How diverse is your pay per click?
All web site owners want as much search traffic as they can get but, many are missing out. If you are only advertising in Google AdWords you may be reaching the majority of searchers but, does your industry niche use Google? What if they use Yahoo or Microsoft? What if another, smaller, search engine provides better niche traffic? Do you know your audience and have you optimized your PPC campaign for them?
Find your target audience and do the research required to determine the best avenue for your PPC dollars. Finding new keywords can often be a tedious and time consuming task. Using your web server statistics can often reveal new keywords and areas of interest to help you mold and shape your campaigns. I recently talked to a customer who had issues with their Google campaign and 100% of their traffic was gone overnight. Looking at their Analytics from one day to the next was like comparing the heart beat of a marathon runner to a complete flat line. Had other programs been in place the traffic report would have been much less dramatic and budgets in other programs could have been increased to offset the loss. You wouldn’t put all of your retirement into stocks? So why is all of your PPC in one program? You need to prepare your PPCP (Pay Per Click Portfolio) and invest in some cash and bonds. Spending a few dollars in several programs may provide enough information in just a few days for you to make an informed decision. You might find that other programs convert higher and for less money. It is important to diversify your PPC exposure to ensure your web site is reaching its full potential. Use your analytics to better understand your target audience, do some research to locate industry specific search programs and invest in multiple PPC programs to be sure that your PPC traffic doesn’t crash.
