Top PPC Management and Optimisation Tips
Top PPC Management and Optimisation Tips
Top PPC Management and Optimisation Tips
The Right Keywords
If you want to target the right kind of market, it is important to select the most popular keywords, because this is an indication of what people are looking for. It is best to go right to the source, and since Google is the most popular search engine that people use, the logical thing to do is to use Google's Keyword External Tool to find your keywords, and is always a good starting point. Always base these keywords on the relevancy of your site & landing page content, otherwise you will have a poor Adwords quality score.
Focus on the Keywords with the highest ROI & Volume
It is good to have a lot of ads in a lot of niches, but as time passes, you will find that some keywords perform better for you and some just don't. When that happens, you can eliminate the low-performing keywords from your campaign and focus on just the better ones. Make sure you feedback the best keywords into your seo strategy, to use as anchor text or as part of your content strategy, for example.
Keep Adding New Keywords
While you eliminate the low-performing keywords, keep testing new ones for their viability. Make it a regular endeavor to check out new keywords and see how they are performing. This is a way to continuously keep monioring & optimising your campaigns based on user search behaviour. There are many tools out there to assist with finding new fast-moving search terms, and you will be able to find new long tail searches entering your site through your modified broad or broad match keywords.
Optimize Your Bids
You should base your bids on the ROI of the keyword, or you may want to optimise to ad group level to save time. Work out your optimisation thresholds, by setting a set amount of money you would be willing to spend to get a sale. This could be based on commission or the average order value.
Use Offers
Use offers in ads to make them stand out. If you give people an offer like 25% off for booking on a particular day, you will see the difference. These are calls to action and they should be certainly be a part of your PPC campaigns, especially if you are working on a CPA model where you will be paid only if the visitor takes a particular action on the website.
Rotate Your Ads
This helps you to keep checking the potential of the ads that you are using. Different ads on the same website help you to know which are the better performers. You find out which of them have the highest clickthrough ratio. CTR is key - a higher CTR will improve your quality score which will in turn produce lower click costs and a higher ROI. Adwords can be setup to automatically show the ad with the best CTR the most.
Landing Your Ads
Most marketers think about their ads but they do not give their landing pages any thought. When your visitors click on a product ad and land somewhere, they are looking for that product. So, you have to make it easily visible to them. The best thing to do is to let each of your products have a landing page of its own that is optimised for conversion. A/B test your landing pages with Google's Website optimiser, another free tool.
Target Locally
The local markets are often the strongest markets. It is not a bad idea to internationalize your ads if you are tapping into an international market to buy your local product, or if you want a local market to buy your international product. Give good importance to language tools. Google Adwords has many settings for language & location, and is a whole subject in itself. It is well worth visiting the adwords learning centre to read up on how adwords works with languages.
If you learn more about each of these items you will be well on the way to understand PPC management to a good level. You should then follow industry blogs and keep up with changes made with Adwords. A PPC campaign should never be set up and then left - it should be optimised by a professional each week to make the most of your paid search budget.
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