15 Dec How to make pay-per-click ad campaigns pay off
According to a recent study, only 25 percent of online marketers track their pay-per-click campaigns.
The study by Jupiter Research, presented at the Jupitermedia’s 2004 Search Engine Strategies Conference in Chicago, said about three quarters of pay-per-click (PPC) marketers who create pay-per-click campaigns set them up and let them run their course without any ongoing analysis.
According to the study, active online marketers often track click-throughs in and manage their PPC campaigns in real time. By adjusting rates and keywords on an ongoing basis, they successfully compensate for low response and low ROI. As a result, the study said that active PPC marketers spend more – 66 percent spend $25k or more per year on PPC campaigns. By contrast, 48% of inactive users spend less than $10k.
PPC marketers that remain inactive users typically give up, while those that increase activity often increase their spending at the same time.
Marketers who want to improve the results of their PPC campaigns should learn everything they can about click-through rates, campaign tracking and campaign management. This provides an opportunity to compensate for ineffective keywords and low response ad-copy. It also allows marketers to detect optimal keyword price points as they change over time.
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