Many words come to mind when we think of “PPC”, or pay-per-click, campaigns. For many managers today, time consuming, confusing, and annoying are just a few of them.
While PPC campaigns are, of course, an essential part of many internet marketing initiatives, they require a large amount of planning, monitoring and adjusting.
Given this fact, who wouldn’t love some help with making the job of managing PPC campaigns easier and more profitable?
In order to streamline your PPC campaign so that it is both efficient and effective, we’ve gathered together a few tips and tricks:
1. Save Filters
Although this may seem extremely easy and insignificant, saving your filters on Google AdWords can save you a lot of time and tedious adjustment work when it comes to PPC campaigns.
With hundreds of different data combinations possible, having to adjust your spending and conversion parameters each time you use AdWords uses up a lot of mental energy, and without good reason.
Saving your filters will leave you less frustrated, and give you more energy to focus on the important aspects of your campaign, such as content!
2. Automated Reports
PPC campaigns require running TONS of reports. When you’re managing multiple PPC campaigns at once, this can quickly become overwhelming.
If there are specific reports that you run frequently, you should save these reports and set up an automated email to receive them. This will help you to stay on top of your campaigns and monitor progress.
However, be sure to not get too carried away with automating your reports. If you have a report sent to you every day, you may stop looking at it all together because you get it so frequently. Start with a less frequent basis, such as a weekly report, and increase frequency as needed.
3. Pause Low-Performing Ads and Keywords
Keywords with low quality scores and low click through rates bring down your campaign ROI.
Knowing when to pause such low performing keywords can save you from spending unnecessary money.
Generally, keywords should be paused when they either stop delivering ads all together, or when they increase spending without generating conversions.
Low performing ads have just as much of an effect on campaigns as low performing keywords, if not more.
Just like low performing keywords, ads with low click-through or conversion rates must be paused and edited before money is wasted.
Customizing can go a long way when it comes to PPC campaigns. One simple way to customize your PPC campaign is to create targeted ad groups.
Don’t put too many keywords in one single ad group. This way, you can make sure each ad group consists of focused and relevant keywords.
Another way to customize your campaigns is to separate your content based on search engine. Monitor how your terms, ad copy and landing pages perform on each of the search engines you launch your campaign on.
Based on this feedback, customize and run content that is specifically tailored to each search engine in order to improve ROI.
5. Include negative keywords to save money
Finally, using negative keywords is a great way to save money on your campaigns!
Place words unrelated to your website, product, or service on a negative keyword list in order to screen website traffic.
This way, you only pay for relevant clicks that are fitted to people who are searching for what you have to offer!