Pay Per Click Methodology

1. Identifying keywords

The keywords can be identified based on the analysis of the existing site or independent research. Tools such as, WordTracker and Overture Search Suggestion tool are used to find the right keywords that can be targeted. It is extremely important to find the right keywords and target them, since this will be paid for.

2. Identifying PPC Engines

There are many different PPC Engines with varying popularity and options. But, the ideal PPC Engine for would have to be selected based on the competition for your website’s keywords. It would be better to choose the lesser known PPC search engines for the highly competitive keywords, otherwise you might end up paying too much on the more popular PPC Search Engines.

3. Creating ads

The advertisement copy is what sells your website. Extra care must be taken to make sure that the advertisements are correct and compliant with the regulations of different PPC Search Engines. The ads must also be catchy and compelling.

4. Submitting ads to PPC Search Engines

The ads can be submitted manually to the different PPC Search Engines. Or if the number of listings is high, you could use the option of mass submission from excel sheets.

5. Setting Cost per Click and Daily budgets

Cost per Click can be decided for individual keywords based on competitor bids. This is generally decided at the time of submission but can be manipulated and tweaked later for better results. Most of the PPC Search Engines also allows you to decide your daily spend, so that the PPC Campaign would not exceed your budget.

6. Monitoring performance and Reporting

The performance of the keywords and the amount spent per day would be monitored on a regular basis. You could also generate weekly reports on the top keywords, amount spent per day and average cost per click based on your requirements.

7. Testing

The A/B Split testing methods is conducted to analyze the performance of the advertisements and make necessary modifications. A/B Split Testing mainly involves making 2 advertisements where all the factors are the same, except for one factor, which needs to be tested. This factor could be the bids, the title, description or the keywords.

8. Continuous Monitoring

The advertisements, keywords and bids would have to be continuously monitored and tweaked based on the performance, the competitor bids and the daily spend amount.

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