Pre-Campaign Analysis: Before Your Launch Your Pay Per Click Ads

Writing by Pay Per Click Journal on Sunday, May 4, 2008 Leave a comment

What kind of analysis is necessary before you start your pay per click campaign?

It’s a good question and there is an answer, though I’m sure that every PPC advertiser does his own analysis a little differently. But we probably all agree on what kinds of analyses are necessary prior to the launch of your campaign. I’ve narrowed it down to three areas:

• Keyword analysis
• Land page analysis
• Competitive analysis

Don’t take these three kinds of pre-PPC campaign analysis lightly. They’re all important and it doesn’t really matter which order you put them in as long as you engage in all three analyses before you start advertising.

Keyword analysis involves keyword research as well as analysis to determine which keywords are most important for your campaign and whether or not you need to narrow your match types for your campaign. This is important because if you do not choose the right keywords or get your match types correct then it could cost you in clicks. Your quality score could be affected, which will increase your bid per keyword and it could also mean fewer clicks in the long run.

Landing page analysis is very important. You must make sure that your landing page is optimized for the right keywords and is targeted toward the right audience. Your PPC ads will need to match the landing pages so that’s another reason this is important. And a badly optimized landing page could hurt your quality score as much as improper keyword analysis.

Before you kick off your Pay Per Click campaign you’ll need to see what the competition is doing. What ads do they have running? What keywords are those ads optimized for? What do their landing pages look like? This is important for a couple of reasons. No. 1, you want to see if there is any way you can capitalize on a competitive weakness. Secondly, you may find a hole in the competition’s strategy that will give you a niche to focus on. Both competitive weaknesses could mean strengths for your PPC campaign. A competitive analysis can give you a good base for starting your own Pay Per Click campaign.

Before you start your next PPC campaign be sure to engage in these three pre-campaign analyses and be as thorough as you can.

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