Top 5 PPC Management Tips

jclayc | March 4th, 2008 - 12:51 am

Pay per click (or “PPC“) advertising is familiar to most people as those tiny ads that show up along the top and right column of Google and Yahoo sponsored search results. As little as 2 years ago, money ruled the paid advertising marketplace – he who had the most $ got the number one spot. More recently, Google AdWords has added a Quality Score or “QS” to how paid ads are ranked. This makes sure the ad and landing page both talk about the keyword being bid upon. Money + Quality = better placement within the sponsored results. So, what are the top PPC management tips in this new age of “QS” if you’re going to maximize traffic and minimize cost?

  1. Base your paid advertising keywords on your website’s copy – if you don’t talk about it on your site, don’t bid on it. Conversely, if you want to break into a new area of practice, add content to your site first.
  2. Segment your ad groups based upon your site’s available landing pages. The search engines like to see that you’re delivering visitors to a page appropriate for their query.
  3. Make sure you use your target geography and as many keywords as reasonably possible in your advertisement itself. State that you are Ft Lauderdale lawyers or an Ohio criminal lawyer
  4. Create multiple ads per ad group. Hey, let the search engine test and choose the best copy.
  5. Turn off Content Match. Too often, this is nothing but a moneypit.

These five things alone can significantly improve the performance of most legal, paid advertising campaigns. Of course, if the website you’ve built to receive these visitors is of poor quality or without clear contact methods, even a huge volume of traffic will result in little business for your firm. These recommendations assume your website is able to convert PPC traffic to leads.

See Also:

[tags]PPC Management[/tags]

Related posts:

  1. Google’s AdRank Blurs the Line Between PPC and SEO
  2. Yahoo Announces Advanced PPC Targeting
  3. PPC Landing Pages, Part 1: What Are They, Why Do You Need Them?
  4. PPC: Landing pages, Part 2: What should they look like, what info should they contain?
  5. Google Website Optimizer Beta
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5 Responses to “Top 5 PPC Management Tips”

  1. New York CLE says:
    March 17, 2008 at 8:21 pm

    Great advice here. It is really vital, especially in a market like the one we are in right now, for lawyers to market themselves the right way. PPC advertising is a cost efficient way to reach the customers who are looking for you.

  2. Marc says:
    April 22, 2008 at 7:48 pm

    Google has added soo many things to adwords in the past few months I can barely keep up.

    the benchmarking seems to be at the top of my list cause I am a big fan of “compete” traffic stats which allows us to compare public traffic estimates of multiple sites at a time. and the charting is beautiful compared to alexa charts and numbers which are almost useless for small sites

  3. BRBS says:
    May 19, 2008 at 2:49 pm

    Managing Pay-Per-Click is growing increasingly difficult. Usually technology makes things easier. What happened here? Its looking like we need multiple services and a dedicated human to manage our accounts. I hope some product or service can consolidate this on-going process so we can focus on our core business.

  4. shafer says:
    August 5, 2008 at 10:17 pm

    it’s amazing how ppc can be completely useless unless utilized correctly just like optimization needs you’re complete attention ppc should not just be “bought” but effectively created, and with this crazy internet chain, we do need lots of time and focus to it as well.

  5. Arizona PPC Management says:
    May 31, 2009 at 3:13 pm

    Good tips. The biggest thing to remember is to bid on keywords that produce clicks & sales.

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