4 Ways to Manage Pay Per Click Campaigns

The first and foremost advantage of proper pay-per-click (PPC) management is improve the performance of paid search marketing campaigns!

PPC Campaign Management Summary

Following are the four ways to manage (i.e. optimize, maintain, and improve) the pay-per-click (PPC) campaigns..

#1 Pay per click keyword management:

  1. Use long-tail keywords (a combination 3 and more words)
  2. Use negative keywords (wherever applicable)
  3. Scan search –term report to get the difference in between keywords and search-terms (typos may be!)
  4. Don’t become obsessed with competitor’s chosen one
  5. Use the brad match keyword with inch (or as much as possible) perfection
  6. Track performance data and continue with refining the list

#2 Pay per click landing page management:

  1. Create customized (i.e., relevancy level) pages for the ads
  2. Focus on lowering the bounce rate and raising the conversion rate
  3. Test with multiple versions (A/B or multivariate testing) before finalizing the optimized one
  4. Track performance data to see what serves the best

#3 Pay per click ad management:

  1. Use proper capitalization and avoid any typo (use only commonly known words)
  2. To catch user attention apply methods like, “?”, “!”, “…”, “benefit-feature” model, “arrow” model, include “CTA” and many more
  3. Create customized ads to meet specific user’s needs
  4. Try to add local flavor into the ads
  5. Test with multiple versions – try to figure out the relation in between surfers and buyers

#4 Pay per click bid and budget management:

  1. Setup a budget and accordingly place bid on keywords
  2. Make sure to track, record, and follow each and every pay-per-click (PPC) campaigns for making necessary re-adjustments
  3. Aim to create repeat customers to minimize the overhead cost per visitor
  4. Pay-per-click (PPC) is all about spending your money in order to get more money

Pay-per-click (PPC) campaign management summary..

Do not enter into bidding contest – focus should be on improving CTR (by providing a better service or selling a better product than competitors) which will automatically help to get the pole position!


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