PPC stands for Pay Per Click advertisement which is offered by a number of companies now for advertisers. The industry is still led by two giants Google & Facebook who offer PPC services to all their users. The great fact about PPC is that you do not have to be a marketing master to manage the art of PPC. Yes, it is tough but with the right rules and tricks, you can get the ball rolling.
In this article, we are going to look at 10 golden rules for mastering PPC campaign management for your business. Let’s get started.
1. Set Your Goals
Always remember to set your goals for the ppc campaign. You should know what your ultimate target is and where do you want to see this campaign going. Do not keep things in your mind. Try to write your goals down. Do not set unrealistic goals as that will demotivate you. Set tough but realistic goals and try to achieve them. An example can be getting 100 leads in 5 days for your business.
2. Define Objectives
Goals will not be achieved if you do not have a set of daily objectives to meet. Consider your goal as a big statement that you need to achieve on a long term basis where the objectives will be of more short term or daily basis depending on the campaign duration.
Your objective can be testing three different advertisements every day or killing one non-working advertisement every 8 hours. Setting up your objectives will help you reach towards your goal.
3. Set Maximum CPA
CPA stands for cost per action. Basically, it tells you how much you are spending for every valuable action that your target marketing is taking against your advertisement. For example, if you are running your ads on Google search console, a click would be considered as a CPA. Every platform allows you to set your maximum daily CPA. This ensures that you do not go above your budget on a daily basis.
Use that feature and make sure that you are always on budget on every click or action.
4. Set Daily Budget
Apart from setting your CPA, you can also set a daily cap or budget on your ad campaign. This will tell your advertisement provider (Google, Facebook & etc.) that you do not want to spend more than a fixed amount of money a day.
You can easily distribute your budget evenly for the whole duration of the campaign this way. You would not be losing all your money in the initial days and will have no other option but to leave the campaign for the last days. This will help you to evenly run the campaign for the whole duration.
5. Kill If It Doesn’t Work
If an advertisement is not working for you even after 24 hours, you should immediately kill the ad. There is no point in running your advertisement for weeks without any result from them. Do not be afraid to kill your ad if it is not running. If you do not find any problem with the reach or the CPA and still do not see good results, you should take care of the content that you are running your ad against.
Most platforms do not charge you anything to setup advertisements. Take that chance and try different ads to see what works.
6. Track Conversion
Always track what you are doing. Every platform gives you options to track your advertisement and that will help you to understand whether you are getting results or not from the campaign. Also, the conversions will help you figure out what the target customers are doing on your website once the advertisements are clicked on.
7. Do Retargeting
Who is the best person to buy something out of you? Is it someone fresh or is it someone who already has been to your website before? The second option will win every time and that is where the power lies in retargeting. Retargeting is still a bit new in the industry but industries such as eCommerces are quickly picking it up.
You can actually go on your Google Adwords and target people who watch your YouTube videos for the ads. That is a brilliant feature to have for marketers.
8. Add Negative Keywords
This is a special feature that Google Adwords offer you to use. You can use a few negative keywords to make sure that your ad does not appear to those keywords based search or video terms. Companies use this to avoid their competitions or to avoid certain days of the year so that there is no additional cost in the CPA.
Always use this power to make sure that your ads are being shown on the exact keywords that you want them to.
9. Monitor Everything
Do not set your advertisements and forget about them. Monitor them closely. This is important to make sure that you are not spending too much. Also, you have to monitor the places where your visitors are visiting.
Great ad campaign will only be successful if you have a solid team to take care of the customers and the products. Therefore, make that happen and you will continue to have good results. Always remember your goal in mind. If your goal is to get sales, do not get delighted when you get a ton of likes/comments or clicks.
10. Have a Great Landing Page/Post
A good advertisement will only take you so far. The best results will appear when you have a backend to support the advertisement that you are posting. Your advertisement will take your visitor to the website or the landing page. From then, it is the task of that page to get the lead from the customer. Understand where things are going wrong if you are not getting good results. It is not always the fault of your advertisement.
Frequently test your landing page with A/B testing and if you are running ads on a Facebook post, make sure that you are replying to the comments on that post.