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Wednesday, 16 November 2016

Elements of a Successful PPC Campaign

A study by Wordstream indicated that small enterprises in London spent well over 1200 pounds on pay per click advertising on average. The issue, however, is that most of these businesses do not generate significant returns on investment out of pay per click campaigns. The problem lies in how these enterprises and their marketers execute the campaigns.

The following are some of the key factors that marketers often overlook while setting up a productive PPC campaign.

AD Relevance and Quality Score

Relevance in this context refers to how the targeted keywords you implemented in your ads are associated to the sites these ads lead to and how relevant they are to potential customers. Relevance is paramount in determining click through rates from the ads as well as improving the ad’s quality score.

Keyword Management

Keyword management is critical to the success of any PPC campaign. Effective keyword management practises include:

  1.     Keyword research

 Efficient keyword research involves identifying the search terms that your target consumers are using while searching for your products. Create suitable ad groups based on these words. 


       2.    Keyword grouping


Keyword grouping involves grouping keywords that are mostly used by your target customers according to divisions that can focus on your PPC ads.

Effective Call to Action

A compelling call to action element should be clear and precise and should offer direction to your targeted market. This should increase your click-through-rates.

AD Extensions

High-quality scores stimulate the use of other AD forms and extensions that will improve click through rates by up to 30 percent. Ad extensions include location, products, and special offers.

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