Some people think that PPC campaigns are a one hit wonder. As much as we’d love to save you money by setting up your campaign and leaving it to fend for itself, there is always competition and unfortunately, more often than not, lots of it.
By leaving a campaign to run itself, it enables your competition to optimise their adverts and out-rank your position on Google. Not to mention that you could run the risk of wasting your valuable budget on keywords that aren’t converting into leads.
It’s a dog-eat-dog world out there and you need to keep on top of your game! Regular management will allow you to optimise your adverts for a more targeted approach. By viewing the campaign history and statistics, this will show you which ad groups and keywords are converting into leads. It will also help you adapt your bidding strategy to get the best bang for your buck.
So, what’s essential in a PPC campaign?
- Research – Take advantage of Google’s tools to see insights on the competition, current locations, spend and monthly traffic volumes.
- Budget – Based on the research you’ll have to set a budget that’s right for you, whilst being competitive in the market. This budget may increase depending on your return.
- Selection – Select the correct keywords and target specific search terms based on your audience.
- Location – Hit the right area(s) for your product or service. Put a radius on it to reach further afield.
- Relevancy – Keep your landing page relevant with your adverts, ad extensions and keywords, as this will help with your Ad Rank.
- Tracking – Make sure you monitor all enquiries that come from the adverts. This can be done through Goal setting in Google Analytics and using unique telephone numbers.
- Return – After a months run, work with your team to establish what enquiries have been generated and make a note of the total value that’s been brought into your business. Match this against your advert spend and there you have it, your Return On Investment (ROI).
Don’t be surprised if you don’t see a large return straight away. It takes time to build up campaign data in order to learn from. Just make sure that you review the data on a regular basis (management), as this will help you determine what changes you need to make for a more successful campaign.
I hope you’ve enjoyed the read! If you have questions or need support with your own PPC campaign, simply comment below and we’ll be more than happy to help. Alternatively, if you don’t have the resources or skills to manage your campaigns on a regular basis, then enquire today and we’ll get back to you with a solution.