PPC Management: Planning and Execution
– The cornerstone of your PPC management is going to be your AdWords account for the foreseeable future. That means that if you do not have one already, it is time to create one. The initial setup is very simple, but you will need to invest some time in picking keywords and creating your ads.
Decide what keywords to target
While Google’s Keyword Tool used to be open to the public, you will now need to open your AdWords account first to access their new Keyword Planner in their PPC management dashboard. Start by choosing terms that you would use to search for your website. By plugging these keywords into the tool you can see approximately how many searches there are for related terms every month, and how much competition you have for those terms. Broad terms will have more searches than specific ones, but?will be substantially more expensive and are rarely good PPC management.
Good PPC management means?not neglecting negative keywords as well. These are words that will cause your ad to not display. For example, the negative keyword “free” is a good way to filter out people who are definitely not looking to make a purchase. You can also use them to filter out potential Visitors looking for related products that you do not carry. It is an important aspect of PPC management since a Visitor who will never make a purchase is a waste of your budget.
Create your campaign
In some ways, PPC click ads are similar to other forms of advertising. Quick, to the point, and give the user a reason to choose your ad over the other results. Your agency or marketing department will be of great assistance here, as they can help integrate your campaign with other forms of media you are currently running.
While you only pay for a click?through, you will not achieve your desired levels or quality of traffic without this effort. A Google campaign that uses solid PPC management should net you a click through rate of 2-5%. Any lower and you need to do some fine tuning to your content. When you consider the average rates for Facebook ads are only .1% or less, and often .25% for banner ads, this means that these ads will give you the most traffic for your efforts.
Track your campaigns and make adjustments
The tools in your AdWords account allow you to track the results from your ads in complete detail. That allows you to create a PPC management strategy that includes?which ads run with which keywords, which landing pages, and even what time of day the ads display.
This also gives you statistics that you can use in future campaigns, and, when linked with an Analytics account, can give you valuable insight into who your customers are. This additional information in turn allows you better PPC management, restarting the cycle.
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.