Pay-per-click (PPC) management is an invaluable tool for marketers. It can drive traffic and enable you to gain prospective customers. This is especially true when you know how to get the most out of your advertising budget.
The results you get from your campaign will highly depend on your methods. Yet, what are those methods, and how can they capture better results?
Find out how you can optimize your PPC ads, from analyzing data to boosting your campaigns.
What Is PPC Management?
PPC management is a tool marketers use to strategize and optimize their campaigns. It’s a method used to measure and improve ad performance.
PPC management includes various tools, but they all have the same basic components:
- Keyword research
- Ad copy optimization
- Metric tracking
- A/B testing
- SEM strategizing
- Campaign improvement methods
PPC management allows businesses to advertise their products and services to a target group of customers. It’s called “pay-per-click” because the advertiser pays a certain amount each time a user clicks on the ad.
This advertising method is a great way to get a small business in front of an audience — and the best part is that there’s no payment unless someone clicks on their ad.
Why Do You Need a PPC Management Strategy?
A PPC management strategy is the best way to get a business on the map and drive traffic to its website. However, marketers must implement it correctly to get the results they’re looking for from a campaign.
PPC management campaigns often need optimization to gain traction and attract the right prospects, which requires a plan.
Nevertheless, a PPC management strategy is crucial to covering the basis for how it should work. With a highly structured plan in place, you’ll understand how to achieve the results you’re looking for, from the keywords to use to know how much money you’ll be willing to spend.
Considering this, all the money spent on clicks will be worth the investment.
PPC Management Best Practices
Whether you’re just getting started or are looking for ways to improve your campaigns, use these PPC management tactics for the best results:
1. Optimize Your Account Structure
In a PPC account, you might be managing several different types of campaigns. Each campaign will have its own settings and limits, so it’s important to structure your account to organize your PPC management efforts. That way, you get the most out of each of them.
Below are a few tips for implementing an optimal account structure:
- The placement of your ads and how you organize them matters. Consider whether their arrangements make sense based on the people you’re targeting.
- Some pages may not belong in your account, such as pages with product and non-product offerings. Move the ones that don’t belong into another campaign with similar ad targeting and keywords. This tactic will keep things organized and ease managing all campaigns at once.
- If there are two groups of keywords that you could combine into one campaign or ad group, consider doing so. This will simplify your account for when you need to make changes in the future.
2. Optimize Your Ad Copy
PPC advertising can be truly helpful in getting your business in front of new customers. However, marketers must realize that campaigns can produce the best results by optimizing them with ad copy.
Ad copy optimization is important in managing your campaign to keep ads relevant and engaging.
When you optimize your ad copy, find the right balance between brevity and impact. For example, your headline should be a good enough length to where Google won’t cut it off because of its character limit.
You should also keep things simple but specific, especially with your headlines. That way, customers immediately understand what they’re clicking on when they land on your page.
Additionally, PPC ads should always have a call-to-action (CTA). CTAs encourage users to click through ads and drive conversions after reading about the products or services.
3. Track the Metrics That Matter to You
When managing a PPC campaign, it can be overwhelming to keep track of all the data because of all the metrics that come with it. However, metrics tracking is vital to learn how your campaign performs and the next steps you can take to enhance it.
Yet, how would you know which metrics to track to improve a campaign? Here is a list of some of the most important metrics to track:
- Cost-per-click (CPC)
- Cost-per-acquisition (CPA)
- Conversion rate (%)
- Cost-per-lead (CPL)
- Cost-per-action (CPA)
- Click-through-rate (CTR)
- Cost-per-conversion (CPC)
4. Use the PPC Account to Target a Specific Audience and Location
Targeting the right audience and location is the key to maximizing your results. Therefore, this is something to consider when advertising on the internet. That is how you ensure your product will interest your target audience and reach them in a place they’ll see.
The more targeted your ads are, the better they’ll perform — and the less money you’ll have to spend on them.
To get started, here’s what you need:
- A list of keywords that are relevant to your business and potential customers’ search queries
- An idea of who your target audience is (age, gender, location)
- A list of locations where your target audience lives or works (if possible)
Once you’ve got all that information together, you can create your campaign.
The first thing you’ll want to do is set up a campaign based on location. This will let Google know where your target audience lives or works and show them ads related specifically to those locations.
After completing this step, create an ad group for each keyword phrase you want your ads shown. Then, it would help if you made an ad within each ad group.
5. Research Your Keywords
Your campaign’s success depends on the keywords you’re targeting. That’s why keyword research is vital in this step because you will be bidding on certain keywords that trigger an ad.
Remember that the more competitive the keyword is, the more expensive it will be. Therefore, it’s best to have a strategy that will help you determine which keywords to use.
When researching keywords, start by doing it manually through Google. Search engines give clues to what your audience may search for through autocomplete suggestions and relevant searches.
You should also use Google Keyword Planner to help you develop a list of keywords by analyzing the difficulty level and monthly search volume.
Finally, PPC managers should always research their competitors to determine what their opponent is doing well and how marketers can take their approach.
6. Use Ad Extensions to Improve Performance
Ad extensions are a great way to enhance your ads and make them more effective. They are especially useful when running a campaign for an organization or business with multiple locations. Marketers can use them to show more information about the company, provide contact information and drive traffic to a landing page.
Marketers use ad extensions in various ways, but most commonly, they use them in text ads to help users understand the advertisement better.
Additionally, ad extensions can be good for promoting special offers and discounts. For instance, suppose you have a coupon code offer. You can include it as an ad extension in your text ad so customers can use it at checkout.
Make the Most of PPC Management
Marketers have various ways to leverage PPC management to hit their objectives. However, it’s all about doing it strategically so they can get the best results. By keeping these tips in mind, you’ll ensure that your campaign runs smoothly and get the most out of your investment.