There are many reasons why people conduct a pay-per-click (PPC) campaign but there are equally that many reasons why some individuals opt to postpone it or try an alternative option altogether. PPC certainly has its pros and cons. But whatever the case, it remains as an important marketing method that has enabled countless web businesses to reach the pinnacle of success.
There are many elements to consider if you are planning to do PPC marketing for your business like the cost involved, your expertise in this field, and conversion rate. It is also important to be aware of the potential risks you will be exposed to. Click fraud is a big issue that still cannot be prevented altogether. Once you know have the right tools though, its incidence can be minimised.
For those who are quite new to PPC marketing, it is critical to find out as much as you can about it. Trying out free or affordable PPC tools first will give you an inkling of what it entails. Pretty soon, you’ll know the ins and outs of this strategy and can utilise it to its fullest potential. Below are some tools you should know first:
Google Keyword Research Tool – anyone involved in keyword research, whether for SEO or PPC purposes, should use the Google research tool. Aside from helping you identify the main keywords, it also lists related keyword ideas. Integrating the latter into your campaign can yield dramatic results. The Google Keyword Research Tool also gives you the historical monthly search figure and the suggested CPC bid for the phrase.
Google AdWords Traffic Estimator – while the basic CPC information is available from the Keyword Research tool, the Traffic Estimator gives you the figures for the top three advertisement positions and the estimated number of clicks you can expect per day. This serves as a guide for the amount you should bid for selected keywords.
ROI Calculator – conversion rate in the form of click through is the determinant of profitability in a PPC campaign. That’s why monitoring return on investment (ROI) is crucial. This tool gives you the information on all essential numbers in the PPC campaign including average conversion income and monthly site traffic among others.
Keyword Niche Finder – most research tools will provide search figures based on the results from single keywords. But this tool is different because rather than giving you individual statistics, results are pre-grouped into clusters. As a result, it is easy to identify the right PPC ad group. The keyword niche finder from Wordstream can save you a lot of time and effort from research.
PPC Generator – this tool from SEO Book is highly useful in any PPC campaign. It enables you to create ads that can be uploaded to Google Adwords, Yahoo Search Marketing, and the adCenter. It lets you include inputs like the keyword list, ad title, and match type.