Campaign management

25 Tips For Giving Your PPC Campaigns a Boost

Paid search or pay-per-click (PPC) advertising can yield substantial returns on investment, but also needs careful control to keep budgets in check.

To make sure you maximize your ROI but minimize your risk, consider the following.

The Basics

Here are a few things to bear in mind from the outset – and to make sure your campaign is built on a firm base.

1. Know Your Sector

If this is a client, make sure you understand their business as much as possible. Maybe even suggest going through a company training or induction program to quickly get you up to speed.

Check what your competitors, partners, suppliers and customers are doing, and adjust your bids accordingly. Keep a watchful eye on competitors bidding on your brand name and avoid losing potential customers.

2. Start Small, Scale Up

Identify a number of target keyword areas and bid across these. But don’t spread you budget too thin, start off slowly with a restricted campaign and then scale it up.

This helps to test the water across a variety of brand names, descriptive terms and competitive keywords to see which perform best.

3. Measure, Measure, Measure

It’s amazing how many campaigns I’ve seen which have failed to setup basic conversion tracking.

Make sure you put effort into getting this correct from the start. That way you can have a long-term approach, where you can learn average conversion rates and revenues, allowing you to estimate the performance of future keyword bids.

4. Include Plurals

Your PPC platform of choice may automatically account for differing singular and plural forms of keywords, but double-check this.

If not, test which performs better – singulars or plurals – and adjust your bids and ad copy accordingly.

5. Be Logical

The more logical you are in your approach to your campaign, the easier it will be to see what’s working.

Give your bids time to come good, as early poor performance may average out over time – but don’t send good money after bad. Make sure you use a logical campaign naming structure and organization too, that way it makes it easier if someone else has to help out with managing the campaign.

Managing Your Bids

Keep your campaign in close check and you can make sure it is up to date and giving you the ROI you need.

6. Know Your Target CPA

Depending on your PPC platform, budgets may be set as maximums, averages or some other target figure.

Know how to set yours at a level that suits your overall budget, and make sure you are achieving your target ROI. If you know your average customer value and target CPA’s you can then find the optimum budget to maximize revenue and profit from your campaign.

7. Be Pragmatic

It is easy to expect a massive ROI when you appear up top on a competitive search term, but be realistic.

Not everyone will click your ad, and not everyone who does will make a purchase. As long as your ROI remains positive, that’s the main thing. Just make sure you learn from your mistakes and keep things improving.

8. Use Google’s Tools

Google’s tools have improved greatly over the last couple of years. And bidding tools such as Conversion Optimiser can be a great way of ensuring you maximize the performance of a campaign by focusing on bidding for high-quality, converting clicks – as opposed to traffic volume.

9. Use the Search Query Report

Most PPC platforms will offer in-built data reporting, but be sure you can segment paid search traffic in your website’s analytics to show the exact keywords which are sending you traffic.

You can then measure keyword performance and by using the AdWords search query report you can find converting long-tail keyword variations to add to your campaign – and likewise, non-converting keywords to add as negative matches.

10. Learn to Adapt and Keep Testing

There are countless other PPC marketers out there with their own campaigns.

If somebody starts fiercely bidding on your preferred keywords to the point that it’s not profitable, refocus your attention and avoid a bidding war. And with all campaigns, keep testing. Small increases to CTR, quality scores and conversion rates can have a huge impact to a campaigns overall performance.

Optimize Your Ad Copy

Keep your message clear and compelling, and your ad revenues should rise accordingly. PPC ads are brief, so avoid confusion as much as possible.

11. Tweak Your Titles

Just like on-page headlines, the titles of your ads are the most eye-catching elements.

Marketers will tell you to “make them pop”, so be concise but highlight your unique selling point or special offer.

12. Your Body is a Temple

Ensure your body text is concise, relevant to the terms you are bidding on, and highlights your USP or special offer.

Avoid clichéd advertising phrases and focus on clear descriptions – words are at a premium, so make them count.

13. Be the Strongest Link

Links matter. The URL of your ad is likely to appear in the results, so avoid meaningless numerical page addresses and get those keywords highlighted in bold.

A keyword-optimized URL helps to demonstrate relevancy and could secure more traffic as a result.

14. Identify Your MVPs

The five or ten best performing keywords or ads in your campaign are your most valuable players.

Keep them at the center of your plan of attack, and arrange your broader paid search activities around them. The 80/20 rule is often very true in search campaigns, so find out where your converting traffic comes and ensure you get everything you can out of those keywords and ad variations.

15. Discover the Niches

In the most crowded of PPC markets, there are effective key terms that have been overlooked.

Be original in your bids and you may manage to stumble upon one of these neglected goldmines.

Target Your Ads

Targeting ads is different from optimizing the ad copy itself. Optimization is about driving click-through rates whatever your audience; targeting is about knowing who your customers are, and writing with them in mind.

