Right marketing strategy is important for PPC account management. So here are some useful and important pay per click account management tips that can maximize your conversion rates effectively.
Right Keyword Targeting This is the most important step of pay per click account management and PPC account manager should be an expert in planning the right keyword strategy. The main problem with the keyword targeting is the usage of broad keywords and non-performing keywords. Broad keywords often bring junk traffic that is of no use and increases your advertising cost. So it is important to do a proper keyword research and use the variations of exact, phrase and broad match. Also, search the generic negative keywords and add them to the list of negative keywords to save the cost. Analyze the search term reports deeply to have the data for converting and non-converting keywords. Pause the non-performing keywords to cut down the additional cost. Correct Audience Targeting It is another way for pay per click account management. Avoid four things while performing audience targeting- wrong geographies targeting, bidding at the wrong time of the day, wrong device targeting, selection of wrong advertising network. Let’s check each one of them. Targeting wrong geographies can be avoided by selection of the target location in campaign location settings. At the same time, excluding the irrelevant locations. By checking the frequency and reach report, you can check the hours of the day that are more profitable for your ads. This way you can run ads that time and prevent bidding at the wrong time. Also, check whether you require accelerated delivery method or not as it utilizes the budget quickly without considering the time. Check the device report in AdWords by segmenting the data. Set the right device bid targeting method and bid adjustments. Select the proper advertising network according to your business goals to achieve the desired results. Suitable Bid Strategies & Bid Adjustments PPC Account Manager should be an expert in selecting the right bid strategy for the advertising keeping in mind the business goals. For an example, check the following bid strategies in the search network. 1. Optimize for Clicks- It is good to drive the traffic but if your marketing goal is conversion, then this may not work well. 2. Optimize for Conversions- It’s good for getting leads and sales but historical data is important. If you are using the conversion optimizer then make sure that conversion data is relevant to all ad groups. So proper structuring of ad groups into different campaigns and conversion tracking is crucial here. Bid Adjustments are good for the people who have time to analyze the reports and set the bid adjustments for the device, location, targeting methods. It is effective in prioritizing specific elements of your campaigns and proper control over campaigns. Other Articles: 3 Important Traits of the Great Pay Per Click Expert Proper Campaign Settings It is essential to check the campaign setting mainly for the locations and extensions. As these two can save the advertising cost and make it more targeted. Location settings should be done to include the areas that are served by business, especially if it's local, then radii location setting should be done. Extensions should be used properly as they are mostly clicked by the people in the ad. In addition, it increases the CTR (click through rate) but at the same time, people often land to the page which cannot be placed for getting the conversions. So keep your marketing goals in mind during these settings. So, follow the above pay per click account management tips to leverage your ROI.
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Chris OvertonThis is my first post about PPC Campaign. Archives
December 2016
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