A lot of money is left on the table by marketers who don’t get the most out of their pay-per-click (PPC) campaigns. It’s kind of like searching a dangerous forest for an apple tree, then only picking one apple when you finally find it.
Finding probable campaigns is hard. But once you do find them, it’s critical that you do everything you can to get the most out of them. Here’s how to get the most out of every pay-per-click campaign you build.
=> Build a List or Build Out Your Back End
Making just one front-end sale is a terrible way to do PPC marketing. For one, you’re just leaving so much money on the table. The second sale is seven times easier than the first and can be of a much higher ticket, without having to subtract advertising costs.
You also won’t be able to compete in the long run with competitors who have a strong back end. If you can only pay $0.50 per click because you’re only selling front-end products and the other guys can pay $2 because they’re selling front and back-end products, you’ll eventually be forced out of the market.
Build your list and build back-end products. Get the most out of every visitor.
=> Expand on Successful Campaigns
When you find a successful campaign, build that out as much as possible.
Find variations of your existing keywords. Look for synonyms and misspellings. Look for other keywords that the type of people you’re targeting would look for.
Expand your match types. If you find that you’re profitable on exact match searches, try expanding it to phrase or broad match.
Look through your traffic logs to see what people actually typed in to get to your website. Often times you’ll be able to find a lot of keywords you would have never thought of this way.
If you’re using AdWords, turn on their search partner’s feature. This will give you a good 10% to 40% boost in traffic. Make sure you test it carefully to see if it converts.
=> Duplicate Successful Campaigns to Other Mediums
If you have a successful campaign on AdWords, duplicate it to Yahoo and MSN. Sure, it’ll only give you 15% more traffic, but you don’t have to go through the painstaking process of finding a profitable campaign. All you need to do is export your campaign, import it and collect the check.
Try Facebook PPC or display PPC (magnify 360, AdBrite, etc.) once you have demographic data. The “style” of advertising is very different, but if you can target the same type of people with an offer that you know converts, you have a very decent shot of making it work.
Also try exporting successful campaigns to contextual networks. Both Google and Yahoo have contextual networks, though Google’s is much larger. Advertising on the content network means mastering a pretty different skill set, but again you have a huge leg up because you already know what works and what doesn’t work from your first successful campaign.
Get the most out of every campaign you build by having a solid back end, building a list, expanding on successful campaigns and then porting those campaigns to other platforms. If you do all three of these things, a successful campaign that’s making $1 today could easily be making you $5 or more in just weeks or months.