A limited resource seems to constrain, but provides opportunities to optimize the resource by effective application. Hence a PPC advertising campaign, with its limited budget, demands proper allocation of resources by different means. Measurement of the metrics like ROI, CPA and CTR indicate the direction and allows efficient allocation of the resource. Optimization can be done by finding the websites and search portals that reaches out to most users, bidding for the maximum number of combination of keywords and design of the contents of the advertisements and websites. There are many search portals (classified as Tier1 and Tier 2 according to the number of searches done through the portals) and other websites providing PPC services. The strategy is to find the relevant sites according to the number of visitors, relevance to the products/services and other criteria. Getting hosted by a website whose products/services are very related might be effective, for instance, home remodeling and carpets may be related as the chances of someone going to remodel his/her home would also be looking for carpets are high. Bidding for the right, maximum number of keywords is another optimizing tool. The strategy is to find niche keywords, for which the bidding price is less and the number of searches also less, but the click-thru-rates may be high. The third optimization tool is the design of the contents of the advertisement and website. Currently, there are static advertisements, which dont change. Software is being developed to make the advertisements dynamic, i.e. the title would reflect the keywords typed by an online user making him/her wonder that there is a website that exactly matches the need. Further the click should lead the user to a landing page where he/she can find all the information about the product and also prompt him/her to take action, by requesting more information. Designing of the website is another aspect that is not to be overlooked. It should be easily navigable, provide enough information and an easy way to take action, i.e. the buying experience should be comfortable. Optimizing involves constant tracking of the metrics and also taking action by changing the design of the advertisement, website, bidding price, etc. |
