Ten Things A Pay-per-click Owner Should Know

If you are the owner or manager of an ecommerce business, it is quite common that you may be delegating the execution of pay-per-click advertisement campaigns to some outside employees or firms. Even in that case, you have got to know the “Success Secrets” of pay-per-click advertisement efforts and its success and failures. To help you with this, I have assembled a 10 questions’ list to ask the outside firm or employee.

1. Number of keywords we have running? You’re probably not taking advantage of the long tail game of the business if the answer is less than a few thousand,. If you consider all kinds of product and brand variations. a few thousand keywords for an ecommerce store are not uncommon

2. In terms of sales volume and spend, what are our top converting terms? . Depending on the answer, you can focus your energy around developing the winning product line. It is quite common to find that products that may not necessarily be top sellers across the entire site pull great results for you in paid search

3. What is our return on investment, average time spent on site, average order size from paid search, cost per conversion, and lifetime value of a customer? These details should be delivered to you monthly.

4. How can we improve our average click-through rate and what is it now? The click-through rate very significant as the higher the CTR the higher the paid search returns. Demand your employee for a detailed ad creative testing plan that may increase your average CTR.

5. Across the three primary search engines, how do we have coverage? There is no reason not to be listed on top search engines, or you’re likely to be missing out on possible cheap sales.

6. How much is our impression share? This will give you an understanding of impressions you’re missing out.

7. For landing page testing, what’s in the pipeline? There shouldn’t be any excuses, consult with your PPC manager and point out the most suitable components to test and the plan for executing those landing page tests.

8. Is there any contextual targeting campaigns? If you succeeded in paid search, ask your PPC manager to gather a strategy plan for testing contextual targeting and campaign optimization plan.

9. When do we attract more buyers versus tire kickers? This is a day of week and time of day analysis. Ask your consultant to go through sales activity for a few months and reach recommendations on testing day of week and/or time of day scheduling.

10. Do we have any attainable monthly performance targets? Set reasonable performance targets discussing with your PPC manager.