You don’t need to be a genius to run successful PPC campaigns. All it takes is some discipline and a bit of effort. Here are six things that we always make sure we’re doing when we’re working on pay per click accounts that we think separates us from the competition.
Six Things You Need to Do For Pay Per Click
Focus on your goals – refer back to them often. Make sure they’re aligned with your business goals. It’s easy to get caught up in great CTR or lots of impressions, but if you’re CPA is too high, the campaign isn’t doing what you need. Make sure you don’t lose what the end goal is.
Keep learning – AdWords and Bing change month by month, so you can’t afford to stop learning. With an almost constant stream of tweaks and changes, you need to stay on your toes when you’re working with PPC. Nothing stands still, so you can’t afford to either. We make sure we set aside time to learn more about the platforms we’re using to keep our skills top notch.
Test new things – there are 1000s of different things to tweak when you’re running PPC campaigns. At first users usually, find this daunting and will keep things simple. But conversely the same is also true of many more experienced PPC users. They will know ‘what works’ and stick to it. But as the platforms change and evolve you need to be trying new things. For example, maybe having Ad Extensions didn’t make much of a difference 6 months ago, but the might be a big factor now. You won’t know unless you try.
Allocate time – When you’re looking at a PPC account it’s easy to rush things; quickly check the CTR, look at the conversions and skim the search terms reports. So to make sure you take your time over the account give yourself a set period of time to check it. That way you’ll dig deeper into the data and look at more than just the surface. Set aside at least 20 minutes a week to properly look at what’s been going on.
Don’t forget your landing pages – Having good ads and the right keywords is only half of the battle. Once you get visitors to your site they need to actually convert. So also make sure you’re taking time to look at your landing pages and make sure they match the quality of your ads.
PPC isn’t an island – It’s easy when you’re working on different platforms to keep them separated from each other. Your Facebook marketing campaign is for Facebook, your blog is for your website and PPC is something else. Instead, try to have a holistic approach. If you write a good blog post, try promoting it on PPC? If you’re running a Facebook competition, create some PPC ads for it!
If you’re doing these six things your PPC account is going to go from strength to strength. How do you keep your online advertising moving forward? We’d love to hear from you.
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