Summary: Most people know about Pay-Per-Click advertising, but don’t know how to really make it work for them. Most people struggle with how to make the most out of PPC advertising and make the biggest return from what you invest.<br> PPC advertising changes almost daily, so you need to stay up-to-date with all of the changes that happen. Always work toward improving your efforts.<br> PPC means advertisers are paying for each click they get on their advertisements. Website visitors do a search, and the top results are typically PPC advertisements. Advertisers are paying on certain keywords that will be matched with search queries to make their ads appear to drive traffic to their Web site and generate leads. They need to structure their account in a way that their keywords match with their advertisements.<br> As a paid advertiser, you have more control than the organic Search Engine Optimisation (SEO) model to attract potential customers. Sadly, many PPC advertisers think they are going to get results immediately, but it does take time to achieve results due to competition.<br> Factors to consider with PPC advertising:<br> <br> * Quality scores: These scores are based on the relevancy of your keywords to your site, your site performance, and the quality of your content. Make sure your site is the best it can be!<br> * Metrics: Your site’s metrics are important. They effect where you are going to be placed in search results.<br> <br> * Most important metrics to focus on:<br> <br> * Conversions<br> * Cost per conversion<br> * Impression share<br> * Quality score<br> <br> <br> * Sites: There are several online sites to utilize PPC advertising:<br> * Google<br> * Bing<br> * Facebook<br> * Twitter<br> <br> <br> <br> Conversions are very important. Conversions include fill-out forms, ebook downloads, and direct purchases. Make sure to have conversion tracking set up.<br> What leads to underperforming PPC advertising campaigns? Not getting conversions. If you are not getting conversions, then you are not getting any value out of your account. Also, if you are not getting awareness/impressions, then you do not have a profitable campaign.<br> What results in a successful PPC advertising campaign? Visibility and conversions.<br> About Margot:<br> Margot da Cunha is a Pay-Per-Click (PPC) advertising expert for WordStream.<br> She started off at Indeed.com, the job search engine. Then she joined WordStream as a customer service representative and became certified in Google AdWords. She helps customers get the most out of their budgets using AdWords.<br> PPC is a field that is always changing, and there is always something new to learn. Margot definitely has to keep up with all of the changes and new features.<br> It is important to hire people like Margot to have successful advertising campaigns. Entrepreneurs need to develop a partnership with someone who knows how PPC works and can dedicate time to PPC efforts. It’s just a matter of finding the right help, says Margot.<br> To find a quality partner, you need to identify: What do you want? Do you want some control or fully outsource help? What do you expect? What are your goals? Research options and companies that offer PPC services. Make sure they are on track and doing what you want them to do.<br> Margot’s Actionable Tips:<br> <br> * Set up your Google AdWords account effectively and properly:<br> <br> * Ad groups do not exceed 30 keywords.<br> * Target right location and languages<br> * Evenly distribute budget between campaigns<br> <br> <br> * Review search query data<br> * Monitor metrics for Key Performance Indicators (KPIs)<br> <br> Top Quotes:<br> <br> * “I got to really dive in and learn all about PPC. Now I’m kind of obsessed with it.”<br> * “It’s definitely a really cool field to be in.”<br> * “There’s kind of all different little things that can really affect how your advertisements...
