Pay Per Click Tip - Focus On Longtail

When starting a new pay per click campaign, there is no need to get into a bidding war with your competitors before you know how well your campaign converts. Rather, focus on very specific, long tail phrases that are likely to have less competition and a lower cost per click than the more general short tail phrases.

Additionally, don't start out with broad match phrases. Instead, start testing with exact and phrase matching on your keyword list. This will help your ads to only show up for highly relevant searches. Using only very specific phrases will give you a better idea of how your creative performs and how your landing pages convert without breaking the bank.

Once you have your ad copy and landing pages optimized based on your campaign data, then you can start including more broad phrases.

Pay Per Click Advertising Tip - Define Customer Personas

When setting up a pay per click advertising campaign, a very important key to success is to break your campaigns into tight, granular ad groups. One way to carefully segment campaigns is to identify customer personas.

As internet users, we don't all search for the same products and services the same way. Different demographic groups may use slightly different search phrases and respond differently to offers. For this reason, it is important to understand what groups would be interested in your product or service and how to speak to them through your advertising.

Identify your customer subsets and give them names (i.e. high school students, soccer moms, etc). Think about the words each segment would search that would result in a sale/lead. Set up a different ad group for each customer segment and focus on the phrases that specific group would likely search. This will also allow you to present different ad copy/creative and landing pages to each segment.