Key components of a winning PPC advertising program

Pay-per-click (PPC) is an advertising model in which advertisers pay for click-through to their website. An effective PPC campaign can help to reduce the cost per click and increase profit. There are four key components of a winning PPC advertising program:

1. Explore

2. Evaluate

3. Expand

4. Enhance

Explore
The exploration phase requires information gathering and assessment, which includes historical PPC account data, and internal Web analytics data. Determining the amount of additional keyword and competitive market research depends on the quality and quantity of information collected in the initial research phase.

two to four weeks in duration.

Evaluate
The evaluation phase consists of implementing the PPC program test strategy (keywords, text ads and associated landing pages) and monitoring performance. In this phase, the goal is to determine which keyword phrases, ad copy, landing pages and bid strategies have the greatest potential.

Expand
The expansion phase focuses on increase the number of keyword phrases in the overall PPC advertising program to generate the desired quantity of leads or sales without sacrificing conversion performance.

Enhance
The enhancement phase involves constant tuning and tweaking of keyword phrases, text ad copy, landing page elements and bid strategies. Typically, this phase incorporates A/B testing to ensure PPC program performance.