A successful PPC account management process can be carried out in 12 simple steps, as given below:
Step 1: Define client goals and objectives clearly
Defining performance goals and objectives in the very beginning of the PPC campaign is crucial to its success. It has been found that campaign with unclear or changing goals do not perform as well as the ones that have clear goals. Goals are important in the sense that they allow us to create better strategies and employ an effective action plan.
Step 2: Create solid and focused plan of action
Once goals and objectives are defined, the next step is to figure out how they will actually be achieved. Creating a strategic plan of action is done in this regard.
Step 3: Concentrate on tasks that drive profit
You should focus your attention on the tasks that directly give results. Working this way allows you to work less hours yet achieving considerably improved performance.
Step 4: Conduct account auditing on a regular basis to discover growth possibilities and optimize the plan
The next step is to truly assess the performance of your plan, and find the areas of improvement and growth opportunities. If you do not conduct this assessment, it may land your plan in stagnation zone.
Step 5: Make use of appropriate tools work efficiently
Using effective tools for managing your account can give you extra power. Automated bidding, account alerts that can notify you of potential issues, and scripts that can automate your routine tasks can save a lot of time and effort.
Step 6: Keep analyzing your paid search accounts and regularly check every aspect of your campaign
You need to know everything about your accounts in order to achieve the goals. If you are not able to analyze the performance data your accounts are generating, you will not be able to make the changes to your action plan or strategies to take your campaign to next stage. There are many paid search tools other than Google and Bing that provide deep insights into the user behavior.
Step 7: Consistently analyze and make changes to account structures to ensure scalability of PPC campaign
The structure of account should be a clear reflection of client’s business model. This has significant benefits. You should keep changing this structure from time to time to keep up with the changing search marketing and business platforms.
Step 8: Discarding remarketing is a big mistake
On an average, there is 4-5% conversion which means only 5 out of 100 clicks get convert. This is where you can use remarketing. The customer might not convert the first time, but remarketing can turn that lost click into a recurring customer.
Step 9: Use mobile advertising
A majority of customers are connected to Internet through mobile devices like smartphones and tablets. Hence, mobile specific advertising can lead to big conversions and sales.
Step 10: Regularly test your ad copy
Regularly testing your ad copy will lead to increased Click Through Rates (CTR), traffic and conversion, but you need to imagine your ad copy as a strategic way to drive traffic. A structured plan for testing ads will lead to good results.
Step 11: Test your landing page on a regular basis
Testing your landing page frequently increases conversion rates and makes your paid search efforts more worthy. This significantly affects the overall traffic to the website too. On the other hand, if we do not perform this testing, it may lead to lowered performance.
Step 12: Expand your plan to more platforms like Bing, Facebook and Twitter, once done with Google
Expanding your plan of action to other paid search platforms can bring you additional traffic and conversion. Google is usually the starting platform because of the wide scope it offers. However, other platforms like Bing, Facebook, Twitter, and LinkedIn can also provide a cost effective way of scaling your PPC campaigns. You might not get the same volume as Google is giving you, but as these channels grow, they may help you increase sales and generate big leads.