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Five PPC Shortcuts to Simplify Your Life and Save Time

PPC Shortcuts to Make Your Life Easier

PPC (Pay-Per-Click) advertising is a great way for organisations of any size to target potential buyers and create more visits to their site in a non-organic way. However, with incorrect management it can prove costly and time-consuming.

It’s very easy for the average user to get carried away with everything that PPC has to offer. If you don’t fully understand what you’re doing, PPC can become a complicated mess of keywords, landing pages and ad campaigns, most of which will start to become pointless. In order to save both time and money, it’s important to know what you’re doing. Here’s a list containing five of the most common missteps we see PPC users make, and our PPC shortcuts to making the management of your own campaigns far less stressful an experience.

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One: Too many useless keywords.

Some people are still sticking to the old method of creating keywords for every possible combination of the words you want to use, as well as creating keywords for instances where some words have been misspelt. These days, Google has advanced beyond the need for such time consuming and untidy practises, and will now recognise different variations of your keywords. Having more keywords can dilute the effectiveness of your campaign and make management and reporting far more complicated a job than it needs to be. The best move forward if you find yourself in this situation is to look through your keywords and cut away all the poorly performing ones.

Two: Too many useless ads.

In a similar theme to the keyword issue, overpopulating your account with hundreds or thousands of campaigns is only going to complicate the management and analysis you need to carry out in order to tweak and improve them. Clean up all those unwanted/unnecessary ad campaigns and focus on improving the best performing ones.

Three: Too many useless landing pages.

A common misconception is that having more landing pages significantly improves quality score and conversion rates. In truth, the improvement in quality score is incredibly minimal compared to the improvement you would see if that time was spent on developing and optimising a far smaller group of landing pages. The same applies to improving conversion rates. Click here for more information on how to create a great landing page.

Four: Scale your budget depending on the level of success you’re experiencing.

One common problem we see is when PPC users don’t realise that an improvement in the quality of a campaign is needed more than an increase in budget. Without a quality ad campaign or with poor landing pages, conversion rates are going to be lower. Increasing the budget of your campaign is only likely to lose you money in this situation. Work on improving the campaign and the overall user experience of your website, and once you can see a healthy level of conversions for what you’re spending, then look at increasing your budget. This is about maximising your ROI.

Five: Large amounts of time spent working out reports and analysis.

Research has shown this to be one of the most time consuming elements of PPC. Obviously reporting and analysis needs to take place if you hope to develop a successful campaign, and unfortunately there is no way around it. However, you can make life far easier for yourself with features such as AdWords Scripts. This allows you to create custom reports using code, saving on the huge amount of time spent creating each one manually. If you’re not too sure about coding, you can always look for help online or have someone else do it for you.

Attending to these issues and making use of our PPC shortcuts will make campaign management a far simpler task. Audiences are always changing, so being aware of what they are responding to and adjusting your PPC campaigns accordingly is extremely important. It’s no use creating one good campaign and leaving it to its own devices; eventually you will end up wasting most of your budget no matter how good the initial campaign is. If you’re looking to create your own PPC campaign or are having trouble managing an existing one, please feel free to contact us for more information.

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Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.