Losing the Chaff in Your PPC Campaigns
Whether you are excelling with your current PPC campaigns or barely staying afloat, there is likely a ton of complicated elements that you consider when assessing its performance or creating new variations. If someone even dares to mention that you might need to restructure your PPC campaign, flashes of anger and despair appear in your mind – this can be one of the least fun aspects of marketing and management. While some complications and excess are required due to the nature of PPC itself, you do not have to likely deal with everything that is currently on your plate for these campaigns. In the following article, we’ll talk about some simple ways you can reduce the proverbial clutter in your campaigns and make future restructuring processes more streamlined.
Eliminate Weak Links
When we say “weak links”, we don’t mean literal links: instead, we’re talking about your poorest performing keywords! If you are pinging to Google dozens of non-performing keywords, then that simply makes it harder for you to sort through all of the campaign data in real time. This often happens with larger accounts and accounts that have pulled over keyword data from older accounts. By looking at the past three months of your keyword data and filtering through these by cost per click, overall cost, conversion rate and other factors, you can quickly discover which keywords just aren’t worth your time. You may save a potentially large amount of money, depending, which can then be focused into better performing keywords.
Group Themes Together
Once you have filtered through your non-performing keywords, it is now time to begin re-examining your keyword ad groups. This may result in the need to create additional ad groups, but you will now have more space and less clutter in your campaign overviews than you did with all of those previously useless keywords. We recommend that you include no more than a dozen keywords per ad group, so that you can keep track of each in an effective fashion and see what works, and what does not.
Group Top Performers Together
Once you have your groups outlined, we then recommend that you take another step in group creation. Your strongest performing keywords need to be monitored carefully and consistently; overlooking them due to them mingling with other, less effective keywords is a recipe for disaster. Because of this, we hope that you will create a specific group just for your top-performing keywords. This will also help ensure that they enjoy better ad copy and reduced keyword competition within the ad group itself. All in all, this seems like a no-brainer and an excellent way to further streamline your PPC campaigns.
Pinging to Google your best keywords is obviously what a PPC campaign is all about, but the subtle nuances of maintenance and restructuring can take all of the fun out of the experience. While we can’t help you avoid this entirely, the tips outlined above will help you organize any set of PPC campaigns in a way that will ultimately make it easier to reorganize or adjust whenever new situations demand it.