For a pay-per click campaign to be successful, regular and consistent monitoring and managing of it is essential, and many business owners choose to outsource this due to a lack of time, resources and knowledge.
If you want to get the best out of your pay-per-click campaign, here are some helpful ways to do exactly that:
Manage negative and underperforming keywords
By building and continually adding to a list of negative keywords, you can help prevent users from searching for products or services that aren’t related to yours; in short, your ads won’t show up to the wrong users. It’s important to note however, that it may take some time to discover which keywords are having an adverse effect on your campaign and to build a robust list, so you may find it more convenient to have a digital marketing company handle this for you.
Keep a close eye on trending keywords
The world of the internet is a fast paced one, and for a pay-per-click campaign to be consistently successful, it will need to feature new and useful keywords. Examining searches is the best way to discover such words, and again, if you don’t have the time to do so, simply engage with a digital marketing company.
Properly manage quality score
A low score could indicate that there is an issue with your PPC campaign, so it’s important to properly manage quality score to ensure that your ads and keywords are always relevant. While problems with quality score may result from a landing page with multiple conversion paths, it often takes experience and in depth knowledge to fully understand this, and as a business owner not a digital marketer, you simply may not be able to manage quality score unaided.
Try to avoid using duplicate keywords
Your ads may start performing better once you eliminate duplicate keywords; something that AdWords is particularly not fond of. What is essentially happening when ads from the same company show the same keywords, is that they are competing against each other, instead of against other advertisers, and that makes absolutely no business sense whatsoever. While there are online tools to help you locate and edit duplicate keywords, your ads stand a batter chance of success if you collaborate with a digital expert.
Monitor your keyword click-through-rate
Click-through-rate or CTR, can help determine interest in your PPC campaign. Having a good CTR can boost your quality score and have a positive impact on search rankings and cost, and if you’ve got a good CTR, it’s a strong indicator that you’re bidding on the right keywords and audience.
Monitor ad position and conversion rate
Finally, you’ll need to carefully assess your budget for marketing and ensure that you’re making the most of your ad’s position in accordance with it. Working with a professional digital marketing team is a great way to ensure that you stay in budget while your ads appear in a relevant position.
While you might believe that you’re saving money by trying to manage your pay-per-click campaign yourself, this is often a misguided belief and can be detrimental to the health of your brand as a whole. The reality is that a poorly managed campaign can cost you a lot more in lost revenue than a digital marketing company’s fees, making working with professionals, a worthwhile investment.