Five Keys to a Successful PPC Management Strategy
Pay-per-click has emerged as one of the leading forms of advertisements that can drive traffic to a website. Unlike other forms of online advertisement, pay-per-click is instant. The moment you place an advertisement you can begin to see results in your traffic. Many businesses are now growing in leaps and bounds because of their successful implementation of PPC advertisements.
Monitor Your Campaigns
After setting up an advertisement, it is important to find out if the entire exercise is a success or a failure. Tracking and measurement throughout the process is a key to having a successful PPC campaign. As a reminder you may want to mark the date when you are supposed to check back so that you don’t forget. Letting a PPC campaign progress without monitoring almost guarantees you’re wasting your money.
Perform A/B Comparison Tests
Pay-per-click takes some work, make no mistake about it. A great tactic to try is the use of A/B tests. What this means is that you create two similar ads but ones that differ in a very specific way. Perhaps the wording is slightly different or, if you’re using a banner, the image varies. Run both in a controlled manner to see which one performs better, receiving the most clicks. Tests like this will indicate which ad is the most efficient and which ones can be removed.
While PPC campaigns do require near constant monitoring, they also require an element of patience as well. If you placed an advertisement on a particular website and it is not yielding the results you expected right away you may want to wait just a bit for the website users to adjust to seeing your ad. Also, rather than removing the ad, you may also want to move the ad to a different, more favorable location on the site as well.
Research Your Keywords Carefully
Just like other popular forms of digital advertising such as SEO, pay-per-click depends largely on the keywords you have chosen to target. It is important to establish the type of advertisements and keywords that will make money for your business. Use keywords that can produce immediate sales. It is important to monitor your selected keywords and identify the winners and losers. There is very little margin for error in a PPC campaign, so keywords that aren’t producing should be removed.
When placing advertisements on a website or search engines, it is good to be as specific as possible. When you get specific, there are high chances that you will spend less and this is a fact that increases your chances of having better results. This is the case even in PPC. Sure, you can use PPC to target those keywords that would be difficult or impossible to rank for in organic search, but long-tail keywords have their place in pay-per-click as well.
Take PPC to the Next Level
If you’re not experiencing the sales or traffic you expected, you may want to consider taking your PPC campaign to the next level. You can make use of software tools to assist in the forumlation and tracking of your campaigns. Refining your ads and campaigns makes it easier to observe the growing list of keywords you’re trying to manage.
You may also want to consider the user of a PPC management agency who can manage your campaigns and consult on keywords. Qualified agencies can provide targeted keyword research so that you’re know you’re getting the best keywords for your goals. Many digital marketing agencies also offer complete management of your campaigns where you simply set the goals and the budget and they do the rest.
Pay-per-click advertisement campaigns can be a great way to boost your site’s traffic in a short amount of time. It can also be a fast way to depleate your online advertising budget if you don’t properly manage your campaign, so proceed with caution when it comes to PPC.
October 26, 2015
May 28, 2013