SEM: Managing Pay Per Click Campaigns Part 2

SEM: Managing Pay Per Click Campaigns Part 2

published by Dan in SEO | SEO Strategy with No Comments

• Targeted descriptions - When writing your ad copy for a PPC campaign make sure that it is written to appeal to a very specific set of people - your target customers. You can do this by outlining the exact description of the products and services offered. Do not use broad terms because this will lead to more clicks that won’t necessarily translate to sales thus increasing the amount you’ll be spending for your PPC campaign without substantially increasing the revenue. For PPC campaigns it is important that you get the attention of poeple that are really likely to buy or subscribe to your product/service. If you wish to target a broader audience you can do this via other forms of marketing campaigns such as in your organic SEO results.
• Constant monitoring of the campaign - Make sure that someone is in charge of monitoring the PPC campaign every single day. This is very important because sudden changes may affect the feasibility of bidding to appear for a specific position (top 3?) for a certain keyword. For example if the competition gets too heated, driving the price up, you would want to stop bidding for the position immediately or end up paying too much.
• Periodic analysis - A periodic analysis of the state of the PPC campaign is necessary to keep track of the performance of each keyword. By analysing the performance of each keyword you can adjust your campaign to do better for those with flagging results and completely eliminate non-performing ones. In short you can make timely adjustments to ensure that your PPC campaign always gives you optimal results.

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