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Pay Per Click for trade associations checklist

A checklist for trade associations already using Pay-Per-Click advertising.

Do you have conversion tracking enabled?

Tracking the return that you see from your PPC is absolutely crucial. You have no way of measuring its effectiveness if you do not have an idea of your conversions.

Be sure to set up conversions within your PPC management tool and insert the necessary code on to your ‘thank you’ or final page to allow you to track when a visitor visits that page. This will allow your PPC tool to generate your cost per conversion.

Are your individual keyword bids too low?

Take a look at your average advert display position. If it is 7-10, then it is likely that your average bid is too low. Adverts displayed within the top four positions have a much greater chance of being clicked.

Increase your bid limit to secure a higher position or write higher quality adverts to increase your Quality Score.

Which match types are you using?

PPC adverts display when certain keywords are entered into a search engine. To ensure that you get the best return from your PPC budget, always choose ‘exact match’ or ‘phrase match’ for your keywords. Using a ‘broad match’ option could mean you waste budget as your adverts are displayed for terms that include but are not limited to your keyword or phrase.

For example, in broad match, your wedding photography business could be displayed for search terms such as ‘glamour photography’, ‘digital photography’ or just ‘photography’, which would provide irrelevant clicks on your adverts.

Are you using the content network?

Google allows PPC adverts to be displayed on websites that sign up to its content network. Technically, your adverts should be displayed only on websites and pages that include relevant keywords. However, we have found that the content network does not always generate cost effective returns and so would recommend that you exclude your adverts from this option.

Are you split testing your adverts?

Split testing variations of adverts ­ varying titles, text, landing pages and call to actions ­ will allow you to identify the actions that work best and optimise your adverts. By split testing you can remove poorly performing adverts and keep your greatest revenue-generating adverts.

Found this useful?

This page is an extract from a 38 page white paper written by Intergage all about online marketing for trade associations. You can download the white paper for free here.