Pay Per Click (PPC) is a form of advertising managed through the Adwords platform. Relevant ads are shown based upon keywords people use in their search query. For example, type in ‘plumbers Sydney’ and you’ll notice that the initial few outcomes are ads served through PPC.
PPC is most effective for businesses using a website that has a product/service offering, one which folks are actively searching for. It’s suited for businesses of all sizes but particularly great for small companies that you can run ad campaigns for any little as $100.
Pay-per-click is a marketing channel driven by demand. Your PPC campaign results are dependent on the industry your small business falls under, the campaign budget and landing page conversion rate (i.e. the number of people see your page and act on your own website). Normally, PPC advertisers are going to a conversion rate of 2.70%.
If you wish to maximise ROI on the ad spend, ‘set and forget’ is not an approach you will need to adopt. You’ll need to monitor your campaign performance over a weekly basis and optimise your ads where necessary. In doing so, you’ll have the capacity to dial in the plan for top performing keywords and minimize dedicate to ones which are generating minimal return.
Setting up a PPC campaign isn’t hard to do but where most business owners get stuck is definitely the strategy needed generate high ROI. An effective campaign is made of many variables i.e. keyword selection, audience targeting, ad copy, bidding strategy…etc. Just getting one of these wrong are able to see your campaign perform poorly and leave you with an opening in your pocket.
While PPC can also work for almost any sort of company, I’ve learned that it rarely works on the first day. Furthermore I’ve never seen a successful “set it and then forget it” strategy. The fact is that regardless how good your bank account is, you can do better.
Thoughtful and consistent PPC account optimization activity is the road to achieving ROI from paid search. On the other hand, a “set it and forget it” technique is a bit of a death spiral that generally results in a cycle of lower Quality Scores, which leads to higher cost per clicks and lower ad position, which results in lower ROI, and ultimately failure.
For this reason In my opinion that PPC account activity even trumps Quality Score because the single most important PPC metric in your account. Thoughtful and consistent PPC optimization experiments is the road to doing well on all of those other PPC key metrics.
If I’ve convinced you in the significance of measuring and tracking your PPC account activity, here’s how to get it done. Set the date range towards the time frame you’re interested in, then click on the Download button to export the report in a CSV format. AdWords groups together different changes by campaign and ad group; for example inside the screenshot you will notice xjarkb there was 39 bid changes in a single ad group. So, to process the exported data, you’ll have to do some manual data manipulation in Excel to decompress the alteration history log.
A Less Strenuous Way to Determine Recent AdWords Account Activity
An additional way to quickly visualize your recent AdWords account activity would be to just grade your bank account utilizing the AdWords Performance Grader. This free tool will do a quick audit of the PPC account across 8 different key performance metrics, including Account Activity.
The report will calculate and display your Account Activity in the last 30 and 3 months and break it out by kinds of account optimizations are happening inside your account. Here’s an example of exactly what the Account Activity section of the AdWords Grader report appears like.
So in this particular example, you will notice the advertiser has produced/deleted or modified 2 campaigns during the last 3 months, made 10 ad text changes within the last 1 month, etc. Because of the anemic activity levels within the typical PPC account, I believe that PPC account managers ought to be embracing the idea of PPC activity being a success metric. When asked for important PPC metrics, PPC marketers tend to think of such things as CTR, cost per conversion, conversion rate, etc. – yet it really is only our ongoing PPC experimentation and optimization activities that enable us to perform well in many of these metrics.
Ultimately the way to succeed to maintain a wholesome quantity of PPC account activity is to really make it regular. For example, reserve at the very least twenty minutes every week for PPC optimization, spending a short while on each of the most critical PPC optimization tasks, like keyword expansion, negative market and keyword research, bid optimization, and ad text optimization. While this may appear like a lot of work, using PPC tools may add a bunch of leverage in terms of time savings and ROI.
Like with a diet or fitness plan, don’t go crazy by doing a large number of changes in one sitting and after that not revisiting for six months, but don’t get complacent and fall under a sedentary PPC lifestyle either. The good thing is that the PPC account activity bar is quite low. Just twenty or so minutes of PPC work each week would put you ahead of 90% from the other accounts out there.