16. Write for an Age Group

Age and gender are classics of demographic targeting, and are as relevant as ever.

Write for your chosen target demographic and you raise the perceived relevance of your product for those individuals.

17. Judge Your Prestige Level

In advertising copywriting, there’s a world of difference between ‘value for money’ and ‘cheap’.

Know which description suits the prestige level of your product, and stick to it for on-message ad copy.

18. Mind Your Surroundings

Knowing your local customer base is important even on the World Wide Web.

Tweak your ad copy for geographical markets, and target those regions in your campaign settings.

19. Vary Your Calls to Action

Just as you target different key phrases, be sure to vary your ad copy accordingly.

A selection of different ad texts gives you the opportunity to see what works for a given bid term.

20. Research the PPC Markets

Targeting does not have to take place within a single campaign.

Different PPC platforms may reach different or specialized audiences; place ads on the most appropriate ad network.

The Next Level

Once you’ve mastered the basics, it’s time to get serious. Here are five of the things that professional paid search campaign managers deal with on a daily basis.

21. Improve Your Landing Page Tests

Learn how to conduct detailed A/B and MANOVA tests, allowing you to tweak two or more variables in your landing pages ad copy.

Quantifiable results will help you to make more informed decisions about campaign changes, so use Website Optimiser and measure every small change to improve performance. Make sure you produce relevant landing pages to support your ads. This way, you can define funnels that guide individuals from being searchers, to prospects, to converting customers.

22. Find Negative Keywords Via Social Media Monitoring

Set up a social media monitoring service, Google Alerts is fine, and track which keywords are listed alongside your top keywords and brand terms.

This way, you can make sure that anything irrelevant, which you may not have thought of previously, can be blocked using negative matches.

23. Go Global

Target the same keywords in your PPC campaigns management as in your on-page optimization and inbound link-building efforts.

This builds on the tip above to help demonstrate to your prospects that the page is tailored to their needs.

24. Schedule Your Campaigns

Schedule new ads for specific dates to make the most of seasonal opportunities and consider budget changes to reflect an increase in search demand and buying intent.

This can also help to keep your campaigns moving when you are out of the office yourself.

25. Keep Things Moving

However well your campaign is performing, there are new audiences to reach and better keywords to bid on.

Be a leader, not a follower, and drive your campaign to the next level.

Source :

Campaign management, Computer, Internet

The keys to SEO campaign management can be mastered in 35 steps

Search is the most fundamental element of content marketing. If you thought social media was the silver bullet, you were wrong. It’s at least a bronze bullet, but social media is just one stepping stone towards search optimization. More likes and tweets equal better rank. Better rank means you’ll keep getting website traffic to articles without even promoting them.

One major asset to any Mequoda System is a freemium, or a free product download. By creating free products, you can create search-optimized rapid conversion landing pages(RCLPs) that build your email list. And when these pages succeed, and you’re getting thousands of people through free SEO every month, your email list will grow very quickly.

These are the 35 steps for creating, recycling and promoting an SEO campaign with a freemium.

SEO campaign management part #1:
Choose keywords

There’s no SEO without keyword optimization. If you want people to find you, you must first find out what they’re looking for.

1. Research audience interest and keywords using the Google Keyword Planner.

2. Choose two keyword phrases from the GKP, make sure they’re the best ones you can find. Typically these phrases have high search and a comparably low number of competing pages.

SEO campaign management part #2:
Decide what content will be most useful

Google has come to appreciate quality content in order to scare spammy SEOs away. It’s more important than ever to optimize your best pages and create the content that has already proven itself.

3. Review the most frequently asked questions posted to your online forum.

4. Determine which of your paid products are the best sellers.

5. Examine your magazine cover stories to determine which have the best sell-through.

6. Determine which sessions at your live events are the most popular.

7. Review your direct mail results to determine which teaser lines create the most sales.

8. Review the subject lines of your most successful email marketing campaigns to determine which create the highest open rates.

SEO campaign management part #3:
Create your freemium

Your freemium needs not only to be written, but to be optimized for search too. After all, it’s the title and subhead that will be repeated throughout the copy on your landing page. Injecting keywords in your title makes it easy to optimize a page naturally.

9. Write a title that is eight to 12 words.

10. Use your primary keyword (the best phrase you could find) in the title.

11. Add the secondary keyword (the second-best phrase you could find) in the subtitle after a colon.

12. Feel free to repurpose content from your website. Some of the best freemiums are simply mash-ups of five epic blog articles.

13. Edit and make sure you didn’t make these mistakes.

14. Include a call to action at the back of the freemium, like an up-sell to a premium product.

15. Include a URL in the footer that links back to the site (or freemium archive).

16. Write the freemium in clear, non-technical language.

17. Design the freemium to be clean and uncluttered.

18. Lay out the freemium to be printed on 8.5 x 11 paper.

SEO campaign management part #4:
Write your RCLP

Your RCLP is what will be found in search engines, so make it count. By repeating the name of the freemium, which has been optimized, you will have a search-friendly page, but try injecting them naturally into copy, too.

