PPC management is the art of organizing and enhancing purchasing campaigns. After creating your website, the Google Analytics dashboard will show the green “Ad” icon signifying “You have Adwords campaign running”. As you start ranking higher in SERPs (search engine results pages), more visitors come to your website – and this calls for an improvement of your PPC campaign management technique.
Source: PPC Campaign
A good PPC campaign is the key to your marketing strategy. Everyone wants to increase sales, leads or traffic, but you need to make the people you target notice you. By advertising PPC services, you can take advantage of increased visibility, but it’s not something that will happen overnight. PPC campaigns aren’t magic pills that will solve all your problems in a flash. You must know how to set them up in a way that brings results and increases your ROI.
Quick Tips to Boost Conversion
Discover the secrets of PPC management and how you can increase your numbers. Boost conversions with the easy PPC campaign management techniques:
Source: PPC Management
- Structure your PPC campaign
A PPC campaign is not just about setting up a Google Adwords account and clicking on ads all day. To get the most bang for your buck, you have to put some critical thinking into it. Professional SEO software PPC management starts with structure.
A myriad of items can be played within a PPC campaign, from selecting the most appropriate keywords to ad composition, placements, and settings. With the help of a professional who has excellent experience and knowledge of PPC, you can make the most out of it and structure your campaign accordingly.
- Craft your ad copy based on customer intent
It’s no secret that it’s essential to write good, compelling ad text. But there’s more to crafting engaging PPC ads than just hoping for the best. By looking closely at what your customers are doing and what they want – as expressed by their keywords – you can start targeting ads based on intent. And, this is a great way to create highly relevant, targeted advertising that will capture your audience’s attention and boost conversions.
Providing an ad copy snippet that fully represents your business will likely pick up more click-throughs and conversions and has a ton of SEO value.
- Add value to increase trust
If there’s one thing you can do to improve your PPC campaigns, it should add more value. Suppose people perceive you as adding value, the trust factor increases. Better yet, they will opt-in to your newsletters, read through your website and convert on your offers. People want value for their time.
Proper PPC campaign management can promote engagement, on-target lead generation, and a boost in your company’s search marketing reputation. The trick is to balance your efforts increasing conversions while maintaining trust with your audience and keeping the ads natural.
- Understand the conversion funnel, aka the customer journey
The conversion funnel, also known as the customer journey, is a framework for mapping out a customer’s path from awareness to conversion. It’s one of the first things that you should think about when creating an online marketing campaign. Once you start the conversion funnel, you can then devise strategies to drive consumers through it.
The comprehension of this path is essential to understanding your online marketing and promoting it successfully.
- Learn the keywords that you should bid on
Once you’ve decided on a campaign, it’s time to figure out which keywords you’ll need to optimize for. Search engines like Google display a SERP (Search Results Page) before you even submit your bid. This is where you see every bid in front of you in different categories—and often more than once. Certain sections of search results are more critical than others, so pay attention to those sections when you’re trying to optimize a listing.
Bid management is vital when it comes to PPC. It helps you determine how much each PPC Network (Google, Facebook, Twitter etc.) pays you by placing bids on keywords that directly compete with your website. When set correctly, bids can result in a higher chance of you being targeted by a searcher who may not otherwise know about your business or industry.
- Create ad groups
Ad groups are the productive space of Google. These can be anything from a local business listing to an address book. Ad groups can also benefit your advertisers because they can drive more traffic to their websites. You can look at some simple rules for setting up ad groups in your Google account so that you can organize and optimize them for conversion. Ad groups are a great way to organize related ads on the same webpage so that when someone clicks on one of your ads, they will be taken to the website.
- Monitor the Quality Score
The Quality Score is something you should focus on if you intend to use your PPC account for anything other than promotional and advertising purposes. It is a number that measures the percentage of impressions that were deemed highly relevant.
In other words, if an ad shows up for a product you’ve never searched for, but an ad for a product you do know exists, the Quality Score will be lower. Therefore, you should make sure you are selecting relevant keywords when creating ads and choosing a highly relevant image for your ad. These will help drive more customers to your site and give you an easier time setting up auto-plays of bids for your various campaigns.
Wrapping Up
The above tips will help you understand which leads rank highest in searches and how those rankings change over time. It will also help you optimize your PPC strategy so that your ad spend is where it’s most effective.
Timing is everything: if your ad gets clicked late, you’re lost sales. If it ranks first for an extended period, that means your ad was seen by someone who was potentially interested but didn’t get to read all the details — perhaps someone who visited your website later on.
