Pay Per Click Marketing (PPC) is a kind of advertising managed with the Google AdWords platform. Relevant ads are shown based upon keywords people use within their search query. As an example, type ‘plumbers Sydney’ and you’ll see that the first few results are ads served through PPC.
PPC is best suited for businesses with a website which has a product/service offering, one which folks are actively searching for. It’s best for businesses of all sizes but particularly ideal for small enterprises that you can run ad campaigns for any little as $100.
Pay-per-click is actually a marketing channel driven by demand. Your PPC campaign outcomes are dependent on the industry your small business falls under, the campaign budget and landing page conversion rate (i.e. the number of people visit your page and take action on your own website). Typically, PPC advertisers are visiting a conversion rate of 2.70%.
If you wish to maximise ROI on your own ad spend, ‘set and forget’ will not be an approach you will need to adopt. You’ll need to monitor your campaign performance over a weekly basis and optimise your ads where necessary. By doing this, you’ll have the capacity to dial the plan for top performing keywords and reduce invest in ones that have been generating the very least return.
Establishing a PPC campaign isn’t challenging to do but where most company owners find yourself in trouble will be the strategy needed generate high ROI. An effective campaign is made of many variables i.e. keyword selection, audience targeting, ad copy, bidding strategy…etc. Just getting one of those wrong are able to see your campaign perform poorly and give you a hole in your pocket.
While PPC can also work for just about any type of company, I’ve discovered that it hardly ever works on the first day. Furthermore I’ve never seen a successful “set it and forget it” strategy. The reality is that regardless of how good your account is, you can do better.
Thoughtful and consistent PPC account optimization activity is the path to achieving ROI from paid search. On the other hand, a “set it and end up forgetting it” strategy is a bit of a death spiral that generally results in a cycle of lower Quality Scores, which results in higher cost per clicks and lower ad position, which leads to lower ROI, and ultimately failure.
Because of this In my opinion that PPC account activity even trumps Quality Score because the single most important PPC metric inside your account. Thoughtful and consistent PPC optimization experiments is the road to doing well on all of those other PPC key metrics.
If I’ve convinced you in the value of measuring and tracking your PPC account activity, here’s how to do it. Set the date range to the time period you’re interested in, then click on the Download button to export the report in a CSV format. AdWords groups together different changes by campaign and ad group; for instance inside the screenshot you will notice xjarkb there were 39 bid changes within a single ad group. So, to process the exported data, you’ll should do some manual data manipulation in Excel to decompress the modification history log.
A Less Strenuous Way to Determine Recent AdWords Account Activity
An additional way to quickly visualize your recent AdWords account activity is to just grade your account using the AdWords Performance Grader. This free tool will do an instant audit of the PPC account across 8 different key performance metrics, including Account Activity.
The report will calculate and display your Account Activity during the last 30 and 3 months and break it out by kinds of account optimizations are happening in your account. Here’s an example of exactly what the Account Activity portion of the AdWords Grader report looks like.
So in this example, you will notice that the advertiser has created/deleted or modified 2 campaigns during the last 3 months, made 10 ad text changes during the last 1 month, etc. Due to the anemic activity levels in the typical PPC account, I think that PPC account managers ought to be embracing the thought of PPC activity being a success metric. When asked for important PPC metrics, PPC marketers tend to think about things such as CTR, cost per conversion, conversion rate, etc. – yet it is only our ongoing PPC experimentation and optimization activities which allow us to perform well in most of these metrics.
Ultimately the key to success to maintain a wholesome quantity of PPC account activity is to make it regular. For instance, put aside at the very least 20 minutes every week for PPC optimization, spending a short while on all the most important PPC optimization tasks, like keyword expansion, negative keyword research, bid optimization, and ad text optimization. Even though this may seem like a lot of work, the usage of PPC tools may add a ton of leverage with regards to time savings and ROI.
Like with an eating plan or fitness plan, don’t overdo it by doing thousands of alterations in one sitting and then not revisiting for 6 months, but don’t get complacent and belong to an inactive PPC lifestyle either. The great thing is that this PPC account activity bar is quite low. Just twenty minutes of PPC work each week would put you ahead of 90% in the other accounts on the market.