03.14.07
Make Your Keyword Campaign Click
1. Know Your CPA/CPL (Cost Per Acquisition/Cost Per Lead)
Before you start any keyword media buying for your Web site, know exactly how much you are willing to pay for a conversion. This will be the basis for all of your keyword advertising and will allow you to spend your money in the most cost-efficient manner possible. You don’t want to spend $50 on keyword advertising to drive a customer that only brings in $10 of revenue, right?
2. Choose Keywords Wisely
Having a mix of broad and precise keywords will allow you to figure out exactly what works for you. Create separate campaigns, one for broad keywords and one for more precise keywords. A broad keyword, for example, is “cruise,” whereas a more precise keyword to also test might be “cheap bahama cruise.”
Each type of keyword – broad and precise – has its own benefits. Broad keywords will yield higher impression numbers but won’t necessarily prompt many conversions, while precise keywords won’t garner the same level of exposure but will likely result in a higher percentage of conversions.
3. Track Conversions
Whether you’re tracking pixels or a unique link for each keyword through your weblog, the important thing is to track your conversions! Online advertising differs from any other advertising medium in that you can – and should – track everything. The more granular at which you can look at your campaigns, the better you can maximize your advertising dollars. Knowing which specific keywords do and don’t work allows you to spend more on those projects that yield the highest ROI (return on investment).
source: adotas
