Managing PPC Accounts - Essential Tips

It is important to have a strategy for managing pay per click (PPC). PPC advice often remains the same, no matter the size of the account. For example, it’s a good practice to rotate the ad text and use broad match moderately. If you are managing a PPC account with a large budget, then your strategy will change. Read more below.

If you are managing the PPC campaign of a large client with a large budget, you have more freedom to explore new strategies to drive leads. You have to be sure leads are at a decent cost per acquisition or a good return on investment on the campaign. Here are a few tips to help you build and manage a successful PPC campaign.

Use Adwords Editor:

AdWords editor can be a huge help for managing large accounts with hundreds of keywords. With Adwords Editor you can alter your campaign easily and in bulk.

Plan Your Expenditure Well:

You have to keep track of your PPC budget and know where you are spending money. This can get complicated with keywords and ads numbering in the thousands. For a big client with multiple products and services, there are also a large number of campaigns. To monitor your budget you must create saved filters within your PPC management tool (or Adwords). In your PPC management tool, you can create a performance-based filter; it will separate your keywords on the basis of categories like money spent, clicks or conversion. You can then easily monitor keyword performance.

Breaking Out Your Campaign:

Once you know how your account is performing, you can break out your campaign for better conversion. For instance, if your campaign is doing comparatively better in certain states, you can break out your campaign using geo-targeting. In addition to giving you a chance to create ad copy written to attract a certain state, this will allow you to bid more or less on your keywords based on performance.

Ad Text Testing:

A large account will have many ad groups, and checking how each ad is doing in every group can be a tough task. This is where you have to be smart and create a standard testing procedure. One way can be to create 3 ads per ad group. These three can include a branded ad, a keyword specific ad and the third one that uses both brand and keyword. Use similar content to write ads so that you can use filtering options to know how the ads are performing.

Create The Report The Client Would Want:

You must know what your client is looking for or needing in results. You must make it clear during early meetings what your key performance indicators are. In most large accounts, managers do not need granular reporting. You may be required to provide the conversion volume, cost, cost per conversion and their variations week over week.

As a last tip, it is important that you create reports for your own reference. You need to know how the performance was and what needs to be changed. It is always advisable to use a pay per click management software so that you get complete up-to-date results and specific budget details. Save your self from manual data entry and use software that will manage your budget as efficiently as possible across various search engines. Follow these tips and see your campaign soar!

The writer is associated with Ideagility, a leading Internet marketing company providing expert PPC and SEO services Austin is the base of their operations.