Struggling to wrap your head around PPC Management and everything involved? Get connected with BridgeWeb to debate the most effective strategies and what's going to work for you… it may be a balancing act!

Maximize Your Gains!

Increase your impressions.

Essentially, the more impressions you've got, the more clicks you’re likely to glean, resulting in a rise in conversions.

Take ‘training tips’.

When you’re throwing around weight within the gym, there’s always somebody else that’s got slightly more muscle mass than you that you simply will happily take tips from. you'll apply this theory to your PPC Management. Why not do a touch investigation into what your competitors do to ‘bulk up’ and boost their traffic via their ad listings? have you ever noticed an organization that always manages to ‘pip you to the post’ and bag first position? What are they doing with their ads that you simply aren’t?

Increase your keyword bids.

This one’s a small amount of a no-brainer – if somebody else is happy to bid quite you, they need a better chance of appearing above you on the search results pages. similar to increasing your protein intake promotes more practical muscle growth, increasing your keyword bids allows you to create on your PPC Management success and work your way further towards position one (AKA: more clicks, and more conversions!).

Check your keyword match type.

Your Adwords Manager should know the way to vary your keyword match type, and when it's time to try and do so. There are one or two of various keyword types which will provide you with different results, below:

-Broad match:
Default type. Use me to incorporate show for user typos, known synonyms, and known related searches.
-Negative match:
Add keywords as negative once you want to avoid being shown for that term.
-Broad match modifier:
Use me after you want to be slightly more specific. Broad match mod means you'll show ads for searches that include the words designated with a + sign (and close variations).
-Phrase match:
Your ads will show for searches that match a specific phrase.
-Exact match:
You don’t need us to clarify this one! Your ads can also be shown for a re-ordered search, too, as long because the meaning of the search isn’t changed.

Check your bid adjustments.

Take a glance at your data. Is there a specific day, or time of day that you just spot conversions coming within the most frequently? this could mean that this is often a standard time for your audience to look for your product or service.

If they haven’t already, ask your Adwords Manager to use a bid adjustment around this certain time – this implies that you simply can increase the number you’re willing to buy that limited fundamental quantity, meaning you’re even more likely to realize clicks and conversions, without having to up your entire budget.

A/B test and maximize your gains.

It’s true that what may go for one person, may not work for you! like all things in life, sometimes you wish to use a bit of trial and error to work out what actually works. does one have a group of 5 ads within your AdGroup where 2 are converting rather well and also the other 3 are sub-par? what's different about them? would it not be worth switching those ads off and fitting some fresh ads that are like the highest converters? we expect so!

Cut The Pounds
‘Cut back’ on keywords that are costing you plenty.

Keywords can become expensive when the competition is high, or the keywords you're using are too generic. Take a glance at your keyword list to see which of them are your ‘key ingredients’. are you able to cut those that are too generic? are you able to use long-tail keywords instead?

Add a sprinkling of negative keywords.

Negative keywords facilitate the reduction of your spending as you're ensuring that you simply aren’t paying for accidental or irrelevant clicks from those that aren’t visiting convert. once you add a negative keyword, it means if that's contained within the search term, your ads won’t appear, meaning fewer wasted clicks!

Decrease cost by increasing quality score.

While the common advertiser CPC is calculated by dividing the cost by the number of clicks sourced, Adwords even have a cool little way of deciding your CPC. They determine what your CPC is by taking the ad rank of the following highest bidder (your closest competitor) and dividing this by your quality score and adding £0.01 to make sure you have got the highest bid. Let’s say your closest competitor’s ad rank is 3, and you've got a top-quality score of 4. this may mean that your CPC would be £0.76 (3 divided by 4, plus 0.01). However, if you had a high-quality score of 9, your CPC would figure out to be £0.34 (3 divided by 9, plus £0.01).
Check your location targeting.

Make sure that you simply don't seem to be targeting locations that aren’t really necessary. this is often an identical concept to adding in negative keywords, you would like to be ensuring you aren’t showing your ads to places that you simply aren’t curious about sourcing conversions from. Most campaigns are founded as standard with a national target, but if you simply deliver to a 50-mile radius around Leeds, does one want to be showing your ads to and sourcing clicks from consumers within the London area that you’ll turn away?

Maintain Your Progress
Keep on top of your negative keyword lists.

Use the search query report back to determine if you’re getting clicks from irrelevant searches. If you’re a laser cutting company, you wish to avoid bringing in costly clicks from users trying to find laser eye surgery…
Practice what works…

We’d always recommend A/B testing to work out what's the foremost effective for your company, as unfortunately, no marketing strategy includes a ‘one-size-fits-all’ solution. work out what works for you, and follow it!
…But don’t be afraid to create some changes.

You always want to be optimizing your account and building upon former successes. Making huge changes if you’re not overly confident will be disastrous, but Google’s best practice guidelines are forever changing, so don’t let yourself standstill in a very rut. If you discover that what you’ve been implementing successfully for the last year around is getting down to see fewer and fewer impressions, clicks, or conversions, it would be time to shake it up a touch.

BridgeWeb’s PPC Management Top Tips

-KPIs will differ from company to company. for instance, for companies looking to glean brand awareness, clicks are also key, except for another that's knowledgeable, conversions are the key performance indicators. Your KPIs also can change over time.
-see your CPA. If you’re an eCommerce site and bringing in your conversions winds up costing you quite your'd profit (resulting in poor ROI), it'd be time to trial new keywords or have a brand new PPC strategy developed.
-Optimize your website. Slow load times, non-mobile-friendly websites, and redirected pages can increase your CPA and affect your campaign’s progress.