Basic Principles of running a successful PPC campaign

In order to effectively run and manage a PPC campaign, there are several factors that must be kept in mind right from the beginning. Alternatively you can hire a PPC Agency London or PPC company London to do that for you. 

1. Know the industry

If the campaign is for a client, ensure you possess a thorough understanding of their business. You might even suggest undertaking their company training or induction in order to learn quickly. You should also learn about the business’ competitors, suppliers and customers to help you adjust the relevant bids. It is especially important that you keep an eye on competitors bidding on the brand name in order to avoid losing possible customers.

2. Start small

Identify a small number of main keyword areas and start bidding but ensure you start slowly, restricting your budget. It is important to follow this guideline as it will enable you to test what works and increase spending slowly. Use a variety of brand names, descriptive terms and competitive keywords at this time.

3. Measure

At the beginning, it is vital that you take the time to set up basic conversion tracking and, very importantly, get it correct. This will help ensure the long-term success of your campaign whilst also allowing you to learn a little about average conversion rates and revenue, thereby giving you the ability to estimate keyword bids you intend to undertake in the future.

4. Singular and plurals

Test which works better for your keywords – singular or plural form, then adjust your advertising copy and bid accordingly. Double-check whether your PPC platform automatically accounts for this.

5. Use logic

Do not be discouraged if your campaigns perform poorly initially – early performance may average out. Ensure you use a logical naming structure and organization, making it easier for others to assist with campaign management. The more logic you use in your campaign approach, the easier management will be.

Keep a close eye on your campaign to ensure it is up to date and you are getting the desired ROI.

6. Your target CPA

You may be able to set budget maximums, averages or other target figures. Learn how to set your budget at a level that suits you and ensures you achieve your ROI. Knowing your target CPA and average customer value helps you find the optimum budget for your campaign in order to maximise profit.

7. Remain realistic

Getting carried away and expecting an unrealistic ROI when you show up on top of the search results for a competitive search term is easy, but remember, not every searcher will click your ad and many will not make a purchase. The main focus should be maintaining a positive ROI, learning from your mistakes and continuing to improve.

8. Use the available tools

Google offers some extremely useful PPC tools that have improved greatly over the last few years. Bidding tools such as Conversion Optimiser are an excellent way of maximizing campaign performance and keeping you focused on bidding for high-quality clicks rather than traffic volume.

9. Search Query Report

Many PPC platforms offer a built-in reporting system, but you must make sure you can separate paid search traffic within your analytics in order to find the best-performing keywords. This will allow you to measure the performance of certain keywords. Using AdWords Search Query Report allows you to determine long-tail keywords that you can add to your campaign as well as keywords to add as negative matches.

10. Test and adapt

Due to the competitive nature of PPC campaigns, it is sometimes more worthwhile to avoid a bidding war and refocus if a rival starts bidding on your keywords. It is also vital that you continue testing. You will find that small increases in Quality Score, CTR and conversion rates can have an unexpectedly large impact on the overall performance of a campaign.

It is vital that you continue to ensure you ad copy is clear and appealing, thereby helping your advertisement revenue to rise.

11. Play with your titles

Titles are the most eye-catching element of your ads. It is therefore important that they are concise whilst focusing on what makes your brand unique or a special offer you may be running.

12. Body copy

The body copy of your ad must also be concise and relevant to the keywords you are focusing on. Try to use clear descriptions to get your message across whilst keeping the text as short as possible.

13. Optimise your URLs

You may not realise it, but the URL you use is important. The URL is likely to show in the search results so it must be relevant, as meaningless numerical addresses will turn potential customers off. A relevant keyword in the URL will appear in bold, an additional benefit of a relevant URL that may help you secure more traffic.

14. Determine the best-performing keywords

There will be five to ten keywords in your PPC campaign that outperform the rest. These keywords should be the focus of your campaigns, so plan around them. Determine where the highest performing traffic is coming from and try to make the best use of those keywords and ad variations as possible.

15. Pay attention to specific keywords

Even in the most competitive PPC market, there are keywords that have been overlooked. If your bids are more unique, you might unearth an area of surprising profit. With this in mind, it is vital that you know your audience and write to them. If your copy appeals to the right audience, you are far more likely to experience a higher click through rate.

16. Your target demographic

The most basic demographics: age and gender, are still as vital in advertising today as ever. Writing to the correct demographic can help your product appear more relevant when they stumble across your ad.

17. Know your level of prestige

There is a big difference between value and an item being described as ‘cheap’. You must judge which suits your product and audience best.

18. Don’t ignore the local market

Being familiar with the local market is just as important as ever, even on the internet. Make sure you don’t overlook the regions and geographical markets close to your area of operation.

19. Use a variety of calls to action

It is important that you continuously change you ad copy. Experimenting with different ad copy allows you to see what works for each term.

20. Research the market

It pays to research the PPC platforms available to you – in fact, you do not have to use only one. Do your research, then place ads on the platform that best suits you.

Taking Your Campaigns to the Next Level. 

After you have gained some PPC experience, you can take your campaigns to the next level.

1. Advance your landing page tests

Now that you’ve mastered the basics, you should learn how to conduct A/B and MANOVA tests. These tests involve editing two or more elements of your landing page ad copy. The results you get will help you make more informed decisions regarding your campaign. Measure each small change and see how that can help improve the performance of your campaigns.

Ensure your landing pages are relevant to the ad copy. Landing pages should effectively pick up where the ad left off. This will allow you to guide searchers through the process of becoming customers.

2. Monitor social media and find negative keywords

By setting up a social media monitor such as Google Alerts, you can track the keywords that appear with your top keywords and brand name. Using this method, you may come across irrelevant terms you had not thought of previously and will easily be able to block such results through negative matches.

3. Retain your focus on keywords If you target the same keywords in your PPC campaigns that you do in your on-page optimisation and link-building campaigns, you will immediately demonstrate to potential customers that your page is what they are looking for.

4. Maintain a campaign schedule

Scheduling ads for specific dates can help make the most of seasonal opportunities. You will then be able to consider budget changes to reflect fluctuations in search demand and buying intent. Schedules will also enable you to manage your campaigns even when you are out of the office.

5. Change your campaigns

No matter how well your campaign may be performing, there are always new audience possibilities and perhaps even better keywords. By experimenting and changing your campaigns, you will drive your campaign to the next level.