Top 10 Tips for Good PPC Management
Top 10 Tips for Good PPC Management
1) Use targeted Adcopy – Aim for one keyword per Adgroup, that way you can ensure that the text in every advert explicitly relates to the term searched.
2) Advert Design – Think about what will attract a customer’s eye. Look at your competitions adverts. What makes them good or bad and avoid making the same mistakes
3) Deep-Linking URL System – Where possible, ensure that every advert leads the consumer to the most relevant landing page for their search.
4) Attending To Your Keywords – Ensure that keyword matching is optimised, monitor bids at an individual keyword level and develop your keyword lists
5) Refine Your Account – Exclude certain search terms and sites to ensure that you are not appearing for irrelevant searches and are therefore not wasting money by racking up impressions for the wrong keywords
6) Tracking Locations & Targeting The Lucrative Ones- Understand which locations around the country are particularly lucrative for your company, then target them more keenly
7) Weekend/Weekday/Evening Campaigns – Some companies find after analysis that there is a difference in the level of sales in weekday and weekend campaigns, so create both to maximise your account.
8) Monitoring Buying Trends – Examine how peoples buying habit change over time, then bid different amounts on certain keywords throughout the day to ensure your company gains exposure at optimum times
9) Conversion Focus – Track conversions closely and work to keep conversion numbers up and conversion costs down
10) Use your reports – Go through the weekly reports and your website analytics to get an overview on what your account is doing. This may seem obvious but sometimes you can get bogged down in detail and sometimes you need to see the big picture and how your carefully crafted campaign is actually working.
Top 10 Tips for Good PPC Management - To learn more about this author, visit Greg Pipe's Website.
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With the continued pressure on advertising budgets in the New Year, we take a look at Pay Per Click advertising and how by following some simple rules you can get the most out of your current campaigns.
1) Use targeted Adcopy – Aim for one keyword per Adgroup, that way you can ensure that the text in every advert explicitly relates to the term searched.
2) Advert Design – Think about what will attract a customer’s eye. Look at your competitions adverts. What makes them good or bad and avoid making the same mistakes
3) Deep-Linking URL System – Where possible, ensure that every advert leads the consumer to the most relevant landing page for their search.
4) Attending To Your Keywords – Ensure that keyword matching is optimised, monitor bids at an individual keyword level and develop your keyword lists
5) Refine Your Account – Exclude certain search terms and sites to ensure that you are not appearing for irrelevant searches and are therefore not wasting money by racking up impressions for the wrong keywords
6) Tracking Locations & Targeting The Lucrative Ones- Understand which locations around the country are particularly lucrative for your company, then target them more keenly
7) Weekend/Weekday/Evening Campaigns – Some companies find after analysis that there is a difference in the level of sales in weekday and weekend campaigns, so create both to maximise your account.
8) Monitoring Buying Trends – Examine how peoples buying habit change over time, then bid different amounts on certain keywords throughout the day to ensure your company gains exposure at optimum times
9) Conversion Focus – Track conversions closely and work to keep conversion numbers up and conversion costs down
10) Use your reports – Go through the weekly reports and your website analytics to get an overview on what your account is doing. This may seem obvious but sometimes you can get bogged down in detail and sometimes you need to see the big picture and how your carefully crafted campaign is actually working.
Top 10 Tips for Good PPC Management - To learn more about this author, visit Greg Pipe's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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