PPC Tips

Pay-Per-Click is a paid form of advertising, popularized mostly by Overture.com (formerly GoTo.com). The concept is fairly simple. Businesses bid to be placed at or near the top of the search results for particular keyword phrases. The bidding is done on a "per-click" basis, meaning that a company pays a specific amount every time the engine sends them a visitor. The two top players; Google and Overture, do not allow casino ads.

Affiliate Casino PPC marketing campaigns have some advantages over traditional search engine optimization. First of all, they require no changes to a current site's content or look to obtain top positions, just a willingness to pay. Also, the implementation of a pay-per-click campaign is relatively quick- it can take just a few minutes to start getting targeted traffic, versus sometimes months for standard internet casino affiliate SEO campaigns. Finally, unlike search engine optimization, the implementation of a casino affiliate PPC campaign is relatively easy and does not necessarily require any specialized knowledge (although experience with search engine marketing and keyword research is a definite advantage).

Obviously, there are limitations to this type of casino affiliate advertising. New bids can lower the positions of other firms, and many will react by raising their bid to regain a previous ranking. Monitoring of positions becomes crucial. These campaigns can also become prohibitively expensive, depending on the competitiveness of the keyword phrases and the aggressiveness of the competition.
In addition, many of the "savvier" search engine users have learned to recognize casino affiliate marketing PPC results as paid advertising and bypass them without consideration.
Understanding how much each casino affiliate website visitor is worth is vital to the success of a strategic casino affiliate pay-per-click marketing campaign. If it costs $50 in a click-through to make a $40 sale, the campaign has failed.
The formula is relatively simple, but some specific historical data is necessary. In the most rudimentary form, it is the profit from the website over a given period divided by the number of total visitors for the same period. If a site netted $1000 in profits from services in a given period, and there were 2,000 visitors during the same period, each would theoretically be worth 50 cents (profit divided by visitors). But this is only the breakeven point. Depending on the desired profit margin, the optimal price to pay per click would probably be something much less than 50 cents. Popular keyword phrases can often run more than this, so it then makes sense to bid less money on less popular terms to pay an acceptable amount per visitor.
As with typical search engine optimization, keyword research is critical to the success of a PPC campaign. Unlike typical search engine optimization, there aren't practical limits on the number of phrases to target. Usually, there is no extra cost to add as many casino affiliate keyword phrases as possible. This makes the keyword selection process easier, since there is not a good deal of resources committed to optimizing a site for a particular keyword set. Under-performing keywords, while still an annoyance, do not cost extra (except for the time involved in setting up the account). To help identify casino affiliate keyword phrases, Overture has a tool on their site that allows advertisers to see how often particular search terms are actually typed in their engine. It also gives out popular suggestions based upon the terms you enter.
With a typical search engine description, the object is to entice as much traffic into a site as possible in the hopes of converting that traffic into customers. With PPC, a different approach is mandated. It is undesirable to pay for unlikely prospects, so the description is designed to eliminate the "tire kickers" while attracting highly targeted traffic. For this reason, the description should describe exactly what the business offers- a company wouldn't want to pay for every visitor looking for "insurance" if they only sold renter’s insurance, for example. At the same time, proven casino affiliate marketing copy techniques should be employed to insure that the description is enticing enough to attract ideal prospects.

It is crucial to the success of any PPC campaign that it be monitored regularly, since positions can and do change every day. If the price gets too high, it is usually prudent to withdraw and pursue a different key phrase (the only way to really "lose" a bidding war is to pay too much for each visitor!). Apart from position monitoring, it is important to track and analyze the effectiveness of individual casino affiliate keyword phrases on a monthly basis. Viewing click-through rates and studying visitor habits can lend valuable insight into their motivations and habits, and help to further refine a Pay-Per-Click campaign.

Pay Per Click campaigns may bring large numbers of highly targeted visitors to your website. However, these campaigns can become prohibitively expensive (and unlike "traditional" search engine optimization, the costs of any PPC campaign are likely to increase in the near future due to the increasing popularity of this type of advertising). It is crucial to the success of the campaign that you pay a reasonable price for each visitor, that each visitor is highly targeted, and that you monitor your positions to maintain your exposure over time.


Robert Green
Affiliate Manager
www.Viploungecasino.com
robertg@viploungecasino.com