The reason which most of the people give of their failure in managing a successful PPC campaign is their inability to give proper time to it. Most people regard PPC is an automated process, and never realize that it requires optimization.
PPC management and optimization of the campaign is simple 30minutes a week process. However to start optimization, first you need to have the following factors right:
- Properly set the campaign
- Good ad text
- Negative keywords research
The lines below give a detail of how you can optimize your PPC campaign on both Search and Display Networks, in the minimum time.
1. Search Campaign:
For a search campaign you need to follow the following steps.
A) Search Query Report Review:
You can do this activity once a week and it would hardly take 5-10 minutes. In the review of search query report, the factors you need to analyze are:
- The phrases you can add in your ad text
- The negative keywords you need to keep or remove from your campaign
- Analyze the keywords on the basis of their impression and cost
B) Keyword Profitability Review:
This activity can be performed once or even twice a week, and would take 10minutes of your time. In this review phase:
- Check the expensive keywords and make sure that they are generating profit
- The keywords that aren’t profitable reduce the bids on them.
- If no keyword generates profit, then you need to check, your landing page, whether you are spending extra, or your keyword has a tough competition.
C) Ad Variations Test:
The activity will hardly take 10minutes, and you need to do it every other week or so. The reason why it’s done after every two weeks is that small business campaigns won’t get that much data in one week to make a decision on it. In this phase, you can test different ad copies for winning and losing ads.
2. Display Campaigns:
For an internet marketing display campaign, following steps should be considered:
A) Review Placements– Taking 10minutes of your time, and done once a week, in this phase, you check the automatic placements. See the ones that exceed your CPL goals, and add them to campaign, and back off on those, which are costing you more.
B) Ad Variations Test– Same as for Search campaigns, you need to do this activity every other week, and it would take 10 minutes. The whole process is same as Search campaign; the only thing, you need to do is to emphasis in ad text writing and make it as creative and propositional as possible.
In short, with the detail mentioned above, the ‘no time’ would no more be an excuse for you to optimize your campaign. The above mentioned activities take the minimum time you can give to your campaign.