Pay-per-click management is a form of digital marketing that helps businesses have high rankings on search engines and social media websites. It involves researching and monitoring keywords to ensure ads are relevant.
It also includes competitive analysis and split testing. This involves testing different elements of an ad such as graphics or body text to see which ones are most effective.
Keyword Research
PPC, or pay-per-click, advertising is a powerful tool when used correctly. It allows marketers to target users who are likely to purchase a product or service. In order to do that, marketers must first understand what terms users are searching for.
This research is usually done with free tools like Google’s Keyword Planner, although a thorough analysis of competitor keywords is also an important aspect of this process. Using this information can reveal gaps in competitors’ marketing strategies, which can be exploited to gain clicks and conversions at a fraction of their cost.
Marketers also monitor keywords on a daily basis to see which ones trigger their ads to appear. This is to prevent ad fatigue, and it also helps them ensure that their ads are appearing in the most relevant searches.
Campaign Setup
In order to get the most out of a PPC campaign, marketers need to have a data-driven process that can help them make informed decisions about the best strategy for their business. The first step in this process is to identify the objectives and goals for the campaign.
These objectives may include increasing sales, driving website traffic, or growing brand awareness. Once a company has determined these goals, they can start to create the campaigns that will get them there.
This involves setting up ads that target the right people at the right time. It also means creating landing pages that fit the ad and keep leads engaged with a brand’s content. For example, if you’re selling bistro sets, a landing page focused on this product makes sense.
Ad Copywriting
Ad copy is a key element of any successful paid search or paid social campaign. It’s important to write compelling headlines and descriptions that showcase the benefits of your products or services and entice users to click.
PPC managers also use keyword research tools to discover new keywords and optimize existing campaigns. This can help them spot gaps in their digital marketing strategy and increase ROI.
They may also use monitoring tools to track performance and determine if they need to make any adjustments. This could include optimizing ad copy or landing pages, or changing bids and budgets. PPC management also includes developing short- and long-term goals that align with a company’s overall digital marketing strategy.
Ad Scheduling
Creating and monitoring ad campaigns takes a lot of time. Whether using a simple spreadsheet or a sophisticated PPC management tool, it’s important to keep track of ad performance and make adjustments accordingly.
For example, if you know that customers don’t convert at certain times of the day, you can pause ads or lower keyword bids during those hours. This saves money and can increase ROI by eliminating ad waste.
Another common technique is negative match, which can eliminate ad spend by filtering out users who are unlikely to convert. This is an easy way to save money and optimize ad performance. It also helps to avoid “ad fatigue,” where an ad becomes ineffective after being displayed too many times.
Ad Optimization
The day-to-day, week-to-week, and month-to-month monitoring and optimization of a PPC campaign is time consuming. It’s also crucial to the success of a business.
Using search query reports in your ad account can help you discover new keywords that relate to your business and may be driving traffic. Adding these keywords to your ads can increase your traffic, leading to more conversions and sales.
Optimizing your ad structure can also improve your ROI. For example, lowering the bid on a winning ad can bring in more relevant traffic at a lower cost, which will increase your return on investment. Also, ad extensions such as location extensions can increase click-through rates and conversions. Developing short and long-term goals for your PPC management process can help you determine the best workflow strategy for your company.
