Organizing & 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 narly 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 website/landing page
• How well is your website/landing page designed (think about html errors and W3C compliance)
• Payload of your website/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. Here is some useful information to create a roadmap or implementation strategy that incorporate the factors outlined above.

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 adgroups. Each adgroup is then consists of multiple ads and keywords. With all this flexibility at your disposal, i is easy to get carried away. Remember, there is no reason to include too many keywords into one adgroup or one campaign. Keep it short, precise and simple.

Theme Based Campaign

You will hear about theme based PPC campaign and grouping over and over. It is lot easier to manage a campaign that has some logical structure and it also provides lot more useful reporting. Understanding and developing themes based campaigns requires additional 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 things. 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 as well, 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 and adgroups are initially setup. Indeed this is the time when actual work begins. Too many business owners fail to realize what ongoing PPC campaign management is expensive. You have to stay on the top of your market segment and react to changes or competition quickly and effectively.

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