Do you like landing pages?
Landing pages and PPC go together like a horse and carriage. You definitely need to design a landing page to suit what you have advertised in your PPC ad. As part of our service to clients we not only write ads, find keywords, set up Google campaigns, we design landing pages. We have a plethora of knowledge in regards to Landing Pages and know what works and what doesn't. Unfortunately, we still see that many PPC advertisers still use their home page as their landing page. There's of course nothing wrong with that unless it makes it hard for the visitor to find the exact product they are looking for.
Do you use affiliate landing pages or do you create your own?
We don't do affiliate marketing.
How many PPC campaigns do you have active right now?
Lots.
Which is your favorite PPC network?
Google Adwords, but we?ll get stuck into Yahoo soon.
What types of products or services do you like to promote?
Whatever our clients want to offer.
Do you prefer expensive clicks with high payouts or cheap clicks with cheap payouts?
They both have their advantages, disadvantages and uses. Expensive clicks obviously chew up your budget extremely quickly however you do get the higher ranking. Being of higher rank, you'll get noticed more and more often than not you'll get the click. If you do your research properly and thoroughly, you would only do this on keywords that convert well for you.
On the other hand less expensive clicks will draw more clicks as you maximize your daily budget by bidding less for a click. Doing this will definitely get a great volume of clicks.
In my opinion, even though I find a keyword that converts well, I don't throw a lot of money on it, in order to rank higher, but I would increase it a little bit to increase prominence, yet maintain a steady stream of clicks. For augments sake I'll give an example.
Daily Budget = $100
Best Converting Keyword Max Bid - $2.00
Conversion Rate - 10%
Clicks generated - 50
Conversions - 50 * 10% = 5
If I increase the bid to say $5.00, and the conversion rate increases due to a better ad positioning, however the daily budget remains the same.
Best Converting Keyword Max Bid - $5.00
Conversion Rate - 15%
Clicks generated - 20
Conversions - 20 * 15% = 3
At the end of the day, I would not only get more conversions by using $2.00 bids, but also more clicks into my site. Of course, there are other factors which may affect the outcome in reality; this is just a basic example.
This was Part 2 of an interview with Eric Wan of ResultMedia. Thanks to you Eric!
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