Been running ads on a PPC campaign and felt like you’re not getting your return on investment? Can’t seem to find the right keywords to target? Here are the four elements that should go into any successful pay-per-click program.
Explore
The exploration phase of the process requires gathering and analyzing information before implementing the plan. This includes reviewing historical PPC account data and understanding how to improve website analytics. It also includes researching and assessing what your customers want and how you can use the research on competitors to your advantage.
Evaluate
In the evaluation phase, you will determine which campaigns to run, which keywords to target, and how to optimize your paid search campaigns. For example, if a keyword is driving a high number of conversions, you must determine why the keyword is converting. Sometimes, you’ll find that the keyword is pulling in a large number of non-buyers, such as people looking for company information. In other cases, this may be the most valuable keyword you have discovered, and you need to be running ads to it.
Remember that the keywords you bid on must be relevant to your product or service, so you will need to research your offerings and decide which keywords are relevant to your business.
When evaluating your PPC campaigns, you need to look at the number of clicks you are getting for your advertising budget and the number of conversions and conversions per PPC click. You need to know if your business is profitable on the PPC campaigns you are running.
Expand
After evaluating your campaigns and determining what keywords you need to target and how your campaigns have performed, you can expand your campaign. This may include running more ads based on your targeted keywords and analyzing if the ads are profitable.
Evaluation is an ongoing process. When running a campaign and expanding it, you will need to evaluate your campaign to determine if the improvements or changes you made improve your campaign. You can look at your current ad text and see if it results in profitable campaigns. If you find that it is not, you need to consider how to change the ad text to drive profitable campaigns. If your campaigns were profitable, you will want to run more ads with your highest-converting keywords.
At this point, you can go back to the Expand phase and start running more ads to other keywords you want to target. You will want to target new keywords that you think are relevant to your products or services.
Enhance
Once your campaign is running successfully, and you have a good idea of targeting profitable keywords, you will want to enhance your marketing campaigns. This phase is more of a team effort with various members of the company getting involved. For example, you may have a blog or a newsletter. You should use these avenues to drive traffic to your PPC campaigns.
The enhancement phase consists of many processes; you need to continue to evaluate your PPC campaigns, keep an eye on your website’s analytics, watch your ad copy and overall conversion rates, monitor how your competitors are doing, and much more. During this phase, the enhancements you make should be based on what you learn from your ongoing evaluation of campaigns and website analytics.
Make Your PPC Campaigns Successful
There are four phases that should be followed for an effective pay-per-click campaign. These phases include exploration, evaluation, expansion, and enhancement. If these four phases are followed correctly, you will be able to run a profitable pay-per-click campaign.
Multi-Touch Marketing can help you with PPC management in Raleigh, NC. Get started with us today!