Pay Per Click (PPC) is a kind of advertising managed through the Adwords platform. Relevant ads are shown based upon keywords people use in their search query. As an example, type in ‘plumbers Sydney’ and you’ll observe that the initial few outcomes are ads served through PPC.
PPC is most effective for businesses having a website that includes a product/service offering, the one that individuals are actively searching for. It’s suited for businesses of all sizes but particularly great for small enterprises as possible run ad campaigns for a little as $100.
PPC Marketing Agency
Pay-per-click is actually a marketing channel driven by demand. Your PPC campaign effects are dependent on the industry your company falls under, the campaign budget and landing page conversion rate (i.e. the number of people go to your page and take action on the website). Normally, PPC advertisers are seeing a conversion rate of 2.70%.
If you wish to maximise ROI on the ad spend, ‘set and forget’ is not an approach you will need to adopt. You’ll must monitor your campaign performance on a weekly basis and optimise your ads where necessary. By doing this, you’ll have the ability to dial up the plan for top performing keywords and reduce dedicate to ones that are generating the very least return.
Starting a PPC campaign isn’t difficult to do but where most business people get stuck will be the strategy needed generate high ROI. An effective campaign is made from many variables i.e. keyword selection, audience targeting, ad copy, bidding strategy…etc. Just getting one of these wrong can easily see your campaign perform poorly and leave you with a hole in the bank.
While PPC could work for virtually any sort of company, I’ve discovered that it hardly ever works on the first day. Furthermore I’ve never seen a successful “set it and then forget it” strategy. The reality is that regardless how good your account is, you could do better.
Thoughtful and consistent PPC account optimization activity is the road to achieving ROI from paid search. On the contrary, a “set it and then forget it” technique is somewhat of a death spiral that generally results in a cycle of lower Quality Scores, which results in higher cost per clicks and minimize ad position, which results in lower ROI, and ultimately failure.
For this reason In my opinion that PPC account activity even trumps Quality Score since the most crucial PPC metric within your account. Thoughtful and consistent PPC optimization experiments is the road to succeeding on all of those other PPC key metrics.
If I’ve convinced you in the importance of measuring and tracking your PPC account activity, here’s how to accomplish it. Set the date range to the time frame you’re thinking about, then click on the Download button to export the report in a CSV format. AdWords groups together different changes by campaign and ad group; for instance inside the screenshot you can see xjarkb there were 39 bid changes within a single ad group. So, to process the exported data, you’ll have to do some manual data manipulation in Excel to decompress the modification history log.
A Less Strenuous Method to Determine Recent AdWords Account Activity
A different way to quickly visualize your recent AdWords account activity would be to just grade your account using the AdWords Performance Grader. This free tool is going to do an instant audit of the PPC account across 8 different key performance metrics, including Account Activity.
The report will calculate and display your bank account Activity within the last 30 and 3 months and break it out by kinds of account optimizations are happening within your account. Here’s a good example of just what the Account Activity section of the AdWords Grader report looks like.
So in this example, you will notice the advertiser has produced/deleted or modified 2 campaigns within the last 3 months, made 10 ad text changes during the last thirty days, etc. Given the anemic activity levels inside the typical PPC account, I believe that PPC account managers ought to be embracing the idea of PPC activity being a success metric. When asked for the best important PPC metrics, PPC marketers tend to think of such things as CTR, cost per conversion, conversion rate, etc. – yet it really is only our ongoing PPC experimentation and optimization activities that enable us to perform well in all of these metrics.
Ultimately the way to succeed in maintaining a proper level of PPC account activity is making it regular. For example, set aside a minimum of 20 minutes per week for PPC optimization, spending a couple of minutes on each of the most important PPC optimization tasks, like keyword expansion, negative market and keyword research, bid optimization, and ad text optimization. Although this may appear like lots of work, the use of PPC tools can add a ton of leverage in terms of time savings and ROI.
As with an eating plan or fitness plan, don’t go crazy by doing thousands of changes in one sitting then not revisiting for half a year, but don’t get complacent and fall into an inactive PPC lifestyle either. The great thing is that this PPC account activity bar is very low. Just twenty minutes of PPC work weekly would place you before 90% in the other accounts available.