PPC marketing is getting viral every day. PPC acts as the key to reach the targeted audience fast. As Google becomes smarter each day, it gives us plenty of resources to learn PPC and reach our target audience.
There are abundant information available on the Internet. People’s decision is based on the information thats provided on the Search Results and with the amount of engagement if the content is on Social media. If we lose one potential customer, competitors are at the next door to chase them. It’s highly competitive to win in PPC marketing. People always have a dedicated PPC Consultant to look into the AdWords account and keeps updating the system to get more conversions in real time.
PPC Manager’s responsibility is to make sure that we don’t pay Google for irrelevant keywords and based on the competitor’s data, he must be changing the bid price for a click (Technically called as CPC). As a PPC manager, below is a checklist to maintain regularly to increase your ROI.
Search terms are the exact words a customer enters when searching on Google. This is one of the fundamental optimisation and scores more importance in Pay Per Click campaigns. You can find keywords that people searched and clicked on the Ads to visit your website.
If you find any irrelevant keyword which has costed us with clicks, you can add them as a negative keyword. We also have an option to have a Negative Keyword List, this facilitates us to add a single set of Negative list to multiple campaigns and get away from irrelevant search terms.
Optimise your ads for conversion. The first step is setting up automated rules. The automated rules will send you an email, if in case any of the pre-defined conditions are met in real time in your AdWords account. The second type of optimisation is to test a different ad rotation. Check your ad text and find which ad has been frequently shown. Never leave your AdWords Campaigns in a struggle. Always have a close look and make changes if needed.
Checking bid is similar to Search terms. Check out the impression share, average position, clicks, impressions and finally the Average CPC. Check out your daily budget and check whether that balance your daily spending. Find your average CPC and your conversion rate. Out of all these strategies and make sure your ad shows a valuable information to the users.
If your destination URL is not working, your ads get disapproved. Hence it is better to check your final URL to avoid disapproval. It is important to maintain your quality score and bidding equal to be a successful PPC manager.