Simple steps to spraining stones..
Given below my latest realization upon reviewing the process of optimizing PPC campaigns; would like to blend each of the following points with my existing work methodology in order to making it more sound.
Be Always Temperate
Raking higher doesn’t necessary means better ROI always; stick to your own strategy for maximizing profit.
Relevancy Is The Key
The more you’ll able to combine ads, keywords, and landing pages with each other, the more easily you reach out to your target audience.
When Theme Mets Navigation
Designing campaign such a fashion so that your site navigation do properly reflect; try to organize the entire campaign as tightly as possible without menacing with logic.
Test, Test, & Experiment
Don’t be shy when it comes to experiment, simply because there is always some room for improvement.
The process is expensive so need extensive level of data analysis before any execution as such otherwise no purpose of keeping close eye on conversion rates and cost of conversions.
These are all important and could be useful to optimize your PPC campaigns.
Common mistakes by uncommon people..
I know that using PPC is an excellent way to drive traffic. Since it can be expensive, so need to handle with care.
It’s all about how much one know and how smartly s/he can manage campaigns.
Mistakes are obvious even though taking precaution has to be in place and ready for the alternatives in order to sustain PPC campaign.
- Grouping keywords incorrectly or no theme at all
- No strategic planning behind choosing the keywords match type
- Ignore the power of negative keywords
- My favorite one – key decisions are not data driven
- Ignore brand terms and competing only on generic search terms
- Not specifying the campaign end date – means unsure about the life time of any campaign (or customer)
- Shaky while experimenting stuffs to achieve optimum results
- Not enough homework about competitors
- PPC is not any black magic for any money making machine – it’s a blend of pure art and science which requires skilled personal
- Become biased when fault lying within own process and not with others
I’m still trying to overcome some of these and trying to do some measured experiment while working. “I know everything” attitude will only harm your performance and not bring out anything positive from PPC campaigns.
So, how to optimize a PPC campaign? Well, I’m still searching for the perfect answer! Till then, own your critical and costly mistakes. :-)
Yippee! This is my 100th blog post. :-)
This is a big achievement for me – a real milestone. Now let’s see, what actually lying in future for me!
I’m feeling very happy while thinking about this self-accomplishment.
Forget about other things and lets enjoy the moment alone. :-)
Testing is essential however too much changes with too many elements frequently might cause a complete disaster. So keep balancing is the key.
Here are my personalized PPC audit lists which help me to review all the little pieces from my AdWords account(s) categorically and by following an organized way.
Campaign settings –
- Follow the naming convention based on common themes
- Divide campaigns based on goals – like separate campaigns on branded terms, remarketing, network settings etc.
- Review settings minutely before making the campaigns live to avoid any unwanted overlapping
- Actions taken on poorly performing entities – like paused/ended campaigns must not reopened/resumed without necessary adjustments into it
- Extra cautious over bid and budget (incl. billing details) settings
Ad group settings –
- Distributed thematically
- Limit the use of keywords and divide them categorically
- Usage of negative keywords
Ad settings –
- Each ad group should have at least two different ad copies
- Advertising guidelines has been followed
- Ads are error free!
Keyword settings –
- Match type configured appropriately
- Eligible for ad auction
- Scrutiny search term report
- Observe quality score
Landing page settings –
- Relevant with ad(s) and keyword(s) – thematically matched
- Appropriate for conversions – followed the best practices and industry standards
- Eligible for browsing from different devices
Conversion settings –
- Configured the conversion code(s) suitably
- Linked-up with corresponding Google Analytics and Webmaster Tools profile
- Setting up proper goals and funnels
For you.. insert check boxes besides each point to make the above list AdWords PPC checklist.
One can find the time to check these points monthly basis, and keep the PPC campaigns running smoothly. After all, those AdWords account does have the revenue-generating potential.
Questions to ask myself about me..
I often asked myself – how focused I’m with my professional responsibilities?
Responsibilities do not mean setting goals only but meeting those goals efficiently. For measuring the progress in order to achieve goals effectively, I need the TRUE answers of the following questions –
- What are the most important goals?
- How I’m expecting or planning to achieve those goals?
- What are difficulties currently I’m facing and how to overcome those to achieve my goals?
- Have I done anything unique or justified my creative in accordance with achieving my goals?
- Have I set any new plan to try next month?
Questions to ask yourself – just need to make sure that you’re on the right track for achieving your individual goals!
Over time, I slowly realized how wrong my initial interception about PPC. The more I get to familiar with PPC, the more I realize it clearly. Here, I’m enlisting a few for my own future reference –
1) CTR is important however it’s not at all the most important matter
2) Automation is helpful to certain extent however customize account management skill is absolute necessary
3) Holding the first position on SERP is great and always helpful for getting optimum results
4) Cost is inversely related to the whole PPC operation and bid/budget do not have any direct influence
5) One have to clear the PPC exams organized by Google or Bing to manage campaigns
6) PPC has no relation with SEO in terms of gaining organic rank
7) PPC has nothing to do with your non-paid marketing plans
8) Set to target specific audiences instantly for getting results quickly is possible – though difficult however not impossible at all
I’m still learning PPC and despite all these, I suppose, a number of misconceptions about PPC still exist in the people’s minds who haven’t yet tried out PPC. And needless to say, having such misconceptions might be doing one’s self-belief more harm than good!
I’ve a couple of years working experience on PPC field with various organizations and the following points are some that I’ve learnt during that phrase –
Try to build a trust-relationship with your client so that they do not hesitate to hand over their money – show them the true value of their investment; never hide anything.
Spend quality time on managing PPC accounts – campaigns – ad groups etc. regularly so that you’ve always the updates and are ready to answer client’s sudden calls.
There are no magic formula – so keep trying with new things by staying within the scope of work and continue until reach at the optimum level.
Relevancy is the key – try to combine your keywords, ads, and landing page as close with other as possible.
Setup proper tracking – while testing is obvious however spending wise will also be essential for sustaining; without properly setting-up goals and analyzing conversions data – one cannot identify the loopholes and continue with bleeding money unnecessarily.
I do agree that there may have other factors however these are the 5 which can make or break your PPC adventure!