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.

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[tags]PPC Management[/tags]