Last Updated on November 8, 2023
As the world of digital marketing continues to evolve, so do the strategies and tactics businesses use to reach their target audiences. One of the most popular and effective digital marketing tools is pay-per-click (PPC) advertising. Many digital marketers utilize different strategies to manage PPC campaigns, but many factors should be thought about before making your choices.
There are guides to maximize your PPC management that can be an extremely effective way to generate leads and drive sales for your business. However, they can also be very complex and time-consuming to manage.
Here are some dos and don’ts to keep in mind when managing PPC campaigns:
DO – Perform keyword research
PPC management tools can assist you in determining the cost, competitiveness, and volume of search phrases. Finding the correct keywords that best describe your company might be tricky. There are synonyms to examine, alternative meanings to rule out, and long-tail phrases to discover, all needing time and specialized tools.
Without this research, you risk overpaying for irrelevant keywords or uncovering queries so seldom searched for that your ads never show.
DO – Understand your target audience
As with any marketing activity, understanding your target audience is critical to reach them efficiently. Consider the following: What are your ideal consumers interested in? On what platforms are they active? When and where are they looking? These will assist you in delivering a more concise and focused plan and increase the efficiency of your PPC Ads campaign.
DO – Create effective ad copy
Not every advertiser is also a copywriting specialist. A proper mix of qualitative and quantitative components is the key to success. To develop copy that converts, focus on increasing click-through rate by including a pair of intriguing headlines, a call to action, and the keyword you’re bidding on in every text ad.
We’ve written about useful AI copywriting tools that you could use to create compelling ad copy.
DO – Make a relevant landing page
Creating a professionally designed website or landing page that your target audiences will enjoy and spend time on is key. These online visitors click on advertising because they want information about a product or service. If your website or landing page does not provide that information, the user will leave as quickly as they can click or swipe.
Better conversion rates will take you closer to your digital marketing goals if you have a fantastic website or landing page relevant to your targeted viewers. Our team has tons of experience in WordPress web development services and invite you to schedule a free consultation today.
DO – Understanding Key PPC Management Metrics
CPC (Cost Per Click) per targeted keyword, campaign budget, your competition’ CPC for the same set of keywords, search phrase popularity, and Quality Score are all examples of metrics to consider. Having these understandings and insights will allow you to assess the efficiency of your campaign and make improvements as needed.
DO NOT – Make PPC Ads without first defining your business’s goals
Before you begin, it is critical to establish clear goals and objectives; otherwise, how will you know whether you have been successful? The result you achieve will be influenced by how you set up your PPC Ads account and the features you choose to use.
Every excellent PPC Ads account is built on realistic, measurable goals. You most likely have a certain target in mind. Selling more items and services, boosting lead quality, and decreasing cost per acquisition are all common examples. The idea is to make goals SMART (specific, measurable, attainable, realistic, and timely), which will allow you to assess the effectiveness of your PPC Ads campaign more effectively.
DO NOT – Pick keywords based on search volume
Don’t attempt to be everywhere at once for everyone. It’s nice to deal with keywords that receive 5,000 or 500 searches daily, but these prominent search phrases account for fewer than 30% of all web searches. The remaining 70% of search results are in what is known as the “long tail.”
The long tail comprises hundreds of millions of unique queries that account for the vast bulk of global search activity while being performed a few times each day. Another lesson learned by search marketers is that long-tail keywords generally convert better since they reach customers later in the buying/conversion cycle. Regardless if it’s PPC or SEO, marketers take multiple metrics into account for the keywords they select because of this.
A user who searches for “Tesla features” is most likely looking and not ready to buy. On the other hand, someone searching for the “best deal on Tesla Model S” nearly has their cash out!
DO NOT – Attempt to get as many visits to your website as possible
When it comes to managing PPC campaigns, it is unrealistic and a mistake to try to attract everyone to your website unless you are confident that your traffic will convert once they get on your web pages. Center your ads on certain audiences, and online users you know will be interested in what your website offers. The more relevant they are to your target market, the more likely they will be turned into leads or revenue.
DO NOT – Underestimate your competition
PPC management has many benefits. However, just as you’re looking to boost your campaigns, so are your competitors. It is important to put the time in and research what your competitors are doing when considering your pay-per-click strategies. Make sure to understand the size of your competitors, and who you truly deem as “competitors”, as some brands might be larger than you at the time – meaning they have more budget to put into PPC.
DO NOT – Launch a PPC campaign without managing it
You cannot simply set it and then forget about it. PPC campaigns perform best when they are regularly monitored since the input you receive from monitoring and tracking outcomes can help you develop and optimize your advertising, allowing you to make them better and achieve greater results.
Bottom Line: Tips to Manage PPC Campaigns
PPC ads are online alternatives to traditional offline ads that can produce more accurate and focused results. However, the success of PPC advertising management is dependent on doing the right things, focusing on best practices, and avoiding bad practices. Try marrying SEO and PPC management if you’re able, as this is the best case to maximize your digital presence. Hopefully, this list of Do’s and Don’ts will guide you to PPC management success – and help you reach your digital marketing goals.
We also advise you to take advantage of our FREE PPC Audit to gain insight into low-hanging fruit that could help benefit your PPC account.