If run haphazardly, a pay-per-click (PPC) campaign can eat through its budget with little return on its investment. To generate business, PPC requires great attention and care due to the sensitive nature of its data collection and performance. Not only do you need internet searchers to engage with your account, you, too, need to engage with your PPC account.
A PPC account manager should check an account frequently to ensure a campaign is running smoothly and the budget is being used efficiently. It is best to conduct thorough account reviews periodically as needed, and in between these in-depth reviews, conduct quick reviews. Examine the following areas when conducting a quick “account check-up”:
PPC accounts are organized in campaigns. Spend time on the surface of your account taking inventory of your campaigns:
Ad groups have keywords assigned to them that trigger the ads in those ad groups to display during searches. Evaluate keywords’ performances to ensure you’re targeting the best searches:
There are a lot of factors at play in running a successful PPC account, but one of the most basic factors, on the front lines fighting for success, are the actual ads:
Landing pages are the pages your ads link to and they must relate to their ads and keywords to satisfy ad clickers:
Even if you’ve nailed each of the PPC components above on the head, your budget still determines the success of your campaign and how great the return on your investment is. Check out the Google Bid Simulator to ensure you’re assigning the right amount of money to each keyword, and ask yourself these questions:
Close monitoring and deep-diving in to data are needed to make smart decisions in PPC efforts. These are simple elements to examine in a PPC check-in, and when thoroughly examining an account, more in-depth research and evaluation are required. Make PPC account monitoring part of your routine to see the best results and use money efficiently.
Read SVM’s 9 Steps to a Successful Pay Per Click Campaign or our B2B search engine marketing ebook for more guidance, and feel free to ask our PPC experts a question!