Managing multiple pay per click campaigns can be very stressful. There are a lot of factors that go into managing a ppc campaign effectively. For example, like click through ratio, quality score, negative keywords and etc. Also you have to make updates to your ppc campaign daily in order to have success. Make a to-do list to keep your campaign updated and on track. Here is a checklist to keep your ppc campaign on track.
First check your click through ratio (CTR). This is a very important factor of a campaign and it changes daily. Take a look at your ads and pick out which ads are performing poorly. Change the ad text to improve the click through ratio. A high click ratio can help reduce the average cost per click (CPC). It will also benefit the campaign in the long run.
Now check the quality scores for your keywords. This is another important aspect of a pay per click campaign. If your quality scores are low it will affect your CTR and end up with a higher cost per click. One effective way of improving your keyword’s quality score is by changing the match type. For example if your keyword is set to a “broad match” change the keyword to an “exact match”, and analyze the results to see if the quality score has improved.
Also another key aspect for a higher quality score is the landing page. Make sure the landing page is correlating with the keyword. For instance if you are advertising “basketball shoes”, make sure the landing page leads the consumer to your basketball shoe section of your website. This will generate a high quality score due to the relevancy of the keyword and also lower the cost per click for “basketball shoes.” Keeping a high keyword quality score for all your keywords will increase the click through ratio as well.
This was a checklist to keep in mind next time you login into your campaign. These are just some of the key points to look for in your campaign. Keep your campaign updated and not on auto pilot. Remember friends don’t let friends’ auto pilot!