Five Different Ways to Keep PPC Advertising Impressions Steady
Unfortunately, as any experienced PPC marketer will know, impressions can dry up at the drop of a hat, especially when bid prices change, major media buys take place, or new competitors come along and drive you out of the market.
Whether you are advertising affiliate offers or simply generating traffic for your business website, an impression drought can cost you valuable income and generate unwanted stress.
Don't worry; there are ways to insulate you from impression droughts.
From spreading your advertising dollars further to using organic traffic methods, online advertisers have found hundreds of ways to keep traffic up even when advertising networks are turbulent.
These five methods are particularly useful for small online marketers, online businesses, and affiliate PPC advertisers.
Diversify into search marketing.
There are going to be times when major media buys reduce the pool of customers you can market to.
There is not much you can do to fight them -- they have got a higher advertising budget, and much more cash to throw at increased bid prices.
Do not fight these types of advertising rivals through bid-wars.
Instead, spend time on SEO work, allowing you to profit long-term while they fight for short-term ad impressions.
Use multiple advertising platforms.
Using one advertising platform means risking your entire business cash flow on the stability of their traffic.
It is much wiser, both from an experimentation point of view and a security point of view, to spread your advertising traffic across multiple similar advertising platforms.
For example: if you are primarily marketing on Google Adwords, considering spending advertising money on Yahoo Search Marketing or Microsoft Adcenter too.
Do not break the rules! A lot of online advertising networks have relatively strict standards and rules, many of which you may not realize exist until it is too late.
Do not be an unprepared and unaware advertiser; read through the terms and conditions of any advertising network you use, and make sure you work within them.
Rather than banning advertisers outright, many networks simply limit impressions for advertisers that violate the terms and conditions.
Have a wide range of advertisements running.
The most popular advice you will hear amongst PPC marketers is to cut out any advertisements that are not bringing in serious profits.
While it is great from an efficiency perspective, it is not the best for security and stability.
What happens if you have optimized your advertisements down to the most profitable ten, but then all of those are suddenly disabled? You are left with no advertisements at all, and no online income.
Focus on the most profitable, but keep moderately profitable advertisements around too so that you can weather potential storms comfortably.
Use both PPC and CPM.
Some advertising networks send more impressions to those that bid PPC.
It is a sad reality -- CPM advertisements are often given low-click page locations, allowing advertising networks to capitalize on both CPM and PPC marketers at once.
Unfortunately, this behavior is not just limited to shady ad networks; many major ad platforms do it too.
Fight back by using both PPC and CPM methods, allowing you to capitalize on low impressions through well-spread advertising spending.