Build A Niche Store

Use PPC Wisely With BANS

Posted by admin

When I first got started, I thought I understood how PPC worked. You create an ad, choose your keywords and post it to Yahoo, Google, MSN. Someone then searches on your selected keyword, they click your ad and you pay for that click or referral to your site. Boy was I wrong and boy did it cost me.

One of the first mistakes I made was overusing their keyword tools. True, their keyword tools provide you with a ton of information, but is it the right information for you to use in a PPC campaign? The problem you will find is that most of their tools do not include action words in them. Words like, “buy”, “discount”, “for sale” or other words the signify the searcher is wanting to purchase. And, that is what I call a budget killer.

For example early on when I first started. I had a site that sold used campers. So, I created a keyword list that had about 200 keywords in it. But, one of those keywords was “used campers”. I launched the campaign around 6am and then went to go play golf for the afternoon. I got home around 2pm and checked my AdWords account. To my excitement I saw that I had over 200 clicks, but it cost me about $50. This PPC traffic caused my EPN clicks to exceed 900 for that day. Surely out of 900 clicks someone would have to buy something?

Wrong, zero sales the next day, the day after that and the day after that. All that PPC traffic did nothing for my earnings. Why? Simple. It’s not targeted. Chances are all those people were just mining for research, not buying.

So, now I’m a ton smarter when it comes to PPC. With all of my campaigns I include an action word. Since making this change and eliminating generalized keywords, I seen an increase in my PPC clicks go from 1% to 15%, my quality scores have gone way up, minimum bids have gone way down. But, most importantly I’ve seen more conversions on a much lower PPC budget.

One Response to “Use PPC Wisely With BANS”

1. Hugo Santos Says:
   August 14th, 2008 at 11:22 pm

   i to made the same mistake, and only recently learned that…to late, because i have spent my budget and it will take me a few days to get my adwrods account funded. but next time i will sure take this post in consideration.

Leave a Reply

Name (required)

Mail (will not be published) (required)

Website