White Paper Reveals How to Optimise a Google Adwords Pay Per Click (PPC) Campaign to Maximise Return on Investment (ROI)

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PPC Management Company at Sayu.co.uk have revealed how PPC advertisers can use the long tail of search to reduce overall advertising spend and increase the quantity and quality of traffic that is provided by a PPC advertising campaign.

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Once PPC advertisers have expanded their keyword list, depending on how big an inventory is it is likely most advertisers will have many thousands of keywords. It is essential that a method is put in place for monitoring, calculating and maintaining the optimal bid amount for each keyword that will give the best ROI.

Mr James Brown, Head of Research & Development at Sayu today announced the release of his new white paper titled Google Adwords: Using the Long Tail to Optimize your Google Adwords ROI. Based on years of practical experience, Mr Brown reveals invaluable tried and tested strategies that will help PPC advertisers obtain as much, or even more relevant traffic for substantially less money.

For PPC advertisers, the likelihood of increasing the amount of profitable traffic coming through to a website, for substantially less money appears impossible. This is because the massive growth in advertisers bidding in the PPC arena has substantially increased the cost per click (CPC) required to maintain visibility on the PPC search engines.

Mr. Brown Explains: "In the PPC advertising arena the CPC for generic keywords such as “books,” “shoes” or “laptops” is extremely high; solely because there are so many PPC advertisers bidding against each other for the top positions. To overcome this fierce competition our strategy focuses on targeting more specific keywords such as "fishing books", "tennis shoes" or "dell laptops". Not only is the CPC lower for these less generic keywords but we are able to target the advert creative and landing page more specifically to the users requirements, resulting in increased conversions for substantially less money."

Expanding a keyword list to form, in most cases thousands of specific keywords is also know as reaching into the long tail of search. The white paper addresses in detail how the long tail of search works in PPC advertising, and how it can be successfully implemented, tested and managed.

"Once PPC advertisers have expanded their keyword list, depending on how big an inventory is it is likely most advertisers will have many thousands of keywords. It is essential that a method is put in place for monitoring, calculating and maintaining the optimal bid amount for each keyword that will give the best ROI."

The optimal bid amount for a keyword depends greatly on what the click through rate (CTR) is for that particular ad, and how the CTR changes by moving a position up or down.

"PPC bid management tools can be especially helpful here. It is highly recommended that the solution you choose can manage your accounts on a keyword level, not just on a campaign or Adgroup level. Different keywords will perform very differently across a campaign, so by utilizing algorithmic methods to measure the performance of many thousands of keywords and forecast an optimal bid amount, you can be sure that you will always be getting the best ROI for each keyword."

To maintain good click-through and conversion rates, Mr. Brown explains that it is important for advertisers to implement targeted creatives and landing pages for relevant keywords.

"With a good tracking system it is possible to measure the ROI of each individual advert text, and by dong this you can optimise your campaign to make sure that you get the ideal creative to attract the most conversion-friendly users."

By utilizing the company’s PPC statistical expertise, long tail marketing techniques, and proprietary automated bidding software developed in-house by the research and development team, Sayu are currently helping more than 100 clients make more profit from their PPC advertising campaign.

Sayu Ltd. specializes in pay per click management services. By utilizing advanced statistical techniques, long tail marketing and proprietary automated bidding software we can reduce overall advertising spend and increase the quantity and quality of traffic that is provided by a client's internet advertising campaigns. To organise a free health check and 30 day free trial of our PPC management services, or to get more information please visit Sayu.co.uk or call the Sayu team today on 0800 634 8283

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Tracey Simpson
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