Different PPC platforms allow you to access different niche or specific audiences. So it is necessary to do a thorough research on the PPC markets, and put up ads on the most suitable ad network. Things like finding negative key terms via proper social media monitoring also matter in making a PPC campaign meaningful.
As we have grasped in the previous post, a few things to keep in mind while setting up your PPC campaign are ethical, tested and proven methods; Customized strategy to meet specific goals and benchmarks; an awareness of competition landscape; Sticking to core, converting keywords and ad variations. Here is further checklist for a successful PPC campaign”
Set the right budget for each day. Do not set it too low, and at the same time, do not set your daily budget at a level that you are not comfortable managing. If you can afford to spend $1,500 per month on PPC, don’t set the daily budget to say $400, or you may blow through the whole amount in 3-4 days!
Ideally, search and display campaigns shouldn’t be lumped together. In case you wish to use Display, it makes sense to set up a separate campaign for the purpose so you can well optimize accordingly.
Employ Google Analytics, Adwords and adCenter free conversion-tracking tool, Omniture etc to monitor conversions in your campaign. All your spending will efforts will come to naught, until you track the outcome, analyze it and make requisite modifications. Before you launch a campaign, first have in order all your tracking codes.
If you witness fierce bidding on some of your preferred keywords making it unviable, do not get into a bidding war. Instead look for effective key terms that might have been overlooked to help you stand apart in the most crowded PPC market. Be original and innovative instead of following the herd in your bidding. It is advisable to focus on tangible rise in CTR, quality scores and improved conversion rates that can have a positive impact on your campaign’s performance.
Age and gender form crux of demographic targeting. Work around your specific demographic class to enhance the perceived relevance of your offerings. Define the fine line between ‘cheap’ and ‘value for money’ in your quest to write a ‘populist’ copy. Write a description that suits the prestige level of your brand product. Just as you look to target a number of key phrases, vary the ad copy accordingly. A mix of different ad texts let you know what exactly works for any given bid term.
With elaborate A/B and MANOVA tests, you can tweak certain variables in the ad copy of your landing pages. Quantifiable results help you make more appropriate campaign changes. Website Optimiser allows you to measure each small change in order to improve overall performance. Make sure that you make relevant landing pages to well support your ads. You can then define funnels, which turn visitors into customers, boosting conversions.
