PPC campaign management is essential for any business that wants to reach new customers online. PPC ads can be carefully designed in a local variety of possible ways, including Display (standard desktop and mobile). Search engine marketing or Social Media Marketing.
Display ads typically appear as text-based or image-based banners on websites and search engines. While social media marketing includes using paid advertising on platforms like Facebook and Twitter. When executed correctly, PPC campaigns can help businesses achieve the following objectives:
Reduce costs associated with traditional advertising methods – TV commercials, print advertisements, website placements, etc.
Here are 9 Do’s and Don’ts of PPC Campaign Management that you can’t overlook:
1 Don’t overspend on your PPC Campaign Management
While it is important to allocate a budget for your PPC campaigns. Make sure that you are not spending more money than necessary.
2 Do the research and analyze your competition’s ad spend
Knowing what the industry leaders are spending can help you set reasonable expectations for your own budget and strategy. This information can also be used to improve or adjust aspects of your campaign as needed.
3 Do test various ads throughout the life of a campaign
A well-executed testing phase will allow you to fine-tune each element of an ad until it reaches its full potential.
4 Do be realistic about your expectations
It is important not to set unrealistically high goals for yourself or to give up prematurely if the results of a campaign are less than stellar.
5 Do review and optimize your ad copy on a regular basis
The goal of effective PPC advertising is to attract customers who will then convert into sales leads or paying customers (ROI). Keep track of how well each element of your ad campaign is performing by regularly reviewing individual ads and adjusting as needed.
6 Don’t neglect Paid Social Media Advertising as an essential part of any successful PPC Campaign
Paid Social Media Advertising (PMA) allows you to reach an even wider audience with targeted ads on popular platforms like Facebook, Twitter, and Google+.
7 Do use tracking tools to measure your results
Tracking tools can help you see which ads are generating the most response and improve your campaign as needed.
8 Don’t forget about email marketing
Email Marketing is one of the oldest and most effective forms of advertising, with a proven track record for driving ROI.
9 Do set KPIs (Key Performance Indicators) specific to each ad group or campaign objective
Measuring progress against defined goals will ensure that you are making a maximal impact with your PPC investment.
While many different elements go into a successful PPC campaign. Following these few tips should help you get started on the path to success.
Checklist for PPC Campaign Management Audit
Some tips on how to conduct a successful PPC campaign management audit:
- Obtain detailed online marketing objectives and reporting metrics for each website or ad campaign that you are evaluating.
- Review all content, including the landing pages, conversion ads, social media posts, and email campaigns to identify any opportunities for optimization (e.g., better copywriting or brand positioning).
- Compare results across different target keywords/phrases, Campaigns/ads, groups, etc.) in order to determine where your spending is yielding the best ROI (return on investment).
- Evaluate the effectiveness of paid search (PPC) targeting by assessing your click-through rates (CTRs), average position, and spend per conversion on your most successful ads.
- Analyze how different ad copy or images are impacting overall impressions and engagement rates on social media posts and landing pages (e.g., length, quality).
The Bottom Line
If you’re looking to take your business to the next level, then PPC campaign management is key. PPC (Pay Per Click) ads are one of the most effective ways to reach your target audience online and generate leads or sales. They work well for both small businesses and large corporations. Because they allow you to directly connect with potential customers through cost-effective ads that are tailored specifically for them.
PPC campaigns can be divided into two main categories – search engine advertising and display advertising. If you’re looking for a Pay-per-click advertising agency, contact Stallion digital marketing today!