5 Tips to Managing a PPC Campaign

Managing a PPC Campaign

Managing a PPC campaign can be a lot like managing a website or any other form of marketing. Testing and reapplying ideas can help boost your campaign and improve your ROI (return on investment). In this short snappy article, we’ll look at what you can do in house to improve the management of your PPC campaigns. 

So let’s begin.

1. Understand your Market

In order to have any success in any form of marketing understanding the market is an important first step. There is very little point in doing anything without this greater understanding. For example, find out what your target market actually search on search engines to understand the terms you should be advertising on. In fact, your first step should be to find out if your market actually uses search engines. Below we’ve listed a few reasons for why you should do this:

  • Prevents waisted expense on un-searched terms.
  • Helps improve planning and future marketing efforts both online and offline. 
  • Reduces waisted time in planning campaigns that will have little effect.
  • Improves conversions as targeted post reach your market.

You can understand your market in a simple way by using key terms searches like Googles Keyword Finder. You can also find out directly from your current customers what they did to find you. Expand where you know you can gather customers before finding them elsewhere. This will save money, time and effort. 

2. Conversion Tracking

Google Adwords offers a fantastic tool that helps you track exactly how many of your website visitors convert. This tools should be set up on every campaign created. This helps for a number of reasons, the biggest being it allows you to understand your ROI. Conversions are the main point of search engine advertisement. There is very little point for a business to run a campaign that isn’t set to convert. These conversions can be set up in your Adwords account page. 

Helpful link – Set up Adwords Conversions

Setting up your conversion tracking can help you understand what users are doing on your site and how you can funnel them towards converting. There are also other tools, such as heat trackers, these allow you to see exactly how users use your website. Again allowing for better data gathering to understand how customers move around your site. 

3. Retargeting Campaigns

Retargeting isn’t a new thing, it has been around for a long time, but since GDPR came into effect it’s taken a more obvious stand within the market. Never the less, it is a very powerful and useful tool to use when running a PPC Campaign. This is because it allows you to use that investment in advertising multiple times to help capture that conversion. 

How Retargeting Campaigns Work

In a simple and easy to understand method, users come to a website. The website uses cookies that effectively stick to the user’s browsers. You then use other banner ads and other forms of marketing to target those users as they surf the web. For a comprehensive article, check out this blog below: 

Interesting link – Guide to Retargeting 

4. Use Adwords to Help

Google Adwords is a very powerful tool that isn’t utilised enough. The idea behind Adwords is to help you gain more customers. Google makes revenue through advertisement, they want you to succeed with their platform to come back time and time again. Because of this, there are a whole bunch of tools on Adwords to help you keep improving your PPC campaigns. Here are two that can really help: 

  • Dynamic ads. These adverts look at your current website, your target market and competitors tactics to help better optimise your adverts. Use this tool to help speed up the creation and success of your campaigns. One thing to note however, this works a lot better if your website is well optimised around keywords and the market in the first place.
  • Negative and Other Keyword helpers. Allowing you to remove ads from some negative terms, and also add adverts to terms searched that are very similar. Using broad match and other tools. This can dramatically increase the volume of traffic you receive, especially as not everyone is searching the same thing perfectly. 

Use these tools and try not to do everything manually. It takes time and in many cases can actually reduce the chance of success with your campaigns when ran manually. 

5. Landing Pages 

Landing pages are something that every single person who runs a PPC campaign should know about. Without a well-optimised landing page, you could be missing out on a wide range of potential conversions. Landing pages are the first thing a customer sees when they join your site from an advert. Optimise this to help guide those users towards a conversion point. 

In order to make these more successful use all of this other information to help develop this landing page. Without a well-optimised landing page adverts will always be ineffective. Use time and research to better understand what is working and what isn’t working. Try this and see the success of your campaigns increase. 

Useful link – What is a Landing Page

Managing a PPC Campaign Conclusion

PPC campaigns can be as simple as just putting an advert online that links to your homepage, however, these campaigns will never be as successful as a well-managed campaign. Use these tips and tricks to keep developing your landing page around these areas. Keep on developing your adverts in order to reach a wide plethora of customers. Once you’ve reached these customers understand how they’re using your landing page and website. Use this data to re-market them and convert those users into customers. 

If you’re looking for help or a PPC managing company, get in contact with Channel Creative using the information below. We love chatting Digital Marketing and would love to chat with you.