Guide to Effective PPC Management for Businesses

1. Guide to Effective PPC Management for Businesses Businesses always need to be on the lookout for new strategies to boost revenue. One such effective method is pay-per-click or PPC advertising. There are mainly three important steps involved in pay-per-click advertising— creation of an attractive ad, target audiences liking and clicking on the ad and lastly, you paying for every click you get on the ad. However, in order for people to click on your ad, it is necessary that they first get to see it. Only if your ad has received the top position, it will get maximum clicks and views. This is why advertisers always strive for the top position for ads. But in order to get the high position, companies need to pay for it. Here are some of the effective PPC management tips that you can consider: It is important to ensure that your ad groups are narrow and focused. Ad groups are basically collection of one or more ads that are focused on a common set of search terms or keywords. To make a PPC campaign successful, it is important to develop ad groups because this will help search engines in determining the keywords that will be used for triggering your ads. It is expected to keep the number of ad groups manageable even though there is no set limit on the number of ad groups a campaign can have. It is recommended to bid on ad keywords and terms. The logic behind this move is in addition to ranking first in organic search. PPC ads enable a business to occupy more space on the SERP (Search Engine Result Pages) which entices click- throughs. As compared to organic search results, if paid ads are being clicked, it will help in driving traffic to focused

2. landing pages where visitors are more likely to convert. Bidding will provide a cost-effective way to capture leads. Another effective tip for PPC management is bidding differently on desktop, mobile or tablets. Google has started rolling out bid adjustments for AdWords. This is allowing businesses to show their ads with more or less frequency on the basis of factors such as- where are people searching, when they are searching and the device they are using for search. Dynamic keyword insertion is also a tip that agencies providing PPC management services consider. This feature takes a user’s search query and updates the text of the ads to include keywords they searched. This can be activated by creating ads that include the dynamic keyword insertion code. Using ad extensions and call outs can also help in enhancing PPC management services. With ad extensions, ad’s real estate on a search engine result page or SERP can be easily maximised. This allows the inclusion of additional useful information that encourages users to click on your ad or to the ad extension link. This enables features such as mobile click-to-all so that phone calls can be directly generated from your ads.