Evaluating PPC campaigns
Posted by: zachriemails in Affiliate marketing, BISNIS, Google AdSense, Google AdWords, IKLAN, Pay per click, tags: internet, Internet Advertising, internet marketers, Internet Marketing, Online Advertising, online marketing, Pay per click, Pay Per Click Advertising, Pay Per Click Summit, ppc, ppc ads, PPC Campaigns, ppcinbox, Search Engine Marketing, SEM, seo Posted in Internet AdvertisingAssume your PPC campaign is on, and so, now what? Well, you have to monitor and evaluate the following:
Are the keywords effective?
If they are, you should be getting more visitors. If they are not then you should get your PPC management company to write better words.
Is your PPC ad appearing on an insignificant page?
If your PPC ad is coming up on insignificant (say after the fourth page or so) of a search engine, then you need to modify your keywords and the bid amount (this is called Bid Management).
Are visitors getting converted into custom ers?
PPC management companies place some kind of software tools on your website to figure out if a click-through visitor actually bought something from your website.
Are you a victim of a click-through fraud?
If there are too many click-through’s - much more than you have ever expected, then something is fishy. Maybe, your competitor is getting your ad clicked so that you burn up your marketing budget. Click fraud needs to be monitored, both by you as well as by the publisher.
Finally, are you making any money?
Ultimately it is the money that counts.
If you are bidding $ 4 on a click and halfway through your campaign you have received say 5,000 clicks, then you have spent $ 20,000, plus the fees paid to the professional PPC management company. Suppose 1 0% of these customers have bought your product costing $ 50; then you have made a sale of $ 25,000. Further assuming your gross margin is as large as 50% then this translates to a profit of $ 12,500, which brings us back to the total ad expense, which is $ 20,000 you just lost $ 7,500, plus the fees! Therefore, it is prudent to do a breakeven analysis of your PPC campaign before you begin it.
A PPC campaign well begun is half the work done. If it is evaluated periodically and set right - if the need arises - then it is well done.
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