PPC is a powerful tool across service and e-commerce verticals. While the potential to run highly successful Adwords campaigns is there for the taking, the word about paid search is most definitely out. Depending on your industry, you may be up against fierce competition for bids, not to mention, running profitable Adwords campaigns can be particularly challenging to scale.
We utilize our own proprietary suite of custom software built in-house to build and manage campaigns. In order to maximize one's competitive edge against the incumbents, it is no longer possible to rely solely on Adwords Campaign Manager.
There are a number of questions to ask yourself in an effort to truly understand the value of your campaigns.
Minimizing CPC while Maximizing Clicks is a mathematical art, and the key to any campaign. It is important to understand the difference between a worthless click and a meaningful one. Ideally, you’re looking to minimize CPC while maximizing not just the amount of clicks but also the quality. Setting proper goals within your analytics and understanding exactly how you are achieving the best ROI will allow you to focus your efforts on the most profitable keywords.
An infinite number of scenarios will play out within your Campaign strategies, and it is up to you to understand the causes and effects. You don't want to be quick to shut down an ad that is currently performing poorly until you understand the reasons why. Is something wrong with the ad itself or are you just seeing volatility in the space? We want to avoid misreading the data, as false negatives can sometimes be more harmful than anything else as you’re on the road to developing a winning strategy.
Key Metrics and Strategies
Understanding your metrics is crucial. Here are a some of the things we consider when optimizing a campaign:
Are you using single keyword ad groups? Are you maximizing the character allowances to get the highest CTR?
Are you consistently hitting quality scores of 8 and above?
Are you properly utilizing your geo-targeting options?
Are you making the most of what Adwords has to offer by using a combination of exact match, phrase match, and broad match with keyword negation?
Are you measuring your conversion rate across keywords and adjusting your bids appropriately?
Are you using Google's Remarketing List (RLSA) functionality to increase bids on your existing customers?
One must be mindful of the different players in the larger paid search and marketing space. Google is not the only place to focus PPC efforts, but it certainly is leading the pack and the obvious first stop. Diversifying your marketing efforts will provide you with multiple outlets for your campaigns to prosper and will safeguard your efforts against shifts in any one of these marketplaces. For example, are you on Bing? If you're getting good ROI on Google, you'll likely get ~30% better economics by mirroring your campaigns on Bing.
Ocean for PPC Support
We're experts at Programmatic PPC, as we've built lucrative businesses around PPC Strategies that have returned real dividends. Paid Search is not the Wild West anymore, but that doesn't mean that it's too complex to understand or too established to break into. If you're not sure where to begin, contact us and we’ll be happy to help you assess.