Organizing and Optimize Your PPC Campaigns

Online marketing is all about understanding and leveraging your customer behavior and there is no better way than PPC advertising to run highly focused and result driven advertising campaigns. Pay Per Click (PPC) advertising is one of the most affordable online marketing tools available. A well optimized PPC campaign can produce results and return on investment that is impossible to duplicate or quantify using traditional advertising methods.

If you have a fairly small advertising budget or cannot afford to hire a professional to manage your campaign, here are few tips that will help you run your campaigns more effectively.

Key factors to consider

• Your Bid or how much you're willing to pay per click (CPC bid)
• How effectively your ads convey your message
• Quality of content on your landing page
• How well is your landing page designed (think about html errors and W3C compliance)
• Payload of your landing page (data that needs to transfer to a visitor's computer)
• How competitive are your keywords
• Click Thru Rate (CTR) of your keywords/phrases

These factors are easy to understand but sometime very difficult to implement. This article is written to create a roadmap or implementation strategy that incorporate the factors outlined above.

Here is how you can breakdown the implementation of best practices in PPC advertising.

Keep Your Campaign Manageable

Most PPC products allow you to create and maintain multiple campaigns. On top of that, each campaign can contain multiple ad groups. Each ad group is then consists of multiple ads and keywords. With all this flexibility at your disposal, there is no reason to make too much stuff into one ad group or one campaign. Keep it short, precise and simple.

Theme Based Campaign

You will hear about theme based PPC campaign and grouping again and again. It is not only easier to manage your campaign that has some logical structure but also provides lot more useful reporting. Understanding and developing themes can take some time up front but is is all worth it.

Focus on Purchase Cycle

Every campaign is essentially a collection of short and common keywords and long-tail keywords or phrases. Popular and short keywords are more broad and have a high volume of traffic. Being easier to find. these keywords attract more bidders, resulting in a higher cost. Long tail keywords on the other hand have lower volumes but are naturally more specific. They are tied more close to purchase cycle and have higher conversion rates as well as higher quality leads.

Not All Networks Are Similar

Search network and Content network are two different concepts. If you mix these two together in a single campaign, you lose the effectiveness of destination based keywords planning. A keywords may convert very well on content network but not on Search network. Your competition is going to be vastly different on search network as compared to content network. Click fraud tend to be lot higher on content network, so if you compete on highly competitive keywords, it makes sense to keep your content network campaign separate and monitor it more closely.

Experiment, Experiment, Experiment

PPC is all about keeping up with the trend and your competition. Your work is not over when campaign an ad groups are initially setup. Indeed this is the time when actual work begins. Too many customers fail to realize what ongoing PPC campaign management is expensive. You have to stay on top of your market segment and respond to changes or competition quickly and effectively.

Do you need help with your Pay Per Click (PPC) campaign? We have AdWords certified professionals who can create a comprehensive plan that will deliver. Contact us for a no obligation free quote today!