The rapid advancement of the internet has paved the way for various means to earn money online and one such is PPC. Abbreviated as Pay-Per-Click campaign, it is a generally a method to generate traffic to web pages and websites. It usually involves the owner placing an advertisement on the blogs and pages of the publishers and pay them whenever their advertisement is clicked or accessed from their website. The payment procedures and the display positions generally tend to vary from website to website and owner to owner.
One of the major misconceptions regarding PPC campaigns is that they are successful, regardless of the effort you put. This is one hundred percent wrong assumption. A poorly managed and run PPC campaign can lead to the decline of the brand of products completely. It all depends on how well you manage and measure its performance. So, read on to learn how PPC can be managed and measured effectively for a sustained functioning.
By research we mean the analysis on the trending keywords. In simple words, keywords are nothing but the search terms people use in their search engines to get what they want. As an advertiser, it is our primary requirement to recognize what people search and cater to their needs. So, do a complete research on the prevailing keywords and act accordingly. This changes from time to time and you may take up the assistance of some keyword research tools to accomplish this feat.
Organizing the campaign helps you to get an insight about your performance and forms the vital part of PPC management. So, organize and sort your campaign into sub-categories so that it is easier for you to determine the class and write an advertisement copy correspondingly.
Harness the power of Analytics:
Analytics offers the best information on the page views, conversion rates, bounce rates, traffic generated, and time spent on the page and other vital information about your campaign. So, run a trial copy of your advertisement, look up the analytics to learn its performance and make the necessary corrective measures.
Your brand can benefit more if the traffic is redirected to your website’s landing pages. But, as a part of managerial process, what you should ensure is that the traffic redirected is relevant to the user’s keyword. A wrong redirection can leave a completely bad impression about your campaign. So, make sure the keywords match the landing page and if not replace them!
This forms one of the primary ways to measure your campaign’s performance. The term quality score is the measurement of the relevancy of the keywords to the advertisements placed and redirected. This is the same that we saw above. Maintaining a higher quality score will mean that the keywords match to the advertisements and will ensure the longevity of your campaign.
One of the other important things to measure the campaign’s success is by checking the conversion rates. Conversion rates will give you detailed information on the number of clicks that have converted into sales. This process will also indicate if the campaign is heading towards profit or a potential loss.
Keyword metrics refers to the assessment of which keyword attracts more number of clicks and which attracts more conversions. This will help you in determining on which keywords to work and replace and which ones to prioritize. Online tools may be helpful in this one.
So, these were some of the ways to manage and measure your Pay-Per-click campaign. You can carry out any strategies to get business but the focus should be on the conversion rates because sales are our primary concern, honestly!