PPC - Pay Per Click Management

PPC campaigns can be a total waste of money. That’s unless you do them right. In this post I’m going to share 4 ways to improve your ppc campaigns and help you make the most of your advertising budget.

• Understanding both the client and advertiser’s perspectives
• Improve your website
• Creating & Meeting Objectives
• Optimizing your landing pages

1. Client and Advertiser Perspectives

It’s important to understand both of these perspectives. A lack of this leads to the client turning off their campaign. There are several reasons why clients turn off their campaigns. One is cost and the other is mis-communication.  Let’s first discuss the advertiser’s perspective. We use terms like:

• quality score
• ad position
• CTR

All of these terms play a vital role in the success of your campaign. We can kick butt, but your stars need to be aligned. Google assigns a quality score and positions our ad accordingly based on the performance of the ad and the website used to send clicks to. When you give us a website to drive traffic to and google slaps a low quality score on it, we both suffer. Your ads become more expenisve and get bad ad positions.

The client perspective: Clients use words like:

• advertising budget
• leads & sales

Most advertisers are limited in the amount of money they can spend on a campaign. As a result, they want the most bang for their buck. (Who wouldn’t anyways?) We trust you with our money, yet we are really at your mercy. We lack tech skills and don’t know a thing about quality scores, ad position and CTR. It’s our job, as advertisers, to communicate these terms. The truth is: your website is killing our campaigns. What can we do about it?

2. Improve your website

Google loves websites that are user-friendly, unique and that follow their guidelines. Some things you can do to improve your website include:

• dump the flash and convert to html. Website designers will help you do that
• add a terms & conditions page
• add a privacy policy

3. Meeting your objectives

Every PPC campaign needs to set goals  and meet those objectives. Make sure you’re communicating this to your advertisers. For example: Am I trying to get people to call me? Do I want the phone numbers of interested buyers to call? Do i want to increase my sales for my product(s)? Get clear on your objectives and let us do the rest.

4. Optimizing Your Landing Page

Google wants relevancy. In other words, if you’re targeting the term “divorce attorney”, then it’s our job (as advertisers) to send the traffic to a page that’s optimized or relevant to that keyword. If we don’t do that, our campaigns suffer. It’s your job, as a client, to create a page that is relevant to the terms you want us to target. Other things to consider would be:

• Do we have clear call-to-actions on this page?
• Will the traffic convert into our objectives? ()

Leave a comment below if this helps you improve your ppc campaigns.