Thorough Keyword Research For PPC Campaign

Customers use a myriad of keywords to search products or services. Therefore it is important that as a PPC account managers you perform a thorough keyword research for PPC campaigns. If you aren’t getting enough clicks or impressions, it means you are targeting the wrong keywords in your PPC marketing. Use various keyword research tools and find out keywords that are most relevant to your business and target them. You may have to do this for more than once, to get the perfect set of keywords.

Reconsider the Budget For PPC Campaign

We often bid for the lowest amount in an attempt to keep the budget under control. But that is often the wrong approach. Remember, your competitors are bidding on the same keywords as well, so if your bidding amount is low, your ads will be buried deep down the listing. Moreover, if you have a mall budget, it gets exhausted too quickly and the PPC campaign gets paused until the next day. So identify what amount would be suitable to get enough clicks/impression and stay on top of the ad listing to get optimum result from PPC campaign which you are running.

Use Negative Keywords

Negative keywords prevent your ads from appearing for keywords that are irrelevant to your niche. So you must add a list of appropriate negative keywords for PPC advertising so that your ads show up only for relevant searches.

Proper Maintenance

When was the last time you upgraded the PPC campaign? PPC campaigns need to be studied regularly and upgraded accordingly. You need to try and test various PPC ad copies and see which one works the best. You also need to upgrade the keyword list every now and then.

Look at the Quality Score

The quality score gives you an idea about the quality of PPC ads. A high-quality score means everything is on track, but if you see it going down day-by-day, you can try the following things to improve it:

a. Improve the PPC ads by testing new versions. Test many versions to see which one works for you in PPC campaigns.
b. Check whether the landing page is relevant to your audience or not? Is it fulfilling the need or relevant to the search queries when they are landing on page?
c. Check the keywords and upgrade the list, if required.

Modify Your PPC Campaign Structure

Create specific ad groups for specific PPC campaigns. For instance, if you own a lifestyle store, instead of creating ads such as ‘Buy clothes, accessories and fashion items at cheap rates’; try creating separate ads for clothes, fashion items and accessories. You need to monitor your PPC campaigns regularly and make adjustments as and when required. Try using the above tips to make your next PPC campaign a success.