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Profitable accounts through Pay Per Click (PPC) Management

Dec 262011

Article by John Holland

The art of Pay Per Click (PPC) management is to look out for those hidden gems within your PPC account. Think about when you do that long put off spring clean at home only to find a long lost tenner at the back of the sofa or when you pull the fridge to clean the floor you find some mouldy food there. Managing your PPC account is somewhat similar. You are looking out for some fantastic new keywords or you might find an ad group that is eating up your budget without coming up with the results you need. You may have purposely left certain keywords or a problem ad group to one side as you’ve had to focus on other more pressing elements on the account, so when you get the time you should get organised and spruce up your PPC account.

One great way of giving your PPC account an overhaul is to compare your past performance to now by using your analytics. AdWords allows you to do this on most levels whether at ad group, keyword or campaign level. You can also hone the results even more by using segmentation according to distribution network for example. When it comes to looking for ways to increase the account’s profitability this is a great method and you can quickly unearth issues that are dragging your performance down. It can take time to get the results but it’s well worth the effort.

Look at all the accounts and this includes anything that has been paused. Take as much data as you can because the bigger the data sample the more useful the results will be. Look at number of conversions, the cost per conversion and rate of conversion to get some detailed information. By exporting the data into Excel you can really sort through the data and make comparisons quick and straightforward.

Next, look at the CPL (Cost Per Lead) for each ad group. This is the key to effective Pay Per Click management. Is the CPL going up or down? On average where is the CPL sitting? What are the click-through rates and the conversion rates? There can be many reasons that your performance changes and this amount of detail will help you investigate any anomalies. Once issues have been found you can start to run specific more detailed reports to get to the bottom of things. If you do this type of account maintenance regularly you’ll have profitable PPC accounts.

Adrac provides a professional Pay Per Click management campaign and strategy, implemented by experts in the industry. Adrac are an Adwords Qualified Company in the UK with years of experience in Adwords campaign management.

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Improve your PPC campaigns with clever Adwords management

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Nov 282011

Article by John Holland

When you log into your Google Adwords account you may be taken aback at times by how many settings there are to choose from. This can make your Adwords management something of a challenge at times and it is easy to miss an important setting that can adversely affect your performance. Seeking the best combination of settings is what clever Adwords management is all about and you can only really decide on what suits your PPC account or campaign by religiously testing them. Here is a quick overview of some of the settings available:

Locations & languages

If you can benefit from geo-targeting then use these settings. It can quickly help you to identify click rates in certain areas and you can effectively manage spend on PPC campaigns that are applicable to certain locations. You can choose to target individual cities, regions or countries depending on your campaign.

Networks and Devices

This is where you choose to run campaigns on the content network, search partners or Google search. You should also look at Devices as the rising use of Smartphones is making it necessary for WebPages to be smart phone friendly.

Bidding & Budget

There are two ways of managing your bids on Google – manual or automatic. If you want control over the budgets use manual but some people use automatic and get great results. You can also try out the Conversion Optimiser where you set a conversion goal for a campaign and Google helps to drum up additional conversions.

Position Preference and Delivery Method

Using position preference you allow Google to control your bids and place ads in a certain position or range. There are two options for delivery method – standard and accelerated. The standard method shows the ad at even intervals throughout the day. This helps you to keep track on budget so it lasts the whole day. The Accelerated option shows your ads as often as possible but doesn’t take budget into account.

Schedule

An important part of Adwords management is checking the scheduling. There are options here to add a start date and an end date for a campaign. This helps you to remember when to stop campaigns and ad scheduling allows you to run ads at certain times in the day making the most of your budget.

These are some of the most important settings. If you want to update settings on various campaigns all at once then access the settings tab before you click on a campaign.

Adrac provides a professional Adwords management campaign and strategy, implemented by experts in the industry. Adrac are an Adwords Qualified Company in the UK with years of experience in Adwords campaign management.

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Profitable accounts through Pay Per Click (PPC) Management

Improve your PPC campaigns with clever Adwords management

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