Pay Per Click (PPC) Management
Identifying Ways To Meet Your Monthly Budget
If you had the chance to work with an unlimited PPC budget wouldn’t it be just wonderful? Yet as all pay per click campaigners know this is just a daydream and working to budgets is a fact of life. If you are projected to stray over your budget at the end of the month here are some tips to keep you on track: Tip 1 - Find the search engine causing an ‘issue’ Most PPC campaigns are run on Google, MSN and Yahoo and it can be a common mistake to focus solely on the top spending account, which will invariably be Google. However, by focusing on Google you could overlook a bigger issue elsewhere. If a search engine is taking up just 10 per cent of your budget, it is a significant amount of money to lose if there are no leads being generated, and that account should be tackled first. Tip 2 - Drop daily campaign budgets Look at all your pay per click campaigns and highlight those that are reaching their daily limit. Tackle the ones that are converting least and slash the daily budgets. You don’t want to cut them too much so take time to work out the savings you are likely to make. Tip 3 - Analyse by Cost Per Lead By looking at the top CPL level you can identify the big problems that are eating into your budget first. Use the interface to search for campaigns that have a large monthly CPL. At Click Consult we can help you get the best out of your PPC campaigns.
Tags: monitoring a PPC campaign, Pay Per Click (PPC), PPc budgeting, PPC management
Dig Into Your PPC Account
Search marketing is a dynamic thing and the behaviours of users is a constantly evolving process. They are influenced by trends, new technologies and the seasons. For a PPC manager one of the most important elements of account management is keeping ahead of the changes and putting strategies in place to balance negative repercussions of these changes. Understanding the trends in your traffic is imperative to success. Understanding your account When looking at traffic patterns there are plenty of tools available but the first port of call is to look at the pay per click account. The best place to start is by running a campaign account covering a long period. Access settings and select ‘monthly’ as the measurement of time. Another approach is to choose graphical representation of impressions and clicks. Both these reports will highlight peaks and troughs and you can analyse the data for patterns. Once you highlight patterns or a drop or spike in traffic think about what happened at that time. Perhaps you made changes to the account. Check out the ‘View Change History’ tool. On the other hand was there a change in the industry as a whole that could have affected traffic? Or is it simply a seasonal influence due to the type of product or service? You can dig further by looking at your keyword placement reports. There may be certain keywords that work better at certain times. You may find some keywords that have been top performers for some time but seem to be slipping now. At Click Consult we can help you to get the most from your pay per click advertising.
Tags: analysing PPC data, monitoring a PPC campaign, pay per click advertising, PPC manager
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