One of the things we know our clients bring up all the time is managing their own marketing campaigns. Who can blame them? It seems like a very logical way for them to have an employee (or them self) manage everything and save some of the cost for an agency to do it. If that’s you then read this article about things you should know for ppc campaign management.
It is extremely easy to set up and get a Google AdWords campaign running. Simply sign up, think of some relevant key words and get Google to insert them as sponsored results for searches made. Managing the account after the fact, though, can quickly get out of hand if you are not very careful with your keywords choice and the way your website is represented through web user’s searches.
You must take the time and effort to put yourself in the position of a potential customer who you would like to be attracted towards your website. Google’s pay per click scheme can quickly run high costs if you do not have a good turnover rate for the number of clicks that lead to satisfied customers for your product or service.
Getting Your Keywords Right Is Critical
A good example would be a hypothetical company that sells weight lifting supplies such as dumbbells and exercise equipment online. If you choose, “weight” as a key word by itself, your campaign will lose relevance as your website pops up in response to searches made for all manner of unrelated queries like, “Weight loss supplements” “Industrial weight and scale supplies” “Weight training center near Little Rock, Arkansas” and more.
In order to effectively manage your search engine marketing campaign, you must reduce the unnecessary costs of these advertisements while focusing more of your investment on those queries that result in actual sales.
Use Landing Pages
Sending all traffic to your home page is not always the correct way to promote your business effectively. In putting yourself “in the customer’s shoes”, you must determine if your website is structured in a way that consistently leads them down an organized and well-designed path that leads towards sales.
A good analogy would be using GPS navigation while driving. If you are driving to another city, and your GPS sends you through some run-down mountainous roads without any sign of your intended destination in sight, you naturally begin to feel skeptical and may turn back.
Online, you almost certainly will turn back if you feel lost. Landing pages produce a feeling that the customer has made the correct choice by responding exactly to the query that they made in the first place. This does the same service that a set of road signs assuring, “yes, you are on the right track, only a little bit further to go” does.