SEO: Search Engine Optimization Bible

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eywords and PPC campaigns, like any type of advertising campaign,

need to be monitored carefully to ensure that they are as effective as

possible. Of course, you’ll also want to be sure that you’re spending

only as much of your advertising budget as you need. But determining those

factors requires monitoring activities, spending, and conversions, and man-

aging the strategies that you use to improve those factors.

One factor that will influence your PPC campaigns the most is money. Be

it in the form of your PPC budget, the amount of money that you need to

save, or determining your ROI, you’ll be constantly justifying your PPC

campaign with financial values. Tracking those values isn’t difficult, but it

can be time-consuming.

What’s more, the competition for keywords and PPC advertisements is quickly

becoming more and more rigorous. If you’re not constantly tweaking your

PPC campaigns to make them as effective as possible, you’ll be throwing

your budget away like empty candy wrappers.

Keyword Budgeting

Part of the allure of PPC advertising is that it appears to be a low-cost alter-

native to other types of advertising. The attraction is that you can reach more

people using less of your advertising budget. The reality could be much dif-

ferent, however.

PPC programs are designed to create competition between bidders. You find

the perfect keyword, and then you get caught up in a bidding war. Before you

know it, you’ve upped your maximum bid-per-click. And to accommodate

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IN THIS CHAPTER

Keyword budgeting

Understanding bid management

Tracking keywords and

conversions

Reducing pay-per-click costs

Monitoring pay-per-click

Campaigns ..............................................................................................................

Improving click-through rates

Using PPC to generate profit

The ROI of PPC

Managing Keyword

and PPC Campaigns

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