Now that you have your average visitor value, you can begin to look at the different keywords on which you might bid. Before you do, however, you need to look at a few more things. One of the main mistakes made with PPC programs is that users don’t take the time to clarify what it is they hope to gain from using a PPC service. It’s not enough for your PPC program to have a goal of increasing your ROI (return on investment). You need something more quantifiable than just the desire to increase profit. How much would you like to increase your profit? How many visitors will it take to reach the desired increase?
Let’s say that right now each visit to your site is worth $1.0, using our simplified example, and your average monthly profit is $5,000. That means that your site receives 5,000 visits per month. Now you need to decide how much you’d like to increase your profit. For this example, let’s say that you want to increase it to $7,500. To do that, if each visitor is worth $1.0, you would need to increase the number of visits to your site to 7,500 per month. Therefore, the
goal for your PPC program should be to increase profit $2,500 by driving an additional 2,500 visits per month. Now you have a concrete, quantifiable measurement by which you can track your PPC campaigns. Once you know what you want to spend, and what your goals are, you can begin to look at the different types of PPC programs that might work for you. Although keywords are the main PPC element associated with PPC marketing, there are other types of PPC programs to consider as well.
Pay-per-click programs are not all created equal. When you think of PPC programs, you probably think of keyword marketing — bidding on a keyword to determine where your site will be placed in search results; and that’s an accurate description of PPC marketing programs as they apply to keywords. However, there are two other types of PPC programs — and you may find that targeting a different category of PPC marketing is more effective than simply targeting keyword PPC program