10 Golden Rules for Your PPC Campaign Management
As most of you know, PPC stands for Pay-Per-Click. PPC is a type of online marketing in which marketers must pay each time a customer clicks on their ad. PPC is very commonly used in search engines like Google and Bing. However, PPC campaigns run on social media platforms like YouTube, Instagram, Facebook, LinkedIn, etc., and through display ads on websites.
PPC campaign management is important for increasing return on investment (ROI) and achieving business goals. Through effective management, you can set budgets, identify and target specific audiences, optimize keywords and landing pages, make data-driven decisions, etc. This blog will discuss 10 rules for effective PPC campaign management.
Rule 1: Fully Understand The Client’s Business, Goals, And Target Audience
A complete understanding of the client’s business goals and target audience is mandatory to run a PPC campaign. You should have a clear idea of the client’s business, services, goals, and target audience. Without having a thorough understanding of these, you will waste your time targeting the wrong keywords and audience and lose a lot of money. Set clearly defined goals so that you will have a clear focus on your advertising efforts.
Rule 2: Set Your Max. CPA Targets: Keep Your CPA Lower Than The Product Price
Max. CPA also known as cost per action is the amount you are setting for each conversion that will not result in a loss. Max. CPA is the price of your product. Hence you can spend an amount up to the Max. CPA for marketing the product. If the marketing price goes beyond the product, it will result in a loss. So it is advised to keep your CPA lower than the product price. You need to discuss with your clients to determine the Max. CPA targets and makes plans to create profit on every conversion.
Rule 3: Set Up Your Ad Account Strategically
You can reach your target audience online through Google’s advertising service called Adwords. After setting up your Adwords account, you can add specific keywords to present your products or services in Google searches. There should be a strategic plan to set up a well-structured account. Otherwise, it will be difficult to measure and monitor the performance of campaigns. Make sure that one campaign targets only a single product.
Rule 4: Set Up Conversion Tracking And Monitor The Performance Of Your PPC Campaigns
Conversion tracking for PPC is essential for measuring the effectiveness of your campaigns. It is crucial to know what happens after a customer clicks on your ad. This helps you to know which keyword, ad, or campaign generated the conversion and check whether the money you invested in the PPC campaign is worth it.
Rule 5: Focus On Top-Performing Products
Every good marketer analyses what sells the most and you should also do the same. It can be a keyword, an ad group, or a campaign. First of all, identify the top-performing product and then transfer funds from a low-performing marketing campaign to increase its budget. Through this, you can generate maximum revenue for your clients.
Rule 6: Optimize Your Campaigns
Optimizing campaign settings helps you identify what is working and make decisions about improvement. Regularly checking and aligning campaign settings with your business objectives helps you save a lot of time and money. Your campaign should target only the relevant locations, devices, languages, and networks aligned with your target audience. Also ensure that the campaign is using the appropriate bidding option, budget, and ad scheduling. Additionally, use the extension feature to improve the CTR of your ads.
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Rule 7: Run Remarketing Campaigns
The purpose of remarketing campaigns is to convert your website visitors into customers. A clear understanding of your business needs and objectives is required to create a successful remarketing campaign. Through a remarketing campaign strategy, you can connect with previous website visitors and convert them to paying customers. Remarketing campaigns are mostly profitable which increases the ROI of many businesses.
Rule 8: Use Negative Keywords For PPC Campaign Management
Identifying negative keywords in your campaign is as important as identifying relevant keywords. So that you can avoid ads appearing for irrelevant keywords. Identifying and taking care of negative keywords helps you save on your ad budget. By analyzing search query reports and using keyword research tools you can identify negative keywords.
Rule 9: Use Automation For Monitoring
Monitoring all your campaigns manually can lead to expensive outcomes. You can’t monitor everything manually if you are managing more than two PPC accounts. In that case, you can create automated rules and customized alerts to manage and track the performance of your campaigns. Automated monitoring tools include Google Ads Automated Rules, AdEspresso, WordStream, etc.
Rule 10: Continuously optimize ad copy & landing Pages
Ad copy & landing page optimization help to attract customers to purchase your product or service. Ad copy with a strong CTA and USP will get you many clicks and conversions. A landing page that loads faster will improve the user experience and increase conversions. Experiment with different CTAs to find out what improves your conversions.
We have discussed some effective PPC optimization strategies to manage PPC campaigns. Implementing these strategies helps you connect with your customers online and sell your products or services to them. These strategies are supposed to be used regularly and can be adjusted based on your business goals and objectives. A PPC campaign becomes successful when it remains within the budget and drives conversions and revenue.