Data is the cornerstone for any pay-per-click (PPC) marketing campaign. It is imperative that marketers know what their primary goal from their paid search (PPC) campaigns is. They need to declutter the excess data before attempting to revamp the campaigns.
Enhancing Pay-per-click (PPC) Campaigns
A few methods of enhancing the paid search campaigns are listed below:
- Monitoring the channels and campaigns: In case the marketers are conducting their campaigns across multiple channels; it is highly essential to observe which channel is performing well for their primary key performance indicator (KPI).
- Monitoring the budget and impression share: It is a good practice for marketers to assess the budget and evaluate the search impression share (as it mainly depends on bidding on their own branded terms).
- Applying bid adjustments as per hour of day and day of week: Generally, manual bid management is done at the keyword level. Marketers can adjust the bids by hour of day or day of week depending on the performance in order to boost the results.
- Making bid adjustments depending on the location: Some locations perform better than others. It is imperative to evaluate the performance based on the location and make the bid adjustments accordingly.
Conducting search query analysis and checking for negative keywords: Marketers need to conduct search query analysis in order to check for negative keywords so that they can eliminate these keywords from their campaigns (as they may not convert).