| For those of you who are new to Internet | | | | going back to my client, I deleted all of his |
| marketing, PPC often seems the best option to | | | | keywords and told him that we were going to |
| use to promote your website. But is it? Well yes | | | | start again. |
| and no, it all depends on what finances you have | | | | At the time he was trying to sell an Aston Martin |
| in place to be able to run a PPC campaign | | | | DB5, just like the car in James Bond. So, instead |
| successfully, and having the knowledge in place on | | | | of using the keyword "silver car" I used the |
| how to effectively manage a campaign. | | | | keyword "Aston Martin DB5". Over night success, |
| Many Internet marketing newbie's often go and | | | | this keyword really started to do the hard work |
| sign-up for a new PPC account, set up and advert | | | | for him and he sold the car within a week. |
| and flood it with lots of keywords so that they | | | | The moral of the story he is to keep your |
| get lots of hits to their site. After about a month | | | | keywords list low and keep them targeted to |
| of running the advert and receiving their first bill | | | | your website, otherwise you may end up paying |
| for $2000, they then think, "What was I doing?" | | | | out lots of money that you may not have. |
| What people don't realize is that by flooding their | | | | Some websites that you can become and affiliate |
| adverts with lots of keywords they are actually | | | | for will tell you to go and place PPC adverts using |
| damaging their campaigns. The premise behind | | | | a list of keywords that they say are high |
| PPC, and to be fair the PPC companies don't really | | | | converting. My advice is don't use them, |
| tell you this, is to use target keywords specific to | | | | everybody else that is promoting their products is |
| your website or products. | | | | probably using exactly the same list, and so you |
| For instance, I once had a client that was using a | | | | will be competing against their bids for the same |
| well known PPC program. He had a website selling | | | | keywords. However, take a look at the list and |
| classic cars, when he set up his PPC advertising | | | | see if you can use one of the keywords to come |
| campaign he didn't really know what he was doing | | | | up with an alternative. Just don't use the |
| and so used keywords in his campaign such as | | | | keywords supplied! |
| "silver car". Once he had spent over $2500 in PPC | | | | To summarize: |
| marketing and hadn't really sold anything, he came | | | | - Keep your keyword list very short to begin with |
| to me and asked, what was he doing wrong? | | | | and only add on to it when you know your original |
| I took a look at his list of over 280 keywords, | | | | keywords are working ok. |
| this was his first problem. When starting a PPC | | | | - Target your keywords to your website or |
| campaign you should only use a few keywords to | | | | products. |
| test them out. I normally start a PPC campaign | | | | - Don't use preformed lists of keywords, they |
| with 1 keyword and try it for a few days. If it's | | | | don't work. |
| right I then add another, then another if that one | | | | - Never spend more than you can afford on any |
| is working ok for me. If the keyword isn't | | | | PPC campaign. |
| working then I just go ahead and delete it! So, | | | | |