Make your Industrial PPC Campaign more Profitable
There are many benefits to Pay Per Click (PPC) marketing, but search engine optimization (SEO) still provides the best return on investment in the long run. That’s why it’s important to develop a strategy for lowering your PPC costs over time as your SEO efforts begin to pay off.
The first way you can lower your PPC costs is to monitor your organic rankings and remove keywords from your PPC campaign that have good visibility. Once a keyword ranks in the top 10 of Google, you can remove it. Since Google rankings can fluctuate several positions, you may only want to remove keywords ranking in the top5 or top 7 to better ensure a consistent top 10 ranking over time. Check your rankings once a month to see if there are new keywords to remove.
The second way to lower your PPC budget is by refining your list of PPC keywords based on quality. There are three metrics we look at to determine what a quality keyword – click through rate (CTR), cost per click (CPC), and Cost per Conversion. We want to keep keywords with a low CPC, a high CTR and a low cost per conversion, and remove the keywords without. The longer your campaign is going, the more accurate this data will be. I recommend waiting at least 6 months, but if you’re in a hurry you can do it sooner.
Once you’ve completed this, you should have a list of high converting quality keywords in your campaign. Your PPC campaign should now be easy to manage, more profitable and allow you to focus your efforts on search engine optimization.
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Good content. Just wanted to add some points here that may be helpful for those looking out for professional SEO services. There are tons of SEO companies offering different SEO packages and solutions at highly competitive rates. However, when looking our for these services, its important to not only look at the affordability factor but also what is unique about their SEO service and what differentiates them from other companies.
While choosing an SEO company its equally important to analyze the SEO company’s website in terms of their Rankings, Yahoo links, Google index, Alexa ranking and similar such factors which indicates the company’s expertise in the field of SEO. So make sure you are doing enough research and smart work before investing your advertising spend.
Comment by annarogers — March 6, 2009 @ 7:46 am
Hi Anna,
Yes, it’s very important to do your research before signing up for SEO services from any company. That’s why we always encourage people to read about what to look for in an SEO company.
Thanks for stopping by!
Comment by Dana — March 6, 2009 @ 9:54 am