If money is no object when it comes to crafting paid promotional campaigns, your job as a publisher or advertiser is fairly easy. Unfortunately, most marketers must adhere to a relatively strict budget for the duration of any given campaign. Oftentimes, it takes quite a bit of experimentation to come up with the perfect formula. When embarking on your next Pay Per Call campaign, heed the following simple tips to avoid spending a fortune without getting results.
Begin With Specific Long-Tail Keywords
If your primary goal is to avoid wasting money on calls that aren't likely to result in conversions, exact match keywords are the way to fly in the very beginning. Furthermore, don't go after highly popular keywords that are going to feature a lot of competition. Once you get your bearings, you can branch out and try different variations of your keyword phrases based on your A/B and multi-variate testing feedback.
Use Negative Keywords to Narrow the Funnel
As effective as long-tail keywords can be, they don't always allow marketers to target audiences with the appropriate precision. Specifying negative keywords to weed out unwanted traffic is a reliable way to get the most from your ad spending. The negative keyword approach will allow you to fine-tune your campaigns so that they're as lean as possible. If you can master the art of negative keywords, your ROI will inevitably skyrocket.
Set Strict Limits On Daily Spending
Even if you're keeping a close eye on your campaign budgets, they can quickly spiral out of control if you don't set appropriate daily and weekly limits on spending. You're going to need at least a week's worth of data to work with when determining whether or not a campaign is going in the right direction. If a particular campaign shows promise, you can increase daily advertising amounts once you've settled on the right keyword combinations.
Test One Display Venue At a Time
Paid ads can take a wide variety of forms on the web. Figuring out which attack vectors are the most productive for any given offer is one of the toughest things about marketing online. Start off with one particular type of ad such as display or search and make it profitable before you tackle the next. If a particular type of ad doesn't work out, cut it from the program.
Aim for Lower Placement Positions
Far too many marketers make the mistake of shooting for the top spots and paying whatever it takes to secure them. If you're trying to stick to a tight budget, opt instead for lower placements in the paid listings. You'll save a bundle, achieve a superior ROI and possibly even make more money overall by optimizing ad text to attract better leads. If you're adept at analytics, this tactic shouldn't prove to be especially difficult.
The Final Piece of the Puzzle
Despite their tremendous potential ROI, Pay Per Call campaigns can be somewhat pricey during the early stages if you're not careful. Using the tips recommended here will help you to wisely structure your campaigns. Choosing a proven Pay Per Call ad network can help you to tie it all together. An ad network that provides you with the necessary tools and guidance for success is the most important ingredient in the Pay Per Call equation, after all.