PPC Analytics: The Ultimate Pay Per Click Marketing Plan

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Pay per click marketing has become the most popular form of marketing in the Internet age. The reason behind the success of ppc is the ease of setup and the ability to get instant results. It is indeed the best answer to instant advertising.

In order to succeed with ppc marketing one must take a very strategic approach. Marketers all over the Internet talk about ppc tactics but the truth is without a solid strategy you will quickly lose a lot of money.

I have worked on ppc campaigns ranging from 10 keywords to 10K keywords and after testing all different kinds of strategies, I found one that is most cost saving and effective. I call this as “the ultimate ppc marketing plan” because proper implementation of this strategy will always ensure success. This strategy incorporates the power of seo 1.0 (natural search optimization) and seo 2.0 (social media).

Here are 3 key steps to help you get started quickly:

Step 1: Download the list of all of your ppc keywords along with visits data for each keyword from your ppc account or your analytics tool (I love analytics – click here to find out why). Plot a line graph of your entire ppc keywords on the X- axis to the visits on Y-axis. This is how your line graph should look like irrespective of the product or service you are promoting using ppc.

screenhunter_01-mar-11-1224

Your top ppc keywords (more generic / brand name) will always bring your more traffic and cost more per click in comparison to long tail (keywords with 3 or more words).

Step 2: Draw a line right in the middle of the curve area (see below). The keywords before this line are your head keywords. Usually, the head keywords are the top 15-20 keywords, but it may vary depending on your product/service offering. (Note: I have seen accounts with 5 to 50 plus head keywords)

The idea is to identify your core set of keywords for natural search optimization. Once you have the keyword list add them to your natural search optimization (NSO) plan and slowly remove them from your pay per click marketing keywords list. This will not only reduce the cost of your ppc but also position you as an authority in natural search.

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(Line graph with head & Tail keywords)

Step 3: Use Google keyword tool and perform search for each of your lowest traffic keywords (start from the end of your keywords list). The idea is to find a keyword that receives less than 300 searches per month and has less competition (green indicator with half or less green). This will be your first long tail keyword.

Draw a line on your excel graph just before this keyword (see below). Keywords after this second line are all long tails. The long tail keywords are most effective for social media marketing. I would suggest that you immediately pull these off from your ppc and add them to your social marketing efforts.

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(Line graph with head, tail and long tail keywords)

Using long tail keywords and power of social media marketing you can easily dominate search engines. Some of my websites rank 1-4 out of 1 million websites for long tail keywords.

The key of success comes with implementation so please go and implement this now. The will not only save you lot of money on your ppc marketing but also add to your online brand image.

I will soon be posting the long tail social media strategy but till then let me know what you think about this and share your own ideas on effective ppc marketing.

Please provide your comments, feedback, or tweets here.

Here is a list of other helpful blog posts –

Bounce rate Calculation in Site Catalyst Omniture

What is Web Analytics?

Is Web Analytics Right for My Small Business?

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