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Save Budget with PPC TLC

If run haphazardly, a pay-per-click (PPC) campaign can eat through its budget with little return on its investment. To generate business, PPC requires great attention and care due to the sensitive nature of its data collection and performance. Not only do you need internet searchers to engage with your account, you, too, need to engage with your PPC account. 

A PPC account manager should check an account frequently to ensure a campaign is running smoothly and the budget is being used efficiently. It is best to conduct thorough account reviews periodically as needed, and in between these in-depth reviews, conduct quick reviews. Examine the following areas when conducting a quick “account check-up”:

1. Evaluate Overall Account Structure

PPC accounts are organized in campaigns. Spend time on the surface of your account taking inventory of your campaigns:

  • Are campaigns organized in sensible, clear groups?
  • If campaigns still do make sense, are those campaigns then broken down in categorized adgroups?
  • Are the number of campaigns and adgroups sufficient and/or not too much to manage?
  • Should any campaigns/adgroups be added or deleted based on changes in business/industry?

2. Research Keywords

Adgroups have keywords assigned to them that trigger the ads in those adgroups to display during searches. Evaluate keywords’ performances to ensure you’re targeting the best searches:

  • Do the keywords have search volume?
  • Are the keywords too broad? Broad keywords are not desirable as they attract untargeted or unwanted traffic.
  • Do the keywords and ads relate to each other and work well together?
  • Is there a need for negative keywords, or search words/phrases that shouldn’t trigger your ads, in an adgroup?

3. Read ads

There are a lot of factors at play in running a successful PPC account, but one of the most basic factors, on the front lines fighting for success, are the actual ads:

  • Are your ads eye catching?
  • Do they include a motivational call-to-action?
  • Do display links use keywords?
  • Is there a place for ad extensions to further attract searchers’ attentions?

4. Land on Landing Pages

Landing pages are the pages your ads link to and they must relate to their ads and keywords to satisfy ad clickers:

  • Do your adgroups’ landing pages support the keywords and ad text? Would a visitor be disappointed to land on a landing page after reading your ad?
  • Are landing pages optimized with the adgroup’s keywords?
  • Do any adgroups in a campaign lead to the same landing page? Landing pages should only be used in one adgroup per campaign.

5. Crunch the Budget

Even if you’ve nailed each of the PPC components above on the head, your budget still determines the success of your campaign and how great the return on your investment is. Check out the Google Bid Simulator to ensure you’re assigning the right amount of money to each keyword, and ask yourself these questions:

  • Are your ads leading to conversions or goal completions?
  • If a campaign is based around products/services, are your most profitable products/services receiving sufficient funds?

Close monitoring and deep-diving in to data are needed to make smart decisions in PPC efforts. These are simple elements to examine in a PPC check-in, and when thoroughly examining an account, more in-depth research and evaluation are required. Make PPC account monitoring part of your routine to see the best results and use money efficiently.

Read SVM’s 9 Steps to a Successful Pay Per Click Campaign for more guidance, and feel free to ask our PPC experts a question!

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Gabrielle Ferro

I appreciate the strategy behind online marketing. I love working with clients and seeing their online marketing efforts grow over time with thoughtful strategy. Seeing improvement and helping clients are two of the biggest motivations in my job. Full bio

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