential prospects and create keywords, ads, and landing pages for these specific individuals.
Do not go for the top page position – Your best value for the cost vs. page position is three to five spots from the top of the page.
Take your prospects to a landing page that contains an offer, not to the home page of your website. You need to capture their information so that you can begin your follow-up and remarketing efforts.
Use PPC to test the search terms, ad copy, and offers. You can do this very quickly and use what you learn to adjust your website copy and search engine optimization strategy.
There are four primary measurements you should use to track the performance of your pay per click campaigns: