Compared with search engine optimization, some advertisers running pay per click advertisings may say that PPC advertising is not working for them or their business in that it is just wasting their budget without giving them any return related to their marketing objectives such as increase in brand awareness, website visitors, sales, etc. However, are they really sure this is because the PPC advertising system is not working well or they or their online marketing agencies are not effectively managing their PPC campaigns. Therefore, today I would like to tell you how you can optimize your pay per click advertising campaign to meet your marketing goals.

Landing Pages : Importantly, you should choose the landing pages that are related to your creative ads. What you should not do is use your home page as a landing page for all creative ads. For example, if your ad talks about iPhone 3G, you should not link your ad to home page that contains various mobile phones but you should bring your customers to the web page specifically talks about iPhone 3G. Using landing page related to your creative ads can increase your quality score, leading to higher position of your ads with lower cost per click.

Locations : If you can only deliver your products to customers living in Asia, why would you set our ads to show in France? Therefore, you should set your ads to show only countries or areas that you do your business. Showing your ads out of your business areas just wastes your budget since people in those areas may click your ads but you cannot serve or service them.

Keywords : You should consider your marketing goals before choosing keywords. If your goal is to increase brand awareness or traffic, you may consider general keywords. On the other hand, if your goal is to increase sales you may consider more specific keywords like two- or three-word keywords or you may use your product model name as keywords since people using product model name as a search term normally already have buying needs.

Creative Ads : Your creative ads should be relevant to your bought keywords so you should put keywords in titles and descriptions of your creative ads. However, how you write your ads must stick with Google Adwords Editorial Policy in case you use Google Adwords. Furthermore, you should have multiple ads for each Ad group so you will know which ad has the best performance or brings you highest conversions.

Ad Serving : As mentioned above, if you have multiple ads for each Ad Group, the Ad Serving option ‘Optimize’ is recommended since with this option, the ad having the best performance will be most frequently displayed.

Schedule : One thing you should know about your targeted customers’ behavior is when or what time of the day they surf the Internet or at least they wake up and go to bed. With this information, you can set the schedule when you want your ads to be shown rather than let your ads show all day all night since people who may not be your targeted customers will probably click you ads and you will be charged.

Conversion Tracking : Importantly, you will not know whether your pay per click advertising campaign is successful or not If you do not know the conversions the campaign bring you. Therefore, you should install conversion tracking code into your success page. The success page can be thank you page after payment process, booking page, download page, contact us page, etc depending on your marketing goals.

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…