Managing a PPC campaign (or 5) can be challenging in itself, but achieving your unique, company KPI goals can sometimes be an even bigger challenge. We’ve written out some key components and our standard best practices we follow here at Wpromote throughout the campaign creation, initial optimization, and ongoing management process.
Making sure that your campaign segmentation is tight based on historical conversion and engagement data, website structure, or both is crucial in regards to PPC performance. One way to easily ensure this is to segment your campaigns according to keyword and/or product type. Don't forget to also utilize negative keywords properly based on the keywords you're targeting in specific ad groups. This way, you can control your budget more directly and efficiently, as well as point your customers towards the products or services they’re searching for.
Another key component to help you make strides toward positive PPC performance is to make sure your ad copy - or at least your ad headlines - are relevant to the keywords you are targeting within that specific ad group. Also, make sure that the landing page your ad points to is extremely relevant to the keyword (or product) you're targeting, I cannot stress this enough! These aspects allow for a stronger quality score, and a stronger quality score can result in better visibility in the SERPs (search engine results pages), lower CPCs (cost-per-click), and higher CTRs (clickthrough rate).
Performing consistent search query analysis keeps your account structure and segmentation strong. This act entails excluding irrelevant user searches and making sure that your budget is being allocated toward relevant, converting, or engaging user searches. This way, you're not spending your PPC investment inefficiently nor targeting unqualified customers.
Testing, testing, testing, 1-2-3! Testing is another crucial part of any successful paid search campaign. We're always looking to find new ad copy that better engages with customers, new banner creative that catches a customer's eye, and different landing page content that lowers bounce rate while raising CTR and conversion rate...whatever goal KPI you're optimizing for! A/B testing for about 2-4 weeks at a time is a strong technique to gather new behavioral data that can help you adapt your strategy, landing page content and structure, or simply future ad copy strategy.
Performing bid adjustments or directional bidding every 2 weeks is a recommended practice for strong PPC management. You want to make sure your investment is being directed toward keywords (or shopping products) that historically tend to drive a higher conversion volume at a more efficient ROI (return on investment) or CPA (cost-per-acquisition). Therefore, adjusting your bids every couple weeks based on your performance data is a strong aspect to partake in.
There you have it! The 5 recommendations listed above aim to help you make strides towards your company’s unique performance goals. While there are many other aspects to keep in mind, ranging from geotargeting to device analysis to the implementation of various ad extensions, these 5 recommendations are the initial pillars of PPC campaign management. To learn more about the basics and vernacular of paid search check out our Paid Search Basics Guide.