Keeping A Lid On Your Campaigns
The most important aspect of keeping a lid on any pay per click ad campaign is simple… just don’t spend more money than you can afford. That might seem obvious, but most people don’t think past the money in their pocket. But that’s not good enough when you’re talking about pay per click. It’s one thing to say you’ve got “x” amount of money to spend on an ad campaign. Trying not to exceed that amount is a whole different story.
Yes, you need to establish a budget. Yes, you need to stick to that budget. Unfortunately, that’s not easy when you’re faced with someone who’s bound and determined to out-bid you for a keyword that you’ve already determined is the best choice for drawing targeted prospects to your website. One way or another, you need to establish monetary lines that you absolutely won’t cross, no matter what the circumstance.
Whatever monthly budget you’ve allotted, stick to it. If someone outbids you or the price of a keyword is beyond your financial reach, let it go. It’s not worth the risk. As long as you’re relatively cautious and make an extra effort to bid within your means, you’ll be able to profit more easily. And in most instances, enjoy much higher profit margins.
And speaking of profit margins, you should run a PPC campaign only as long as it continues to make money or produces the desired results. If it fails in that respect, you need to either be prepared to do a total overhaul (tweaking and refining) or end the campaign altogether.
You also have to consider your product. Is it the ad campaign that failed or is it the fact that your product isn’t capable of generating substantial sales, no matter what you do?
For the most part, you should be able to determine accurate results after approximately three hundred clicks. When any ad reaches that plateau, compare the amount of money you’ve spent to what you‘ve gained. Then, and only then, decide if the result warrants additional investment.
Pay per click is only as good as the bottom line. And in this case, that bottom line is your ROI… return on investment. If it’s good, make it better. If it’s bad, be prepared to bail out before it drains your entire advertising budget.
At the end of the day, the best way to get started is to run a PPC campaign for as long as it’s generating what you consider reasonable results. When it stops doing that, it’s time to pull the plug and invest time and energy in another campaign.
No doubt, there’s considerable benefit in using pay per click advertising. Handle it wisely and you’ll be able to rely on it for the majority of your advertising and promotion needs. More importantly, you’ll have the ability to generate substantial results in the least amount of time.