Pay per click (PPC) campaigns can be a combination of art and science. It takes creativity to generate compelling ad content and at the same time, you have to understand the rules and parameters regarding this tool. From there, you must monitor accounts and make adjustments as necessary. A successful PPC campaign can require a lot of time and effort, but you still might be wondering what else sets apart the best PPC campaigns from the rest.
Ultimately, it all comes down to successfully executing two fundamental elements: structure and management.
Structuring Strong PPC Campaigns
When it comes to structure, there are a few main points to consider:
- A properly structured campaign will use the correct categories based on the type of business. You want to be utilizing relevant keywords based on the business and its target audience.
- The campaign should also be built in a way that makes it easy and intuitive to manage.
- The account manager should have complete control over every element of the account so that they can make adjustments as necessary in order to optimize performance. Remember that markets are always changing, so even high performing ads may not be as effective over time and you want the power to be able to tweak details on the go.
Examples of Structural Problems
Built too much for control. If the account is extremely specific and relies too heavily on single keyword groups, there may be maximum control, but this will also make it unreasonably difficult to manage.
Built too much for ease. On the other end of the spectrum, building accounts for easy management can also cause problems. If you create one campaign with one ad group that contains all the keywords in broad match and fully automated bidding, you have given up too much control. This setup will make it difficult to optimize the account and you will end up spending too much on keyword auctions.
Tips for Managing PPC Campaigns
Ultimately, managing PPC campaigns can be a complex undertaking. There are a lot of different components to take into account, but on the most fundamental level, you need to manage everything on a granular level.
Manually bidding. Manual bidding gives you a hands on approach to managing the account and allows you to quickly recognize patterns and determine which keywords are most effective. From there, you will be able to make educated guesses about other keywords and constantly improve your account.
Search query optimization. Pay attention to search term reports, which provide information on both the keywords you are bidding on and which queries are actually directing traffic to your site. This data will help you quickly eliminate waste clicks and provide you with powerful feedback on your account structure.
Running successful PPC campaigns can be challenging, but it isn’t impossible. If you accounts are lacking when it comes to structure and/or management, but sure to contact the experts at Yael Consulting. We can help you get the most out of your accounts and drive targeted traffic to your site.