Rapid growth of web technology has attracted many advertisers, especially the pay per click program that has caught the attention of millions. Many businesses dream of getting an excellent paid search account but are not able to put that dream into reality because they lack an effective PPC campaign management. When seen from a search engine marketing perspective, a paid search account is nothing but a collection of ad campaigns which comprise of keywords and text ads. These keywords and text ads are used only to exert a pull on the search queries. From this standpoint, an effective optimization has become the need of the hour. There are many fragments that can make you swerve from the right path. Few are listed below:
- Setting Internal Standards
When it comes to PPC campaign management, we start comparing ourselves to others. Is my click through rate (CTR) more than my competitor? What conversion rate would be a good deal to crack in order to go way ahead of competitors? These elements may get you worried. Getting information about the competitor’s growth can help you set your targets but it can consume a lot of time and money and may not even deliver what you want. Therefore, it is important to focus on internal benchmarks. Setting internal standards is a more pragmatic approach to evaluate your success and potential. After all, comparing ourselves with ourselves is always a better idea than comparing ourselves to others.
We can take for example, testing of text ads. Testing text ads is vital for any business as it helps determine the CTR and also magnetizes the audience. Now, if you try to test your text ad by weighing it against your competitor’s performance, it becomes a complicated task. However, if you compare your performance with your set targets, it becomes easier for you to know about your growth and also helps set future targets.
While setting internal targets, it is important to find the best alliance of headline, text and offer that drive the click through and conversion rate in a PPC campaign. Targeting above average can help you point out the loopholes in your PPC campaign management.
- Assessing performance against potential
In certain situations, you can easily identify the segments which are not working for you by comparing them with the already set PPC standards. For example, you can check your quality score and know about your performance as Quality Score has defined levels:
From 1 to 4 – is poor performance
From 5 to 7 – is an average performance
From 8 to 10 – is an excellent performance.
This division of Quality Score signifies that anything above 7 is a prize and anything below it is a price (punishment).
However assessing your PPC performance is not that easy because many segments don’t have such levels or range. To evaluate for those segments, you can go for a hit and trial method or can learn from people’s feedback. But before taking feedback from other people, just make certain that they had a big budget and a good sample size.
Simple spreadsheet along with conditional formatting might also help you spot the loopholes.