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Even though a lot of people have tried pay-per-click advertising with Google AdWords, many advertisers find it unproductive and ineffectual. Frequently, though, advertisers’ campaigns fail not because PPC advertising fails, but because their ppc approach is flawed.

In this article, we will identify three methods that can increase the click-through rate, the conversion rate, along with the overall effectiveness of pay per click advertising. By implementing these approaches, an unsuccessful campaign can suddenly get to be the most valuable part of a company’s marketing program. Of course, missteps can cause failure, so be sure to engage professional PPC management assistance – if needed – to be sure your company’s pay-per-click program really clicks.

1) Get Organized

As an example, consider a surgeon who wishes to promote her wls program. She knows that prospective patients use a variety of terms to refer to the surgeries she performs: “gastric bypass,” “lap band,” “weight reduction surgery,” etc. However, creating a campaign that bundles these keyword phrases with the same ad is likely to fall flat. Why? Because, successful PPC advertising has to precisely target a user’s search phrases. Therefore, if your prospective patient enters the word “bariatric surgery,” plus an ad appears with all the headline “Gastric Bypass,” the person is more prone to skip the ad until she or he finds an ad with all the words “bariatric surgery” inside the headline.

To address this issue, advertisers have to create multiple ad groups. For instance, it makes sense to have a weight loss surgery ad group, an appetite suppressant surgery ad group, a lap band ad group, a gastric bypass ad group, and so forth. And for each ad group, the advertiser will be needing an appropriate set of keywords to trigger the ads to serve. Yes, these kinds of specificity is labor-intensive. Yes, it requires a great deal of time, effort, and thought. However, this kind of specificity is a vital ingredient in developing an effective PPC advertising program, and the kind of advice that the knowledgeable provider will prescribe in its pay per click services.

2) Take Advantage of Banner Advertising

While many of us think of pay-per-click advertising as Google AdWords, paid search includes a wide range of advertising options, including banners. These are the graphically-designed advertisements that show up on the top of websites or nestled within the content of certain sites. They usually include imagery, graphics, and may even include animation.

Many people assume these ads are sold by the owners or proprietors from the websites through which they appear. Sometimes, which is the case. However, usually, these ads can be found in space that is certainly “rented” by Google and other pay-per-click advertising placement companies. In these instances, the ads actually users using the keywords the advertiser has referred to as relevant to their products or services. For example – returning to the wls example – an advertisement for weight loss surgery may actually users who are visiting a site focused on diet, nutrition, and weight-loss.

Typically, banner advertising generate far fewer clicks than their text counterparts. However, that’s not necessarily a bad thing because banner ad campaigns can reach many more internet users without incurring any cost. Remember, pay-per-click advertisers pay only when an online user follows their ads. So, if a commercial serves to a large number of users with no one clicks it, the advertiser pays nothing. Still, 1000s of prospective customers see the ad. In this regard, banners can be an effective way to construct brand awareness with a very affordable price.

3) Monitor, Modify, and Maintain Your Campaign

A pay per click marketing advertising program which is effective today can certainly become ineffective tomorrow. That’s because the competitive environment is constantly changing. New advertisers go into the arena. Existing advertisers change their bids. And website content changes which may influence the relevance and quality scores of ads. To implement a powerful PPC program, expect you’ll closely monitor, frequently modify, and diligently maintain your campaign. In particular, pay attention to which ads generate the greatest quantity of clicks and also the highest click-through rate. Evaluate which keywords are most productive, and be prepared to boost the necessary bid of these terms.

Also focus on irrelevant keywords that are generating clicks your ads. In these instances you are able to specify “negative keywords” that may not trigger your ads to serve. As a result, you may not pay for clicks from users who will be unlikely to purchase your products and services. Bottom line, a pay-per-click advertising campaign is really a dynamic thing that requires constant attention. For this reason, many advertisers count on a professional ppc advertising agency. Of course, should you elect to start using a PPC management service, be certain your agency monitors, modifies, and maintains your campaign while using necessary degree of attention.

If you’ve got tried pay per click advertising, e.g. Google AdWords, and been unimpressed with all the results, perhaps you must consider the quality of the effort in addition to the media itself. Pay per click advertising can be quite a highly efficient, extraordinarily effective advertising option. Just be certain to remember the three “secrets” described in this article. And you PPC advertising will start to click.