The following are eight straightforward and simple steps you can take to improve the effectiveness of your PPC campaign right away.
Before starting on any PPC improvement campaign, the first step is to determine what your concrete goals will be. Do you want to target a new demographic? Experiment with different PPC ads? Improve click-through rate or conversations? Whatever your goals are, they should be front and center beforeany analysis is conducted, so you have something to measure success or failure by.
Next, you’ll want to isolate the dates you’re going to analyze. The Internet is a fast-moving place, and what might be true one year could very well no longer apply the next year. By isolating a specific period of time and measuring improvements against that period, you’ll gain much greater insights. Try choosing a one month to one-quarter period of time.
What are the key metrics you’ll be using to determine success or failure? This is related to step one, since your core metrics should reflect your goals. For example, if your goal is to improve click-through rate, then obviously you’ll want to measure CTR throughout your analysis.
Next, you should analyze the way your PPC campaign is set up. Examples include how demographics are split up, how money is allocated, and which specific elements of your business are receiving PPC traffic.
After you’ve analyzed the structure of your PPC campaign, you’ll want to check out the actual value of the keywords you’re testing. SEMRush is an excellent tool for doing exactly that. Try to find keywords or alternative keyword phrases that can convert better than your existing ones, if possible.
Once you have a new set of keywords to test, compare them to your existing keywords and strategies through A/B testing. You should be able to see patterns within just a few days.
After conducting A/B testing, you’ll want to refocus our PPC efforts to the aspects of the campaign that had the greatest impact on your goals (as measured by your core metrics). By refocusing your PPC campaign, you’ll get maximum return on each marketing dollar spent.
If you aren’t using Google Analytics already, be sure to incorporate it into your website and PPC assets. GA provides a comprehensive suite of tools and analysis that can help you further improve your PPC campaign’s effectivenesPPC campaigns are best combined with other marketing campaigns, such as a text messaging service for business. This is because text messages are among the most read of all messages (with an estimated 98% open rate). By combining each of these services together, you can leverage them on top of one another to maximize the return on your marketing budget.
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