Pay Per Click Marketing (PPC) is a type of advertising managed with the Adwords platform. Relevant ads are shown based upon keywords people use within their search query. For instance, type ‘plumbers Sydney’ and you’ll observe that the first few results are ads served through PPC.
PPC is best suited for businesses having a website that has a product/service offering, one that people are actively searching for. It’s designed for businesses of any size but particularly ideal for small enterprises that you can run ad campaigns for any low as $100.
Pay-per-click is a marketing channel driven by demand. Your PPC campaign effects are dependent on the industry your business falls under, the campaign budget and website landing page conversion rate (i.e. how many people go to your page and act on your own website). Typically, PPC advertisers are visiting a conversion rate of 2.70%.
If you wish to maximise ROI on your ad spend, ‘set and forget’ is not an approach you will want to adopt. You’ll must monitor your campaign performance on a weekly basis and optimise your ads where necessary. In doing so, you’ll be able to dial in the plan for top performing keywords and reduce invest in ones that are generating the very least return.
Setting up a PPC campaign isn’t difficult to do but where most business owners find yourself in trouble will be the strategy needed generate high ROI. An effective campaign consists of many variables i.e. keyword selection, audience targeting, ad copy, bidding strategy…etc. Just getting one of those wrong can easily see your campaign perform poorly and give you a hole in your wallet.
While PPC can work for just about any kind of company, I’ve discovered that it hardly ever works on the first day. Furthermore I’ve never seen an excellent “set it and end up forgetting it” strategy. The reality is that regardless how good your bank account is, you can always do better.
Thoughtful and consistent PPC account optimization activity is the path to achieving ROI from paid search. On the contrary, a “set it and end up forgetting it” strategy is somewhat 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 results in lower ROI, and ultimately failure.
For this reason I think that PPC account activity even trumps Quality Score as the most crucial PPC metric in your account. Thoughtful and consistent PPC optimization experiments is the road to doing well on all the other PPC key metrics.
If I’ve convinced you in the importance of measuring and tracking your PPC account activity, here’s how to do it. Set the date range towards the time frame you’re thinking about, then click on the Download button to export the report in a CSV format. AdWords groups together different changes by campaign and ad group; as an example inside the screenshot you can see xjarkb there have been 39 bid changes inside a single ad group. So, to process the exported data, you’ll should do some manual data manipulation in Excel to decompress the alteration history log.
A Simpler Method to Determine Recent AdWords Account Activity
Another way to quickly visualize your recent AdWords account activity would be to just grade your money making use of the AdWords Performance Grader. This free tool is going to do an immediate audit of your own PPC account across 8 different key performance metrics, including Account Activity.
The report will calculate and display your money Activity during the last 30 and 90 days and break it out by types of account optimizations are happening inside your account. Here’s a good example of what the Account Activity portion of the AdWords Grader report seems like.
So in this example, you will see that this advertiser has produced/deleted or modified 2 campaigns during the last 3 months, made 10 ad text changes during the last 1 month, etc. Given the anemic activity levels within the typical PPC account, In my opinion that PPC account managers should be embracing the thought of PPC activity as a success metric. When asked for the most important PPC metrics, PPC marketers tend to consider such things as CTR, cost per conversion, conversion rate, etc. – yet it is actually only our ongoing PPC experimentation and optimization activities that enable us to accomplish well in most of these metrics.
Ultimately the key to success in maintaining a proper quantity of PPC account activity is to really make it regular. As an example, reserve a minimum of 20 minutes a week for PPC optimization, spending a short while on each one of the most critical PPC optimization tasks, like keyword expansion, negative niche research, bid optimization, and ad text optimization. Although this may appear like plenty of work, the use of PPC tools can add a ton of leverage with regards to time savings and ROI.
Like with an eating plan or fitness plan, don’t go crazy by doing thousands of changes in one sitting then not revisiting for half a year, but don’t get complacent and fall under a sedentary PPC lifestyle either. The good thing is the PPC account activity bar is quite low. Just 20 minutes of PPC work weekly would put you before 90% from the other accounts out there.