Planning you PPC campaigns in advance will save you time and more importantly money in the long run. Getting clicks that convert into buyers will be your main objective. A person who clicks on your ad may well be just after some product information. You will need to target hungry buyers.
Your conversion goals should also include the cost of converting a prospective buyer into an actual buyer. You will find that conversion rates and costs will differ between markets and products. For example, a credit card company will be willing to spend more on a click than a site selling postcards. Try to think about the product you are selling at the outset of your pay per click campaign and work out how much a click is worth to you.
You should try to set a time limit for measuring the success of your campaign. I will often get rid of a campaign if my keywords are not converting at least 1 sale for every 30 clicks. However if you are just starting out in PPC, conversion rates of 1 sale for every 70 clicks is acceptable.
Focus on the unique selling point of your product to achieve PPC success. There will be many others advertising the same product as you. Therefore, you will have to convince the buyer to click on your ad and not your competitors. Try offering the product at a lower price or include a bonus if the buyer buys from your site.
Luke is a pay per click (ppc) internet marketer. He spent 5 years perfecting his pay per click techniques before quitting his day job as an accountant.
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