PPC Spring Cleaning

5 May 2016 | | Pay Per Click

Like a lot of things in life; sometimes all it takes are a few timely, well thought out tweaks here and there to fix tired and under-performing PPC campaigns.

All our PPC management packages include a scheduled set of good practice tasks completed at regular intervals; either weekly, monthly or quarterly depending on the task and the level of management. These include:

  • Keeping a close eye on conversions during peak campaign times.

Having an open day? Monitor the Ad traffic and conversions to better understand what works and what doesn’t for future campaigns.

  • Negative Keyword Management:

Simple and easy, but so effective at maintaining a competitive, targeted keyword strategy. So much ad spend can be wasted when this is neglected.

Read my colleague, Marcus’ blog about negative keywords and why they matter so much.

  • Reviewing Ad bids and managing bids

Ensure the well performing ads are getting the most budget, and be decisive in culling those ads/keywords that are no longer performing.

Closely linked to this is reviewing your budget..read another one of my blogs here about PPC budget setting.

  • Understanding other marketing strategies

Any off-line or additional online marketing can affect a PPC campaign

  • Reviewing Click-through Rates

Anything that has claimed 1% click-through rate or lower over a couple of months needs to be looked into. Rather than an arbitrary cull, it is wise to consider each keyword on a case by case basis, as the it is common for high volume keywords to have a less than 1% CTR.

If the ROI and the Quality Score are good, then the keyword is still healthy. Decisions to cull the keyword need to be made based on a broad over-view of the whole campaign.

  • Quality Score Review

As with the CTR review, anything that is not performing (QS of between 1 -3) needs to be addressed immediately. Often on a tired campaign, this can be over-looked and keywords with low Quality Scores are left for some time. This impacts the whole quality score of the campaign.

  • Considering Ad Scheduling

For campaigns that have been running for a long time, a decent quick fix to breathe life into the campaign is to review the times and days that your ads are being viewed, and then schedule the campaign to only show for those period of time. This automatically gives life to the campaign, as you are not wasting impressions and possibly clicks on the times fo day when your audience is not ready for converting.

Dental Design Ongoing PPC Management

Our PPC team are all Google AdWords Certified Professionals and Dental Design is a Google Partner, meaning we have the qualifications, bimgresut also run campaigns with large enough budgets to verify our experience in PPC management.

We know that advertising platforms change all the time and that’s why we review the latest updates in PPC, looking at Google AdWords, but also changes to Bing and other Search Engines who offer online advertising. As yet, we’ve not seen the evidence to suggest that investing in any other online advertising would generate a ROI, or be successful, but of course we still check it on a regular basis.

We understand that keeping lines of communication open between your practice and us, means your PPC campaigns are prevented from going stale. Online advertising using Google AdWords is a satisfying form of marketing with many features and attributes that make it stand out as one of the most measurable forms of advertising.

Is your PPC campaign tired and under-performing? Contact our team on 01202 677 277 to discuss your campaign and how to breathe some life into it. 

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