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The research clearly shows that pay per click ads is the hand down best way to draw traffic to your site, yielding higher traffic, higher conversions and higher average orders. This means that if you want to get the most out of your ecommerce business, you need to get ad strategy correct. That strategy begins with the accounts that you establish with the providers, Google, Yahoo and MSN.
Establish multiple accounts to improve your Quality Score
When you set up your account, you should definitely establish multiple campaigns. Each campaign can then be managed based on its own objectives and you can tinker with the settings based on performance without affecting the performance of your whole account. If you choose to use only one campaign, you can negatively affect your quality score. The Google Quality Score, according to Google, is a dynamic variable calculated for each of your keywords. It combines a variety of factors and measures how relevant your keyword is to your ad text and to a users search query. Your Quality score affects your keywords minimum cost per click and position in the search results. It could even affect whether or not your ad even shows up. The better your quality score the lower you can bid and the better your ad placement.
Review and evaluate default settings
The default settings for your account may not be the most advantageous for you even if they are advertised as being recommended by the supplier. Look for those settings by:
Selecting the Settings tab in Google
Selecting the Campaigns tab in Yahoo then click the Settings tab
Selecting the Campaign name then Change Settings
Next, take a close look at the content network. PPC guru David Szetela of Search Engine Watch suggests that you turn off this option to improve pay per click results. He says that Hybrid search and content campaigns should almost never be combined and the poor performance that results is one of the most significant factors in the failure of PPC advertising campaigns.
Finally, change your add delivery setting from optimize to rotate. The optimize choice will show the ad with the greatest click through rate more frequently, a great strategy for optimizing search engine profits. However, click through does not equal conversions. You are better off rotating ads so you can better evaluate their success rates.
Reduce fraudulent clicks through exclusion
Each of the search engines distributes ads to various networks. Some of these networks are fraudulent and produce traffic that is not useful to you. You can find these offenders by looking at your statistics. Search for domain names that refer traffic but have an extremely high bounce rate. In Google you can simply drop those domain names into a negative excluded sites folder. Other search engine providers require that you call to make this adjustment.
These introductory tips will set you on the right track.
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