Dig Into Your PPC Account

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July 26th, 2010 by Alan

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.

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