Pay-per-click marketing is one of the most effective ways to generate traffic and leads for your business. It provides businesses with a way to target their ideal customers, while also being cost-effective.
Anybody that is professional about PPC management in Sydney knows the importance of these campaigns in order to get the best results. In this post, we will provide you with all 14 essential strategies for PPC campaign management so that you can increase your ROI and improve your can lead to lower ad costs in the future because it means you’re bidding less for each keyword.
20 Essential Strategies for PPC Campaign Management
Strategy #1: Preview Your Campaign
PPC campaigns can take time to plan out, so do your research and have a general idea of what you want the campaign to look like before launching. Previewing your PPC campaign is an important step in beginning the process because it allows you to see how successful each keyword will be for your business.
Strategy #2: Keep Track of Your Budget
It’s easy to get carried away when starting with PPC advertising, but keep track of how much cash flow you are willing or able to give up by running these ads. Be sure that if budgets start getting too low, stop spending money on PPC advertising until there is more available budget space again.
Strategy #3: Monitor Your Results & Metrics
PPC advertising is an ongoing process, so it’s important to monitor how successful the campaigns have been and make changes accordingly. You can use PPC tools such as Google AdWords or Bing Ads that allow you to track bids, clicks, impressions, conversions, and more. Make sure you are comparing metrics on a large scale over time rather than just one day because this will help provide for easy adjustments in future PPC campaigns
Strategy #4: Test Your Creative & Headlines
It might seem like common sense but if your headlines aren’t working then there is no point continuing with them. Take what doesn’t work out of creative tests (including a copy) and keep experimenting until new results appear. Then take these successful elements and make them part of your PPC campaign.
Strategy #5: Test Different Ad Formats
PPC campaigns can take many different forms, such as text ads or video ads on Google. You need to test what sort of ad formats are best for the audience you are targeting in order to generate a higher CTR (click-through rate). Pay attention to metrics like click-through rates and conversion rates because these will tell you which type is most effective before deciding whether it’s worth continuing with that format long term.
Strategy #6: Experiment With Alternative Keywords & Sectors
PPC advertising allows you to target specific keywords relevant to your industry by using negative keywords, so some experimentation may be necessary if there are words you want to exclude. For example, PPC campaigns often target keywords like “sales” or “promotions.” A negative keyword for the latter would be something like “discount,” which could help keep your PPC campaign focused on sales-specific advertisements and avoid diluting its effectiveness with other promotions
Strategy #7: Keep Track of Negative Keywords
Be sure that negative keywords are added if necessary in order to focus PPC advertising efforts more narrowly. Any word or phrase that is not relevant should be excluded from PPC advertising because this will prevent irrelevant ads from showing up alongside these queries. This can also reduce costs by eliminating unnecessary bids and clicks.
Strategy #8: Monitor Your Quality Score & Average Cost Per Click
PPC advertising is always going to be an ongoing process, so make sure you are monitoring your quality scores and the average cost per click in order to adjust future campaigns accordingly.
Strategy #9: Track Conversions & Set Goals Early On
PPC campaigns often set goals for conversions or clicks before they launch, but this should not be done until there has been proper testing with the audience that will see these ads. Make a list of conversion rates as well as what type of keywords may work best when setting up PPC campaigns because it can help narrow down which audiences might respond best to PPCs Once those have been figured out, then go into PPC campaign settings within Google Adwords and Bing Ads once PPCs have been created to set goals for conversions, clicks or even PPC spend.
Strategy #10: Open Your Mind to PPC Channels Other Than Google & Bing Ads
There are other PPC advertising platforms that you can use instead of just relying on the big two like Google and Bing Ads – so it’s worth doing some research into these when setting up a PPC campaign in order to find out what might work best with your audience. One example is Facebook Business Manager which allows ads to target audiences based on location as well as age, gender, education level, and language preference within Facebook itself. This technique also allows advertisers to run campaigns using their own website URL rather than directing traffic away from it by putting an ad link in the post.
