Here’s a bit of a tough pill to swallow for time-crunched marketers: creating pay-per-click (PPC) campaigns is not a set it and forget it process. For PPC campaigns to be successful and to deliver the best possible results, you must give them your attention. If you are not working on improving your PPC campaigns at least once or twice a week, over time, things could change that would negatively impact your results. The good news is that marketers who work to continuously improve their pay-per-click campaigns reap the rewards in their return on investment. So, how can we ensure continued campaign success? Here are two key things to do:
1. Optimize. Optimizing your pay-per-click campaigns is essential for campaign success. A few of my optimizing techniques involve reviewing the search query, which are the keywords that people use to trigger your ads. If those query strings aren’t relevant to the product or service that you offer, add them to the negative keyword list. Why pay for a click that isn’t going to bring you a return on your investment?
Another tip for optimizing your PPC campaigns is precise ad copy. Ensure that the keywords that you are bidding on appear in your ad copy at least once in a creative way. Make sure that you are not being redundant, and the ad copy makes sense. Also ensure that the same wording that you are bidding on is the same wording that is in your ads and that the same wording is also found on the landing page that your ads connect to. This will drastically improve your quality score, which can lower the amount you pay per click and increase the visibility of your ads.
2. Bidding and keyword matching. If you are not adjusting your bidding on your keywords manually or using broad match keyword matching on the keywords you are targeting, adjusting those can help increase the amount of clicks you receive from the campaigns that are currently running. Simply changing your keywords from broad match to exact match or phrase match can help weed out irrelevant traffic and help increase your click-through rate. It helps potential customers who are searching for your exact product or service find what they are looking for, instead of your ad popping up for every inquiry. You pay for a narrower, yet concentrated search. That search can yield a better return on your investment than a broad match keyword match can.
Changing your automated bidding to a more manual bidding structure allows you to have more control over the amount that you are paying per click. It helps you stay informed on exactly how much you are spending, or the maximum amount that you will spend on a click. If you don’t want to manually change your bidding or you don’t have that amount of time, stick to an automated bidding structure but make sure that you are still managing it periodically. As mentioned in the intro, PPC isn’t a set it and forget it endeavor.