Running a PPC campaign requires lots of research around the niche, proper knowledge of keywords, and most importantly – dedication. In this post, you are going to learn the basic rules of running a successful PPC campaign, and why?
First and foremost, you and your client need to be on the same page. You also have to set goals for CPA. You also need proper understanding before using AdWords, otherwise you’ll end up ruining the campaign. Conversion tracking during the campaign is also vital. These and many other things have been discussed in this post.
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Rule -1: Understand What Client Needs
Understanding the business and expected goals of your client is primary requirement of PPC campaign. Don’t ever run it without going through what your client wants. Make sure that you have clearly defined goals (branding, conversions, leads etc) for your PPC campaigns. So if your main focus is on brand building, then you run CPM campaigns. If the focus is mainly on conversions, then you run CPA campaigns.
Rule – 2: Set Max. CPA Targets
MAX. CPA is actually the maximum amount you can afford for each conversion, without losing anything. If price of your product is say £20, then your Max. CPA is £20. You can spend up to £20 to sell a £20 product.
If your marketing spend is more than your product price then you will be in loss.Obviously you want your client to make profit on each sale. So you will keep your CPA lower than the product price.You need to work with your client to determine the maximum amount they are willing to pay for each conversion and still make profit on sales.
Rule – 3: Plan Before Setting up AdWords Account
AdWords accounts without prior planning can result in:
- Multiple ad groups targeting a single product.
- Multiple campaigns targeting a single product category.
- Difficulty in measuring and monitoring the performance of the campaigns.
- Keywords duplicated across campaigns and ad groups. Google shows only one ad per advertiser on a particular keyword, so there’s no need to include duplicate keywords in different ad groups or campaigns.
- Ad groups containing 15 to 20 ads.
Google automatically monitor the click-through rate (CTR) of each ad and display the better performing ads more often than ads with lower CTRs.
Rule – 4: Conversion Tracking
There are PPC accounts that are being run for years and years without any conversion tracking setup. Those who managed these accounts either measured the effectiveness of their ads and keywords on gut feeling or wrestled with Google Analytics.Both of which are not the best way to monitor the performance of your PPC campaigns.
You as a marketer must need to know what happened after a user clicks on your ad. Did he purchased your product? If yes, then which keyword, ad, ad group or campaign triggered the conversion.By getting such insight, you will know which ads, placements and keywords lead to conversions and are worth bidding on.
Rule – 5: Optimize Campaign Settings
Campaign settings can eat lot of your budget if you have not set them up to align with your business goals.If your website is not designed for mobile devices then you should not run ads on mobile devices. Similarly if your main focus is on conversions then you should not run CPM campaigns.
Make sure that:
- The campaign is using the right bidding option, budget and ad scheduling.
- Your campaign is targeting only the locations, languages, network & devices that are relevant for your target market.
- The ad extension feature is being used. It can improve the CTR of your ads.