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Work On 4 Things For Successful PPC Campaign

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Managing a Pay-Per-Click (PPC) campaign can be overwhelming if we lose sight of a structured routine. As a PPC manager is incessantly inundated with e-mails, updates, popping notifications, unscheduled meetings, queries from the clients, it is easy for him to let the control of the campaign slip through his fingers before he realizes it. Even the most experienced managers may find themselves falling in the pit if they fail to stick to the rules. In spite of a taking utmost care while managing the campaign, it is a common phenomenon to observe silly mistake like this – the ad which was supposed to direct to a landing page for socks directed to a page having details about ties! However, the search business is rife with such PPC heroes who are running their campaigns flawlessly, day in day out. So, what is keeping them ahead of rest of the gang? What different are they doing which their counterparts are failing to be doing? Let us see four of such simple activities, if done daily, may enable us manage our PPC campaign more effectively.

Plan Your Work-Flow For The Day

Planning requires the knowledge of what goals to be accomplished during a day which would help in optimizing the campaign and thus help in generating the revenue out of it. Also, to plan prudently one needs a quiet environment. Hence, many good PPC managers are early risers too so that they have enough time to take care of their health by exercising and getting proper breakfast and then head straight to the work before everyone else does. Like them, one can use the quiet work atmosphere to study the previous day performance report of the ongoing campaigns and the emails from the clients which may require exigent action. Reviewing the performance report may help spot any campaign which may have gone a sky-high click-through-rate (CTR) just overnight but has not resulted in a single conversion. Inability to catch these changes may eat up a monthly budget in a matter of just few hours. Knowing the demands of the clients early in the morning gives a PPC manager enough time to deal with it wisely and helps him prioritize the work-flow for the day. Once they know that what is the most important thing to do which has high impact on the result of the campaign, they try and finish it off first and then they move to the next item in their to-do-list. It is also worth mentioning that most PPC managers agree to the fact that they are more productive when they focus on one thing at a time.

Scan Industry News

Search marketing business is one of the most dynamic businesses of our time. The players involved in the game have to keep their eyes and ears open continuously for any updates taking place in the industry which the campaign has its focus on and also the changes announced by the setters of the rules of the game like Google, Bing and Facebook among others. In order to do this, many PPC managers make mistake of subscribing to hundreds of newsletters, blogs, magazines and feeds. They think doing that will help them to keep a tab on any update happening, however, the truth is most of these subscriptions have repeated content and to some extent are not even trustworthy. When these emails start pouring in the inbox throughout the day, they do enough to be distracted by them. Identifying the best blogs, newsletters and the authors who provide timely and credible content and sticking just to them will help de-clutter the inbox from the poor quality, repeated news and also save your time which you can utilize on more productive tasks. The best time to read such pieces of information could be around lunchtime or  half an hour before one plans to leave from work, when the rush in the office is considerably low and not many important tasks have to be delivered. Setting Google alerts for the major keywords in your campaign is also a good idea but again, instead of sending those emails straight to your inbox, create a separate folder exclusively for the alerts. Each day set a few minutes to check this folder to monitor any news which may impact the search volume of a keyword in your ad group but may be irrelevant for the business you are in. These alerts may help you adjust your campaigns before it is too late.

Keep An Eye On Spend & Budget

Chances to make a change in the bid and budget of your campaign daily are rare. Though, it is safe to set your daily budget for the day and relax, however, monitoring the budget and spend on daily basis could be a good habit to imbibe in so that we can avoid any bad surprise. Sometimes, we observe that our campaigns are exceeding the daily budget. This would mean, the ads are not appearing for eligible searches once the budget is reached. Whether your campaign’s ad delivery setting is accelerated (where all the budget is consumed as quickly as possible) or it is set for standard delivery (where the ads are intermittently shown), the likelihood of losing the potential customer is increased who might have searched for a query pertaining to your business as your ads did not appear to him because all your budget was already spent! The best way to deal with such problem is to study the budget and cost of that campaign from the previous day report and use that as a reference to compare it with the present day. Once you find the campaign reaching the budget, you have two options – either increase the budget or lower the bid. Monitoring the budget and spend daily, will you give a comprehensive understanding of the movement of your campaign and how its budget and spend is being affected on a daily basis, which in turn will equip you with taking better and informed decisions.

Measure Performance

At the end of the day, what really matters is how much money you spent that day and how much business you brought for yourself or for your client. As a PPC manager, your performance would be measured on the return on investment. It is, thus, imperative to monitor some key performance metrics like cost per conversion or cost per acquisition (CPA), conversion rate and average order value (AOV) among others. Look for these metrics and see how these are behaving on a daily basis; was the value of each metrics higher or lower yesterday, the same day of last week? This will help you identify the value of each rupee spent and lead you in a direction where the overall performance of the campaign can be improved.

Conclusion

Structured planning and reviewing the key performance indicators on daily basis helps us in having a good control of the campaign. A good control would mean spotting the anomalies earlier and responding spontaneously to the changes so that maximum value for the spent can be achieved. Such monitoring would also reveal the areas where the campaign is strong and where it is weakest. Finding answers to these differences will lead us to build on our strengths and improve the weaknesses quickly and thus effectively managing a PPC campaign.

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