Pay-per-click ads (PPC) also known as SEA are an effective way to attract attention from your target market to bring them to your website and then present your products and services.
Naturally, the more your ads appear at the top of Google or Bing search engine results pages, the more likely Internet users will click on those ads. That said, getting a click on your ad is not an end in itself. The objective is to get clicks that become a purchase, a telephone call or a lead.
Making the best out of your chances to succeed, it is important to establish a daily list of tasks to do to improve your Google AdWords and/or Bing Ads campaigns. Here are the three PPC tasks you should do each day to make sure your campaigns run smoothly.
1. Verify Your Key Performance Indicators
The key performance indicators (KPI) are essential to help you determine the effectiveness of your campaigns. Once you decide to invest in PPC advertising, you need to have a method to measure ad performance. If you do not have a means to verify ad performance you would run the risk of throwing your money out the window.
The different kinds of KPIs you choose to prioritize depends on your marketing objectives. The most commonly used KPIs for PPC campaigns are listed below.
The Number of Clicks: This KPI indicates the number of people that actually clicked on your ad and this helps you to know if your ad gets Internet users’ attention. The clicks do not provide a complete evaluation of the quality of your ads, but they are an important piece of the puzzle.
The Click Through Rate (CTR): This KPI is calculated by dividing the number of clicks by the total number of impressions or views. The click through rate average varies according to the industry you work in.
The Cost Per Click (CPC): This measures the ad spending according to the number of people that clicked on the ad. It is calculated by dividing the amount of money spent on the ad by the number of clicks on the ad. It is a good way to determine if your campaign budget is too high or too low or just right.
Conversion Rate (CVR): This rate measures the number of conversions or sales that were generated directly from your ad. It is calculated by dividing the number of conversions or sales by the total number of clicks.
Verifying these statistics on a daily basis can help you to track variations such as a sudden increase in the number of clicks or an increase in conversions on any given day.
2. Evaluate Your Negative Keywords List
One of the best ways to attract more clicks is to make sure you are using the most relevant keywords. Since you are running a PPC campaign, it is important to create a negative keywords list and evaluate it regularly. If you neglect to include your negative keywords list in your campaigns, it could seriously impact your ROI on your ads.
If you just arrived in the world of online paid marketing, here is a quick introduction to help you to understand the concept of negative keywords. Imagine that you sell shoes online. You would like to include keyword variations including gender and searches based on intention such as “buy” or “to sell” as well as qualifying keywords such as “running”. However, what if you decide to exclude keywords that would be higher in volume, but provide a lower ROI for example “women’s shoes”? In the example below, you can see how excluding keywords according to their related marketing target has an impact on the searches where your ads appear.
Your ad may be generated for these searches
Your ad will not be generated for these searches
Girls’ shoesRunning shoes
Womens’ shoesShoes for women
Girls’ shoesWomens’ running shoes
Womens’ shoesBuy womens’ shoes
Buy womens’ shoesWomens’ shoes on sale
By creating a list of negative keywords, you are explaining to search engines that these keywords are not relevant to your company and that your ads should not be generated when Internet users search using these keywords.
You must look over your negative keyword list daily because the way Internet users search the Internet changes regularly. Keep your list up to date to avoid spending money on ads that are generated for Internet users that are not a part of your target market.
There are two quick ways to find potential negative keywords outlined below.
Common Search Words
The new format of searches on Google AdWords highlights the common words and phrases that generate traffic on your website. Click on the tab “Words” for a more precise analysis.
In this example, we discovered two potential negative keywords to include in the campaign: “study french” and “french lesson”.
Knowing which keywords the majority of Internet users type to find your website can help you to add new negative keywords because you will see the most recent searches that are not pertinent to your business.
3. Review Your Daily Budget
Your daily AdWords budget is not fixed, this means that as you review your campaigns each day, you can modify this budget according to specific key indicators. In addition, Google doubled daily budgets, so now you have another good reason to watch your AdWords campaigns everyday.
The most common way to manage an AdWords budget is to allocate expenses according to the days of the week (Dolead Campaign Manager already does this automatically). For example, if you notice that your ads generate more traffic on Wednesday, but very little traffic on Monday, you can modify part of your budget for Mondays accordingly to get a better ROI on Wednesdays.
Ad Delivery Options on Google AdWords
Reviewing your budget can also help you to determine if you must modify the way you deliver your ads. AdWords has two different ways to disseminate ads as mentioned below.
Accelerated Delivery: This method posts your ads early in the day and generally allows you to increase your daily budget before noon. You can choose accelerated delivery if you use the AdWords automated auction.
Standard Delivery: This method allows you to post your ads regularly throughout the day. If you decide to manually modify your bid, your campaigns will be automatically disseminated by standard delivery by default.
Types of Devices
An additional part of your daily spending must also be verified. It is the way your budget is distributed according to each device.
The ever increasing use of cell phones means that your ROI could rapidly change – your laptop conversion opportunities may be significantly reduced. These opportunities via laptop often convert better especially for B2B companies.
Google created a graph of devices above that shows the difference between devices for clicks, impressions, and conversions.
Adapting is the Key to Successful PPC Campaigns
As you launch your online marketing campaign, you will realize that monitoring your KPIs will help your campaign to be successful.
The entire point of PPC marketing is to attract interested visitors that become clients via your website. However, if you do not review your campaigns on a day-to-day basis, a small issue could rapidly degenerate into a serious problem.