 |
Articles AreaHome Login / Register Get RSS Feeds Add Free Article Content Article Ratings Go Daddy Coupon CodesGuidelinesAuthors Publishers |
Home |
Internet Marketing |
Search Engine Marketing | What does a good PPC ...What does a good PPC campaign look likeTotal Word Count: 1029 Author Rating: NA  Rate this article
|
 Publisher
|
 Print
An overview of what a good PPC campaign should look like.
What does a good PPC campaign look like? Like a well set up race engine, a good PPC campaign should be setup for maximum performance and efficiency. If you apply this analogy to Formula 1, if you are every lucky enough to walk the paddock on a race meeting you will see the obsessive focus paid to detail. Measuring everything, analysing all what needs to be analysed, and then loads more! With PPC you need to be obsessive in everything you measure, and also know what action to take after analysis. What should a good PPC campaign cover? Settings – Do you know who to target? A good PPC campaign should be targeting either the display or search network, or both. Whatever/whoever you are targeting you need to be able to justify why you have chosen the specific settings. Settings also cover, locations, demographics, budget, cost per click, automatic or manual bidding, network device, exclusions, ad scheduling (time of day/week). Also a good campaign should also have set up conversion optimiser...This will only work if you have more than 15 conversions over a 30 day period. Keywords – All PPC campaigns on the search network need keywords! Simply making a list is not good enough, you need to know what format to display the keyword. There are three formats: Example keyword: cheap car tyres Broad Match cheap car tyres; is match is where you would get most impressions. Can be good for clicks but you need to think, will having such a broad match work for you? You will get more impressions and a wider audience, but at what cost? With broad match you will get any format of these keywords. If you want a broad match, it is essential that you look carefully at keywords which trigger your ads. You could hit a gold mine with the right keywords, it could also cost you a gold mine if you get it wrong! Longer tail keywords are not suited to broad match as there are too many variations which could trigger your adverts. Broach match suit shorter keywords. Phase Match “cheap car tyres” - no matter what your visitors search for, it will only show if the phase “cheap car tyres” is queried. So, if someone types in “cheap car tyres in London your advert will show, but not if someone searches “cheap tyres”. This is, most of the time, safer than broad match as you are not risking showing on irrelevant keyword searches. Exact Match [cheap car tyres] – this is the most precise match. Ideal if you know exactly what keyword people want to type in and are looking for. It can be better when using longer tail keywords such as [cheap car tyres in London] but often will return much fewer impression and clicks. Negative Match -free; having a highly refined selection of negative keywords is essential to ensure you do not have excessive impressions and irrelevant clicks, which will lead to a lower click through rate and corresponding quality score. Not to mention wasted advertising budget. Ad Text – A good PPC campaign should include great ad text. It should have a strong call to action and clearly state what you are offering. You can use dynamic keyword insertion which can match the phase a visitor has typed into Google. Ad text should be reviewed on a regular basis. Quality Score – A good PPC campaign should have keywords which have a good quality score. Quality score is partly responsible for ad rank on the search results (CPC/QS = Ad Rank!). To ensure a good QS you need to have well designed, relevant landing pages, relevant keywords, and well written ad text. Landing Pages – A Good PPC campaign should look at directing traffic to an exact landing page, any good PPC Agency" should be able to do this . The benefits of this will increase your quality score and also reduce your bounce rate (people landing on your page then going back off!) and of course the all important conversions. If someone is searching for black fitted jumpers, then your PPC campaign should take people to the page showing back fitted jumpers. Make life as easy as you can for potential customers! Conversion Tracking – A must for any good PPC campaign is to have conversion tracking set up. You should know, right down to keyword level what keywords are performing and which ones are not performing. Keyword performance increases and drops off on a daily basis and so it is important to manage them on a daily basis. Google Analytics – A well set up campaign needs to embrace the advanced reporting options Analytics has to offer, such as funnel visualisation and also various goals. Reporting – Google Adwords has a huge amount of tools and reporting facilities. Whatever you decide to report on, you need to think clearly about what information you want. Your reporting should be based around exactly how much are you spending to get one sale or lead, and then compare that to other marketing communications. If you get it right, a PPC campaign should in most cases outshine any other form of advertising for ROI. More information on PPC can be found at www.zinceconsulting.com" ArticleSource: ArticlesAlley.com
Number of ratings: 0
Rating: 0 |