I’m always on the lookout on how to improve returns on our PPC investment (not that we’re a big spender). Here are some techniques I’ve found useful:

1. Check the ad copy and landing pages on your ads (or if you have 100s of ads, at least the top 20) – is the ad copy specific to the search phrase? Is the landing page enticing, and does it have any call to action (buy now, subscribe or whatever your call to action is).

2. Analyze your results. Put in an excel spreadsheet your raw PPC advertising sales data, and cost data. What keywords bring in the most revenue? What keywords cost the most? If the keywords that cost the most are not bringing in enough traffic, ask yourself why? Is it the landing page? Or are there ways you can lessen the cost and get the same results?

3. Check your brand. Scan the list of your keywords for your brand name (including misspellings). Check what fraction of your sales comes from those brand PPC keyword. These are sales that come from customers who already know you and seek you out. Maximize this by improving your non-PPC marketing efforts.

4. Evaluate your phrase lists, and make sure that it covers the entire breadth of your products and services.

5. Compare your general terms vs. specific terms. General terms (e.g. “diamonds”) may cost more – but you may need to be on top of that list and pay higher so buyers looking for this term sees you. This is for top-of-mind awareness. Specific terms (e.g. “4 karat yellow diamonds) often convert better and enjoy lower PPC rate than more general terms. Analyze how important getting good rankings for your general terms, and what is the most efficient combination of general vs. specific terms.