Pay-per-click (PPC) campaigns can be a very effective way of driving traffic and leads to your website, which should hopefully result in sales. Although PPC seems straightforward at first, there are ways of managing your PPC campaign to keep it cost-effective and efficient.
Use PPC site metrics
The Google AdWords PPC campaign platform has lots of different metrics that allow you to evaluate the success of your campaigns based on which metrics are most important to your business. You can see how every penny of your budget is being spent, as well as keeping track of how much revenue you are receiving for each ad you are running.
You can also see which keywords are performing the best and which ones are just encouraging non-productive clicks. Use these metrics to continually refine and adjust your keyword selections and ads to weed out those that are resulting in non-converting clicks, lower your bounce rate, and increase your conversions.
Utilise ad extensions and site links
Site links allow you to include a number of different CTAs (calls-to-action) in one single PPC campaign,
giving you the opportunity to test different ads and landing pages within a single campaign, so that you can see which are receiving the most clicks and conversions.
Ad extensions permit you to include additional information about your business in your ads, helping to improve their visibility and relevance to people browsing the web. Ad extensions allow your ads to be more specific, usually resulting in a higher ranking for your site on Google, as well as attracting more clicks.
Ad scheduling
AdWords’ handy scheduling tool allows you to choose when you run your ads. For example, if you only want your ads to run when your business is open during core trading hours, you can schedule them to do just that, potentially saving you money on wasted clicks. However, if you are running a seasonal campaign, you might want to set your ads to run over weekends and evenings too in order to catch casual online, out-of-hours shoppers.
Create a re-marketing campaign
A re-marketing campaign can be extremely useful in reaching previous site visitors. They will see your ads appear as they browse other similar websites or when they search for keywords that are included in your AdWords campaign. This presents you with an opportunity to capture the business that you might have previously missed out on during the person’s initial visit to your website.
Import and optimise your PPC campaign into Bing
Although Bing has a smaller share of web traffic than Google, it can still be useful and productive for
PPC campaigns. In order to save you the time and effort of recreating your PPC campaigns all over again, plan and optimise your campaigns for Google first, and then import them directly into Bing.
A really well-managed PPC campaign can be a marketing strategy that results in a very good ROI. Remember to research all your keywords and long-tail keywords so that they are totally relevant to your ads and work on devising really engaging calls-to-action. This should result in more clicks, more conversions, and more profit.
