Tips For Successful PPC Campaign Management

Building and optimising PPC campaigns is integral to driving traffic and conversion growth.

When building PPC campaigns, the Path of Relevance concept is a good methodology to apply:
Keywords => Advertisement => Landing page
Select keywords and ensure resonance on landing page with ad copy.

Always Remember
✔ As a start, get to know your product and audience before creating your targeting strategy – marketing basics I know but always good as a reminder!
✔ Relevance is key – it is very important to identify the right keywords and write compelling ad copy that is relevant to those keywords.
✔ Having a unique selling point and a good call to action to encourage customers to click on the ad.
✔ Landing page copy that reflects the right keywords and the unique selling point from the ad.

Most effective PPC campaigns that you can run are those that you are consistently analysis, testing and improving.

Tips for optimising campaigns
Some key performance metrics to consider when analysing performance:
✅ Ad groups/ Ads: Impressions, Clicks and ROAS
✅ Keyword: Impressions, Impression share, CPC, CTR, Conversion Rate, Top (position of the ad)

Recommended actions to improve performance for ad groups when optimising campaign performance:
✅ Impressions: Adding more relevant keywords, better keywords, fewer keywords.
✅ Impression share: Understand how often the ad appears and how relevant is the ad to the keyword search. Suggestions are to alter bids, improve relevance.
✅ Top (position of the ad): Does my ad appear above the organic listings? Potential is to improve relevance.
✅ Clicks: Review the keyword relevance of the ad. Is the USP and CTA powerful?
✅ CTR: Increase appeal of the ad through better ad copy, increase relevancy to the keyword search by the customer.
✅ Conversions: Improve the relevance and appeal of the landing page. Ensure keywords important to you that have been included in the ad copy are represented on the landing page.