PPC is undoubtedly the most powerful tool available for internet marketing. PPC stands for Pay Per Click and is also known as CPC (Cost Per Click). Every major search engine in the UK offers PPC campaigns for advertising in its sponsored search results. PPC campaigns are managed in the login areas of their respective publishers. PPC campaigns are not as simple as they look and especially if you are setting up a new campaign, everything seems so distorted and confusing. While many companies report good ROI from PPC campaigns, there are others who spend a lot more than what they get in return. The difference between successful and failed campaigns is of PPC management practices. The object of this article is to provide you with the best practices for managing your PPC campaigns.
Essentially, every PPC campaign can be divided into the following areas:
1. Campaign strategy design and execution process formulation
2. Keyword research, analysis and selection
3. Ad text development
4. Keyword bidding
5. Progress analysis, reporting and strategy modification
This is the first and the most important stage of any PPC campaign in the UK. You have to sit down and think of the business parameters of your PPC campaign. You have to write down your objectives and goals that you want to achieve from this campaign. Use clear figures as much as possible and draw a road map of the actions that you need to take in order to achieve your goals. Your devised action plan should include optimal course of action to achieve your desired results. You can create a checklist with all the milestones and proposed actions so that you can tick each one upon completion.
Keyword research and selection is the second most important thing in a new PPC campaign. When you define a new campaign, you have to look for the relevant search terms against your business. Relevant search terms are words, set of words or phrases that your business clients can use to locate your services online. You can select your desired keywords with Word Tracker, Priority Submit, Google Adwords Keyword Tool and Overture Suggestion tool to generate a list of optimised keywords.
The creative phase of a new PPC Campaign starts with ad text development. Copywriting for PPC campaigns is a very creative task. You have to stay in the defined character limit while using the best words related to your business. You have to look for ad quality score of your campaign as well. If your ad text is too different from your lading page content and selected keyword, your ad quality score will eventually fall down. Top search engines especially Google will place your ad at the bottom of sponsored search rankings if your PPC campaign ad quality score is low. Therefore, the quality of your ad text becomes more important in case of new campaigns.
Keyword bidding accounts for 25% of your optimum campaign results. You have to bid wisely and keep an eye on the bid value changes. Most of the top keyword bids are changing many times in a day. If you bid low, you may not appear in the top results and will be placed lower minimising the chances of a click. Most of the campaigns require manual supervision for optimum results from your PPC advertising.
Reporting is important during your PPC campaign to determine the results and to check the performance. You can check your CTR to see whether your set goals and objectives are met with your campaign. If you are failing to achieve your goals, you should reconsider your strategy and check where you have gone wrong. When you see a problem, modify the campaign accordingly and run it. After some testing, you will be able to achieve optimum results from your campaign.
Another simple way is to hire a UK based PPC management specialist company. Quote Bean can offer you free quotes for top PPC campaign handling companies. You can get up to 6 quotes for free from us by filing in a simple form.
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