PPC – The Other Side of Pay Per Click

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In the Internet Marketing world, the letters PPC usually stand for Pay Per Click advertising. But recently, while reading theGary Bertwistle book “What made you think of that?” I discovered a new definition for PPC – “Positive, Potential, Concern.” To be sure, Gary didn’t develop his PPC concept with online marketing advertising in mind. In fact Gary’s idea of PPC relates to a phenomenon found in most of us, whereby when faced with a problem we almost always automatically focus first on those aspects that are not good. This type of approach, says Gary, negatively impacts on our ability to be creative and find novel solutions to the problem.

Instead, Gary suggests to first concentrate on what is going right with the situation we are looking at. No situation is completely lost. By first focusing on the Positive aspects, we can capitalize on them. Only after this has been done, deal with other aspects of the problem that are not yet good or great, but have the Potential of being good or great. Finally, move on to the things that are of real Concern and need substantial attention.

That’s a great approach to life because it fosters a creative environment. It’s also something that can be applied to a Pay Per Click advertising campaign as well.

First, to be able to apply this approach to a PPC campaign, you must be able to track your campaign in details and obtain statistics of the type provided by AdWords or parallel.

With those details in hand, look first at the Positive keywords that are giving the highest CTR and conversion rates. There may not even have been your initial preference keywords but hey, if they are working for you, why not use them for success. Drilling down into your data might reveal a niche market that you hadn’t even planned on! Next, look at the Potential keywords that are giving you only moderate results. These may be keywords that you really need to succeed with for your primary niche. So you’ll need now to further optimize your ad text or targeting to improve results. Only when you’ve finished with this step is it time to be Concerned about keywords that are not yet performing. Either you need to abandon them, or completely rewrite your ads.

Application of the PPC concept to PPC advertising campaigns has two advantages. First, it allows you to segment your results and to deal appropriately with good/great, potentially good/great and problematic results – in that order. Second, you’ll be encouraged to further optimize your PPC campaigns to produce even better results.

Hope this was helpful.

To your success,

Mike Firer

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