Pay per click can be a minefield if you don’t have much knowledge of what you are doing. Your success or failure depends largely on the keywords you choose to bid on, and if you choose the wrong ones you aren’t likely to get a very good response to your pay per click advertising campaign.
Clearly, keyword research is the main task that you need to spend time on if you want your cost per click advertising to work efficiently. Many people make the mistake of selecting single keywords that already have a great deal of competition when they are constructing their first
Long tail keywords are the better route to follow. Long tail simply means that you are concentrating on targeting a specific phrase rather than a single word. This will target your audience far more efficiently and it will usually bring much better results. You may end up getting less people clicking through (meaning less costs for you, particularly as long tail keywords also tend to cost less to bid on) but the people who do click through are much more likely to take an active part in your website – whether that means buying something, signing up for something or otherwise getting involved in a way that targeting single keywords would not match.
Of course, experimentation with your pay per click advertising is still the key to success. You may be lucky and pick an exceptionally productive key phrase right at the beginning, but you should always be monitoring your results to see how you are doing and whether or not you are getting the results you want.
Incidentally it doesn’t matter what the method of delivery of your cost per click campaign actually is in this situation; you should still pay attention to your results in order to get the best out of your efforts. You could be using AdWords, or alternatively you might be trying out the Kontera In-Text Advertising option that has recently become so popular.
The key is to monitor your results and when you find something that really works well, you can roll it out on a larger scale to achieve even more success from your cost per click advertising.