4 Pro Tips for Solid PPC Campaign Management
Businesses spend dozens of trillions of dollars on advertising and marketing every year. And a considerable portion of that money goes to pay-per-click (PPC) advertising.
PPC campaigns can be explosive traffic generators or fall flat and waste much money. To get the most out of your PPC campaign, a no non-sense, systematic approach is needed.
Keep reading to learn some tips you need to follow to ensure you’re managing PPC campaigns the right way and improve your chances of campaign success.
1. Review Campaign Goals
Before you move forward with your campaign, review and confirm the goals, you’ve set for the campaign. How is the campaign performing, and how does it work within your marketing strategy?
Putting these goals in place will make it easier to measure them and understand if they’re helping to achieve what you’ve determined should be achieved. Your goals should answer what you want to achieve it should help measure how the goals will be achieved.
Some metrics you’ll want to measure include:
- Lead generation
- Traffic to the website
- Impressions on consumers or brand awareness
2. Review Ad Group Keywords
Sometimes, some of your ad groups aren’t performing the way you expected them to. When this happens, take some time to review the keywords being used in the ad campaigns.
This is an essential part of PPC campaign management. A few indicators of poor-performing ad groups are a high bounce rate and a lower CTR.
It’s crucial to choose keywords that improve your ads’ rankings and increase the number of consumers that see them.
Take your time conducting the keywords research process to decrease the chances of your ads underperforming.
Don’t forget to take time to understand the varying keyword types, including exact, bold, and phrases. While we’re on the topic of keywords, don’t forget to update negative keywords.
Negative keywords tell search engines the types of searches you don’t want your page to appear in.
3. Redefine Small Business Ad Targeting
As a small business, your digital marketing strategy relies on zoning in on your target audience to increase your ROI. Targeting your ads ensures they’re being shown to the consumer who needs them.
The first type of targeting to review is topic targeting which is when you can choose to have your ad shown on pages that pertain to the topic. Audience targeting is selecting the ideal customer that sees your ads based on their geographical location or buying habits.
Companies such as Redbeard.digital can help you understand who your ideal customer is and how to create a digital marketing strategy to meet their needs.
4. Utilize A/B Testing
PPC is a vital part of your A/B testing process. It can help you achieve your ad campaign goals while moving consumers a step further to buying or signing up for your email subscriber list.
Before you begin A/B testing, develop a strong hypothesis, and don’t forget to make it measurable. From there, give yourself time to obtain an appropriate sample to review.
Managing PPC Campaigns: A Recipe for Success
Managing PPC campaigns can become challenging if you don’t know what steps to take. Some beneficial advice is to redefine the targeting of your ads and perform A/B testing.
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