Strategy #11: PPC Campaigns Should Always Be in Place for New Product or Service Launches
When a company launches something new, it’s important to have PPCs set up as soon as possible because this will help generate more awareness of these products and services. This means that PPC campaigns should be started before there is even an audience created by PPCs – they are launched specifically with the intention of generating traffic through ads while people are still learning about whatever product has just been released. A good example would be if someone were releasing a book on Amazon; now might not be the best time to start advertising but once reviews start coming out at launch time then PPC campaign strategy could really pay off!
Strategy #12: PPC Campaigns Should Be Consistent with the Brand You’re Marketing
PPC campaigns are a great way to generate traffic for eCommerce stores, and these ads should be consistent in tone with what your brand stands for. If you have an edgy brand or see yourself as more hipster/casual then PPCs will likely appeal to those audiences better than if they were trying to market formal attire – so it’s important that PPCs align with whatever type of audience is being targeted
Strategy #13: Use PPC Channels Other Than Google & Bing Ads For Certain Industries
The “big two” like google and bing ads might not always work best when PPC campaigns are being set up, so it’s worth looking into PPCs on other platforms as well. One example is Facebook Business Manager which works with PPC ads targeting audiences based on location, age, and gender within Facebook itself – this means that PPCs can be running on the platform of your choice rather than sending traffic to a third-party site like google or bing ad links embedded in posts
Strategy #14: PPC Campaigns Should Be Re-evaluated Periodically
PPC advertising should not be something that ceases once you’ve figured out what works best for your audience because things change over time. There may even come a time when nothing from an earlier campaign has been working well at all before there will suddenly be one PPC type that starts to work well – PPC campaigns should be re-evaluated periodically in order to see what will work best for audiences now.
Strategy #15: PPC Campaigns Should Be Carefully Placed
PPCs are commonly used for eCommerce stores, but it’s important not to place these ads at the bottom of posts because this could come across as spammy and turn off viewers before they even read your content. Instead, PPCs might better serve marketing purposes placed on top of an article or post so that people have a chance to read through them without being distracted by other things happening on their screen.
Strategy #16: PPC Campaigns Can Work with Other Forms of Marketing Tactics Like Social Media
PPC campaigns can work well in conjunction with other forms of online marketing, especially when you’re running PPCs on social media channels. It’s become more common and easier to run PPCs as ads that appear beside posts, which means they’ll be seen by people who are actively looking for things like your product or service
Strategy #17: PPC Campaigns Should Always Be Influenced By Audience Demand
Even if it was originally intended just to drive traffic towards a website without trying to make any sales right away, PPC advertising should always consider the audience demand that is currently present. This could mean adjusting what types of products are being advertised at different times depending on how busy certain audiences tend to get – but it should always be considered because PPC campaigns are meant to send the right audience to a site.
Strategy #18: PPCs Should Be Placed on Websites That Have Similar Audiences
PPC campaigns should also take into account what other websites have similar audiences, and this would include looking at competitors or sites that already rank well in search engine results. If it’s important for PPC ads to appear as soon as possible then they might even want to only run PPCs on such sites – but if there is more time allotted for them then placing these ads across different platforms can help with generating traffic while still targeting your desired audience
Strategy #19: PPC Campaigns Can Target Specific Geographic Areas Through Zip Codes & Local Search
PPC advertising campaigns can be targeted to specific geographic areas through zip codes and local search in order to bring the right audience (and only them) towards a website. This includes specifying which countries or regions of different continents, as well as states within a single continent
Strategy #20: PPCs Can Be Used For Marketing Content & Services In Addition To Just Products
PPCs are often used just for products and buying things online but there’s no reason why they couldn’t also be used with other marketing content like presentations or services. PPCs could even work well when it comes to events where people might need tickets – so PPC could serve many purposes beyond simple eCommerce websites.