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Maximum Website Promotion through PPC Bid Management

Methods & Tips for promoting your website, or affiliate programs, on the major search engines with pay-per-click advertising. Google Adwords, Overture, FindWhat, Kanoodle & more...

Moderators: angienewton, tknoppe, terrapin719, lisamariemary, Russell Portwood

Maximum Website Promotion through PPC Bid Management

Postby wannaliveright » Sun Mar 16, 2008 3:34 pm

Tools for Internet Marketing have been rising to popularity these days because of cost-effectiveness and the possibility of measuring increase in profits and sales.

Pay per click (PPC) is a means to advertise business through the use of keywords/phrases in the search engines. The advertiser is required to only pay for each click that sends a visitor to his website. Search engines such as Overture, Google Adwords, Search Yahoo and Miva are just some examples of search engines. They offer top positions among the sponsored listings for particular keywords/phrases you choose. The idea for bidding is you have to buy/bid on keywords/phrases relevant to your business. The highest bidder gets to be on the top of the search result listing and the second highest bidder, of course, gets the next top listing and so on. Every time a visitor clicks on your website, you will have to pay the same amount that you bid on that particular keyword.

PPC can be very costly, time consuming and sometimes not worthy. But if you know how to go about the step by step procedures, PPC is a welcome change to traditional advertising.

If you do your searches for products, articles and auctions in the net, you usually type in a keyword or a set of phrase to guide you in your search. Either you use Google or Yahoo Search depending on where you are most comfortable at and where you usually get the best results. As soon as you key in the search button, immediately a long list of keywords or phrase will be displayed containing the keywords you key in. The first or the top link that you saw is most likely the one who bids the highest for that keyword you type. In this way, businessmen will produce the desired results; they get to be advertised, at the same time, saving and spending only for the clicks they need that might translate to potential sales.

The way to start PPC bid management is to identify first the maximum cost per click (CPC) you are willing to pay for a given keyword or phrase. CPC varies from time and even search engine to search engine too. Maximum CPC can be measured by averaging the current costs of bids (bids range from $0.25 to $5). Average of these bids is to be used as the maximum CPC to begin with. As your ad campaign progresses, the actual conversion rate (visitors turning to potential buyers/sales) will be determined and you may have to adjust your CPC (bidding rate) accordingly.

When you start to bid, see to it that you adopt different bidding strategies for various search engines. Search engines have their own PPC systems that require different approaches. It is also worthy to identify different bids for the same keyword phrases in various search engines.

Another thing, it is wiser not to bid for the top spot for two reasons: 1) It is very expensive and impractical, and 2) Surfers usually try different search queries in various search engines before they settle on the right one that fits to what they are looking for. This hardly results to conversion. Try to bid for the fifth spot instead and work your way up.

If you are now going steady on your PPC biddings, it is time for you to develop your own bidding strategy accordingly. It is important for you to track down which sites bring the bulk of your traffic and identify the ranking of your paid ads. This will help your bidding strategy to be effective and you should also decide where you want your ad to be positioned. Usually your maximum CPC will limit your choices.

Bid gaps (e.g. $ 0.40, 0.39, bid gap, 0.20, 0.19, 0.18) occur when there is a significant price increase to move up one spot in the PPC rankings. It is best if you take advantage of the bid gaps by filling them in so you can save up your cents to other bidding opportunities. Often there are keywords worthy of lesser bids to get the appropriate ranking on the list and produce a good number of clicks and higher conversion rate rather than bidding higher but having a poor conversion rate. You have to put in mind that overbidding too is not good but rather the best position for the most effective bid.

Using pay-per-click bid management in promoting your website will only be successful if you take time building many lists across many engines and studying the performance of every listing. In this way, you can make the most value from what you spend in the bidding process. The key is to use the necessary precautions to stay ahead of the competition.

Bid Management Tools

In ensuring best results, you may use bid management tools. There are accepted and approved management tools that will help you in your bidding. They are categorized in two different types:

• Web based (services by monthly subscription) or,
• PC based (a purchased software)

Monitoring tools too may help in the tracking down of your keywords/phrases and search engines as to which among them often generate sales, overall and in relation to your cost per click. This is what you call return of investment (ROI) monitoring.

These bid management tools may include additional functions that may not get from online marketing tools that are readily available. Other tools can monitor competitor’s bids, produce reports for different parties and offer the ability to interface with multiple PPC engines. This is particularly helpful to those who manage more than a hundred keywords across several PPC engines to boost productivity and save time.

Pay-per-click bid management is ideal for the effective promotion of your business online without the hassles of draining your financial keeping too much. It is now fast catching up as a means used in marketing your goods and services to reach to as many consumers as possible.
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Postby MrCat » Sat May 17, 2008 10:13 pm

Nice read!

Indeed there are several ways to use PPC as a way to increase your ROI.

Its a matter of knowing how the system works that would make it all possible ;)
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Postby Russell Portwood » Mon May 19, 2008 12:52 pm

Nice article. While some folks have been burned by PPC, others have found the right combination to make it profitable. One important key is the ability to know which clicks are producing SALES (or other desired action). A campaign that is producing 20 click-throughs at .80 a piece ($16 ad spend) may sound bad compared to a campaign that produces 100 at .10 ($10 ad spend). But if the more expensive one produces $40 in sales and the "less expensive" one produces $10 in sales, which is really better?

The point?
Track all the way to the sale.
I Know, testing is a pain in the neck but it is absolutely necessary if you want to be successful with PPC.

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Postby leadgenerator » Thu Jul 10, 2008 12:00 pm

I wanna to add -
Follow 5 Steps When Opting Google AdWords

You can use Google Ad Words efficiently by using PPC management services. There are 5 steps of doing it effectively. Following are those 5 steps...

Step 1: Product decision- First of all find a product or service to promote. It can be an affiliate product or one of your own products.

Step 2: Keyword Research – Select the targeted and potential keyword to suit your service or product. A PPC management company can teach you how you can avoid unnecessary clicks from users because it can increase the average cost per click.

Step 3: Key-phrase competitiveness check: You can do it by entering any of your main keywords in the search engine. By doing this you can see how many ads are displayed on the sponsored ad of the search results. Some key phrase may produce as many as 40 advertise or more. It means the market is very competitive. If the number of advertiser 16 or less then it can be potential market to target.

Step 4: Google Ad Words account creation - There is an activation fee for Google Ad Words and after that you can decide how much you are willing to pay per click and per day. You can set a daily budget as you want.

Step 5: Write ad Copy of your choice – Write your ad copy and while writing use your main keyword or key phrase in the title of your ad.
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Postby Russell Portwood » Thu Jul 10, 2008 1:40 pm

Step 5: Write ad Copy of your choice – Write your ad copy and while writing use your main keyword or key phrase in the title of your ad.

Here's a good way to use a number of keywords without having to write a different ad for each one. Use Google's dynamic keyword insertion.
This is the syntax {keyword: }

Automatically your ad will match the search terms the person searching was looking for (which will improve click through rates since the ad matches exactly what the searcher was hunting for).
This can be used in the title as well as the body.

So, what if the search term is too long (has too many characters)?
That's where the colon comes in. Place a default term after the colon, like this. {keyword: Keyword Software}
In this instance, the ad would display "Keyword Software" if the search term was too long for the headline or wouldn't fit in the body of the ad.

Want to capitalize?
{keyword:} will make the inserted keyword lower case {KeyWord:} will capitalize all the words in dynamically inserted portion.

Wait - there's more.
If you use software like Amir Darwish's Xtreme Conversions you can track the dynamically inserted keywords all the way to the sale!
NOW you're cooking. You can test to see what really pays. 8)

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