Pay-per-click (PPC) advertising is still one of the most effective ways of directing your target audience to your website, so they can learn more about your products and services.
However, getting that click isn’t really what you’re after. What you really want is getting a click which leads to a phone call or a sale, and to do this, there are three important PPC management tasks which you should build into your daily routine when conducting PPC campaigns.
Check on KPI’s
In order to determine how effective your PPC campaign is, you should be consulting your key performance indicators daily. If you’re not measuring the effectiveness of your campaigns, you could be just throwing away money without ever learning how you’re doing. Some of the most useful KPI’s are the number of clicks, the click-through rate, the conversion rate, and the cost-per-click. These metrics should be monitored and adjusted for effective PPC management.
Check your negative keyword list
It’s very often just as important to create and monitor a negative keyword list as it is to track the most appropriate positive keywords used in a search. Negative keywords are those which tend to limit searches, and which inform search engines that these keywords are not really appropriate for your business. In other words, you don’t want your ads appearing when users conduct searches that include these keywords. The reason you should check your negative keyword list daily is that user search habits change very frequently, and you don’t want to spend money on ads that appear to people outside your target audience.
Monitor your budget daily
Since your Adwords daily average budget is flexible, you can review your PPC campaigns every day, and alter that budget after you have had the chance to analyze your key performance indicators. The most common activity involved after a daily budget review revolves around shifting across the individual days of each week.
As an example, you might notice that you have very little traffic created by your ads on Monday, but there’s a great deal more traffic on Thursday. Logically, you would probably then want to re-apply a higher portion of your budget to Thursday, so as to maximize your return on investment.