19. Write around 1500-2500 words worth of interesting copy about the freemium so that Google reads it as a valuable, information-packed page.

20. Repurpose copy from the freemium into the RCLP. Use it to construct a list of take-aways from the freemium.

21. Use your keywords several times in the copy, but don’t stuff them in there. We usually aim for a keyword density of 1-3%.

22. Create an order form in editorial (OFIE) for the top of the page so that a reader can submit their email address immediately. Include the keyword-optimized title of the freemium in every OFIE.

23. Repeat the OFIE throughout the page so that every time you scroll, there is always one above the fold.

24. Design the cover of the freemium so that the title is large enough to be read in a small image/thumbnail on the page. Include the cover image in all the OFIEs on your page.

25. Allow comments on your RCLP and encourage people to use them to write testimonials.

26. Enable social sharing buttons to boost inbound links and social cred.

SEO campaign management part #5:
Link everything to your RCLP

Search engines appreciate pages with links, and when a page is linked to internally by many pages, it tells Google that you find this page to be very important. And what’s more important than conversion pages?

27. Create a press release and submit it to the best free press release sites, and paid ones if you want.

28. Add the OFIE to the top of your category page (using an ad server like OpenX).

29. Add the OFIE to the top of every article in that category (again, something like OpenX).

30. Add a text ad into every article in the related category. The copy promotes the freemium and links to the RCLP.

31. Send out an email to your own list promoting the new freemium.

32. Work out an arrangement with your partners for them to promote the freemium and RCLP to their lists.

33. Send out tweets and post to Facebook about the new freemium.

34. Get in touch with industry bloggers and send them the PDF of your freemium. Include a link to the RCLP and a short bulleted list of take-aways to make their job easier.

35. Keep track of everywhere you posted your press release, and all of the sites who wrote about your freemium. Create an ongoing press list from this so that you can focus your efforts more effectively the next time.

Building a Keyword Universe

Instead of researching new keywords every time you write a post or create a new freemium for your SEO campaign, you might want to consider creating a keyword universe. It will make steps 1, 2, 9, 10, 11 and 21 much less time consuming.

Your Keyword Universe is the total number of keyword phrases you are tracking for your website. It’s the total number of keyword phrases your potential audience is searching for that your content could potentially answer.

Your keyword universe consists of primary keyword phrases and secondary keyword phrases.

Your primary keyword phrases, or clusters, will generally be your most broad keyword phrases, usually your website topics or categories. Within your primary keyword phrases, or clusters, you will have hundreds to thousands of related secondary keyword phrases.

The secondary keyword phrases are usually 3-5 words long and may be very specific. You use these phrases in articles, free report titles and anywhere else you’re looking to build traffic. The more specific the term is, the more likely you are to be ranked.

You can build your Keyword Universe by using the free AdWords Keyword Plannerand exporting the list of keywords you discover into a categorized spreadsheet. From there, you can use tools like Advanced Web Ranking to find out where you rank on the keywords, and track your progress month to month. You can manually check the competition on keywords also, so that when you choose a keyword, you’re picking a keyword fight you can win. When we produce these for our clients, it’s a 20- to 40-hour process in total.

Picking Out Desirable Keywords

Mary Van Doren is our lead copywriter and I love her insights on SEO. She’s a trained wordsmith, so if anyone can squash a keyword into a sentence and make it sound like they’re not even trying, it’s Mary. Here’s what she suggests:

  • Seek out keywords with other desirable traits besides their keyword competitive index(KCI). It’s easy to nail the SEO without even trying, or at least without writing the often dull copy you wind up with when you have to manipulate your text awkwardly to include less targeted keywords.
  • Look for nouns that score well in both singular and plural, since it’s always a challenge to use one or the other only. We just write naturally that way using both.
  • Keep your eyes peeled for keyword phrases that consist of “how to” plus a verb. They rank well, and imagine how easy it is to write “how to” in a variety of sentences.
  • You’re in luck if you can locate keyword phrases in which the last word of keyword phrase 1 is the same as the first word in keyword phrase 2. If “clinical laboratory” and “laboratory business” are both in your universe, you’ll get double the pleasure every time you write “clinical laboratory business.”

SEO campaign management is a bit of an artform, isn’t is? I’m not ashamed to admit that researching keyword can be considered an actual hobby of mine. First, you get to analyze the data in front of you, then you create a product that uses the data, then you see if your data and product produce the results you hypothesized. If they don’t, try try again; And if they do, try, try again! Long-time Mequoda operators have 30 or more RCLPs and freemiums in their arsenal; how many are in yours?


Source :