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Money Saving Pay-Per-Click Tips
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About the Author
Rebecca Appleton (197 Posts)
Rebecca is the managing director of search engine optimization agency Dakota Digital a full-service agency offering SEO, online PR, web copywriting, media relationship management, and social media strategy. Rebecca works directly with each client to increase online visibility, brand profile, and search engine rankings. She has headed a number of international campaigns for large brands.
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Nowadays it seems everybody is bringing back the Content Network as a
cost efficient option.
Might be time to give it a try!
There are some good tips here Rebecca, nice article.
I would definitely recommend folks re-consider listings, particularly on Google where you can see results by site and exclude those that not converting for you or aren’t as relevant to your products. Also, try adding specific Placements in Google so you can place your ads on specific properites.
As for having too many keywords, a couple other suggestions for refinement include narrowing your match type from broad to “phrase” or [exact] matching and adding negative keywords where appropriate. For example one of my clients sells pirate hats like you would wear to a costume party, so we could try a phrase match for “pirate costume hat” and add the negative keyword -Pittsburgh so that people looking for a Pirates baseball cap would not see my clients’ ad.
@ Rob Bunting I agree with you, and will proably vote that way as well…well said!
Constant attention to the SEO side of the house as well.
Without consideration, overall PPC cost could rise as ad spend is cut. Site best practice current strategies and algorithm’s that change determine relevancy and higher quality scores… = lower per click cost
Thanks for the following tips, i think for ppc the keyword selection and keyword prominence is very important,it should not be as the regular seo.
I find that keep your quality score as close to 10/10 as you can will help with cpc. This means you need to make sure that your landing page is an exact target to your keyword phrase.