Pay-per-Click: Do-it-Yourself or Interactive Agency?

pay-per-clickOnce you have a Pay-per-Click (PPC) campaign set-up, why would you need an Interactive Agency to  maintain the campaign for you? Isn’t it simple enough to maintain yourself?

Protect Your Investment

Because you are spending money each time someone clicks on your PPC ad, you want to make sure you are attracting the right traffic with each click– and not throwing away money.

Your ranking for PPC is not only determined by how much your bid is, but also how “good” your ads are. If you have a great ad, you should have a high Click-Through-Rate. It’s completely possible to be paying less for the #1 spot than for the #2 spot, merely because your ad is better than #2’s.

Not only that, Google Adwords, is looking at your ad quality, keyword quality and landing page quality.  That means you have to conduct ongoing testing, measuring and tweaking of your ad copy, keywords, and landing pages.

8 Things You or Your Interactive Agency Must Do

#1:  Keyword Research and Selection

Both with the initial set-up of a PPC campaign and on a regular basis, you need to conduct ongoing keyword research to make sure the campaigns are  employing the appropriate keywords. With the help of reporting software, you can track which keywords are contributing to leads and sales and make adjustments.

#2: Creative Development

By writing custom and unique creative (titles and descriptions), you can maximize click-through and conversion rates. Ads can be tailored to each keyword set to ensure maximum click-through rates (like including the keyword in the ad variations and having a great call-to-action or offer).

#3: Creative Testing

Perform periodic testing of new creative (Titles and Descriptions). The ads can be tested through A/B split testing, so that you can tell which ad copy is performing and make adjustments. By creating additional ad tests that will attempt to beat the winner, you can constantly improve click-through rates, thereby minimizing per-click costs.

heat-tracking#4: Landing Page Identification & Testing

When setting up and maintaining a PPC campaign, you’ll want to identify the best existing destination for the ad, and constantly improve that landing page to improve website conversions (leads and sales).  Read more about the importance of a good landing page. You can also conduct A/B split testing on landing pages to identify the best landing page. Using eye-tracking heat maps, you can tell where visitors hover and click their mouse. “Spy” tools like these help you make significant improvements with your landing pages.

#5: Implement Campaign Tracking

By implementing tracking codes into your website like Google Analytics, you can watch visitor behavior, track conversions straight down to the keyword and ad copy and make adjustments on your website to improve conversion.

#6: PPC Account Settings

You will need to constantly monitor the numerous Account Settings (daily maximum spend, match type like phrase match or exact match, countries, etc.) to maximize business goals.

#7: PPC Bid Management

You or your interactive agency will also have to perform PPC bid management tasks like bid gap monitoring, bid price changes and bid position maintenance. This will maintain your position (ranking) and minimize the cost for being in the desired position.

#8: PPC Analysis

At the end of each month, an interactive agency can prepare a report of individual keyword costs, conversions, and performance trends. This is a written document that is discussed by conference call to discuss previous month activities and next steps.

The Key to Success is in the Campaign Improvements

As you can see, the key to a successful PPC campaign is not all in the set-up, it’s in the ongoing improvement of site conversion through the tweaking of keywords, ad copy (changes to Title/Description), bid adjustments and landing pages. Depending on the size of your campaign, these activities can be done on a daily or weekly basis.

Who is Available to Give the PPC Campaign Attention?

The fact remains, your Pay-Per-Click campaign needs attention to protect and maximize your investment. Otherwise, you are throwing money away. The key question to ask yourself is, are your prepared and equipped to handle the efforts needed to make your campaign a success?  If not, an interactive agency like Thrive Marketing would be happy to give you a quote for setting up and/or managing your PPC campaign.

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