Pay-per-click or simply PPC advertising on search engines is one of the best forms of advertising for attracting targeted people and customers who are ready to purchase. Companies that perfected their PPC advertising know that their company grows quite a lot. However, new advertisers might struggle with pay-per-click marketing. Often, they burn through their budgets without actually seeing any positive results.
You might ask yourself what the difference between success and failure in PPC marketing is? Well, the difference is simply knowing what to do and what not to do. One way to learn what to do is by trial an error. But, if you do it this way, it might take years (and a lot of money), for you to perfect it. Another way is to learn is by taking classes or by hiring a consultant to share what they know. You could also read blogs, attend seminars, and watch YouTube video to learn.
So, how does PPC management work? Here are some ways on how you can manage your PPC campaign:
1.Never run a PPC campaign without understanding what your customer’s needs and goals are – nothing can hinder your PPC optimization more than this. Always make sure that you understand the customer’s business, products or services, as well as their targeted audience. If you do not know these things, you might target the wrong keywords, you will make ad copies that will not sell, and you will target the wrong audience, hence losing a lot of money. Always have defined goals for your campaign.
2.Alway set you maximum CPA targets – Max. CPA is the maximum amount of money you are willing to pay for each conversion without losing money. For example, if your product is $30, then you Max. CPA is $30. You will only spend up to $30 to sell a $30 product. If you spend more, then you will lose money. Of course, you will want your customer to make a profit with every sale, so naturally, you will keep your CPA lower than the product price.
3. Run campaigns with Conversion Tracking – PPC accounts have been run for years without a conversion tracking setup. People who managed these accounts wither measured the effectiveness of the ads and keywords on their instinct or with Google Analytics. Both ways are not a good way to monitor who well your PPC campaign is doing. As a marketer, you need to know what happened after someone clicks your ad. Did they purchase something? If they did, then which specific keyword, ad, or campaign triggered the sale. By knowing what happens and by tracking conversions, you will know which ads, keywords, and placement can lead to sales.
4.Optimize your campaign settings – campaign settings can eat away a lot of your money if you did not adjust them to your business goals. For example, if your targeted market is only “Miami”, then there is no reason for running a PPC campaign across “New York.” So, always make sure to check these campaign settings:
Make sure that your campaign targets only the locations, network, devices, languages that are actually relevant to your targeted market.
Make sure that the campaign is using the correct bidding option, budget, and ad scheduling.
Make sure that you are using the ad extension, it might improve the CTR of the ads.
5. Never ignore negative keywords – of course, you will always make sure that the ads will appear for all relevant keywords which is a good thing. But, what is more important than this? Making sure that the ads do not appear for irrelevant keywords as they often outnumber the relevant ones. TO keep the negative ones away, you will need to know which ones they are and then stop them (you can use the Adwords system for this).
By following some of these rules, you will be able to optimize your PPC campaign without a lot of trouble and investment. Keep in mind, that you will not see changes right away, it will take some time for you to see how much it has changed since you implemented these changes.