An effective PPC campaign can be divided into three parts; research, implement and optimize.

Research…

• …business goals.What are you trying to accomplish with this campaign?
  • What action do you want visitors to take after they have clicked on the ad and arrived at your website?
  • What will this action be worth to your business?
• …target market.
  • Who specifically are you targeting with this campaign? Is it a broad group or a small group?
  • Why does this ideal customer want or need what I am offering?
  • What is my ideal customer thinking?
• …keywords and key phrases.
  • What words and phrases do my current customers use to search for my products?
  • What are the results from keyword tool searches?
  • What logical groupings and themes can I develop from these keywords?

Implement…

• …campaign structure.
  • Divide your keywords and phrases into logical groups or themes.
  • Use between five and ten keywords for each theme.
  • Determine how many groups do you want to target at once.
• …ad copy.
  • Using a search engine, search for each of your target keywords. Carefully read and study your competitor’s ads.
  • Compose at least two ads for each them, making them as different as possible.
  • Emphasize selling points or unique attributes.
• …landing page perfection.
  • Clearly and succinctly, share the specific product/service your target market was searching for when they were presented with your ad.
  • Offer additional information regarding the product or service.
  • Have a “call to action” that is easy to find and complete.e.
• …campaign settings.
  • When everything above is complete, you are ready to launch your campaign. Each search engine will have a different process, but some items will appear on each.
  • Select the languages and locations for your ad. You can select the entire world, limit it to one country, or even to one state. Do not select a country with a language you don’t speak.
  • Based on your advertising budget, determine your keyword bid amount—what you are willing to pay per click.

Optimize…

• …advertising.
  • Monitor the results from your advertising.
  • Test different elements and evaluate the changes.
  • Keep watching your competitor’s advertisements for new ideas.
• …statistics.
  • Utilize any analytical tools offered by the search engine.
  • Track response and feedback from each advertisement.
  • Be open to changing or eliminating any low-performing advertisements.
• …bids.
  • Track and evaluate your ROI. Examine what you earn per sale, what you are paying for each click, and how many sales you need to make your desired profit.
  • Start with a low PPC bid, then determine if you can afford to increase that bid. Search engines give preferential listing to higher bidders.

A properly implemented and monitored PPC campaign can be a very effective online marketing technique.