flevyblog

Flevy Blog is an online business magazine covering Business Strategies, Business Theories, & Business Stories.
MANAGEMENT & LEADERSHIP STRATEGY, MARKETING, SALES OPERATIONS & SUPPLY CHAIN ORGANIZATION & CHANGE IT/MIS Other

How to Effectively Manage PPC Ad Campaigns

Editor's Note: Take a look at our featured best practice, Digital Marketing Agency Business Plan (344-slide PowerPoint presentation). Curated by McKinsey-trained Executives Unleash Your Digital Marketing Agency's Potential with Our Comprehensive Business Plan Toolkit Are you ready to launch your own digital marketing agency but unsure where to begin? Look no further than our complete **Digital Marketing Agency [read more]

Also, if you are interested in becoming an expert on Digital Transformation, take a look at Flevy's Digital Transformation Frameworks offering here. This is a curated collection of best practice frameworks based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. By learning and applying these concepts, you can you stay ahead of the curve. Full details here.

* * * *

Corralling PPC ad campaigns in an optimal and efficient way is an ambition that any digital marketer should aspire to.

Of course while there are lots of different strategies that might be worth pursuing in this context, only a few will actually get you where you want to be. Here are just a few examples of the right steps to follow when perfecting your PPC portfolio.

Set Targets

Before campaigns get underway, you need to set down exactly what you want to get out of them. This is all about providing you with milestones to aim for, and also enabling you to measure the relative successes or shortcomings of each campaign for which you are responsible.

These targets do not need to be the same for every campaign, and it really depends on what results you want from your paid search marketing efforts. Conversions are commonly used as the yardstick for PPC success, although you might equally want to see a specific increase in site traffic, or perhaps earn a set number of views for a piece of content that you have produced.

Another factor to keep in mind when working out targets for a campaign is that they need to be realistic. While ambitious goal-setting might seem like it will motivate you, in reality it will be less helpful in the long run, both in terms of measuring the campaign’s success and when it comes to the damage done to morale by missing an overly lofty aim.

Research Keywords Carefully

Without an in-depth investigation of the kinds of keywords you should be targeting, your campaign could either fail to hit its mark, or end up costing you a big chunk of cash without actually generating the sales you were looking for.

There are a multitude of PPC software tools designed to assist with this, as well as more broadly with the management of campaigns.

You will also need to use your own common sense and growing experience to pick keywords that will be relevant to your audience, as well as affordable enough for you to bid on without blowing your budget and ultimately failing to stand out alongside more dominant competitors in the same space.

Another aspect of your keyword research is singling out negative keywords, which refers to those that are not actually relevant to the landing pages you are promoting, yet might erroneously be associated with your PPC campaign by the search engine in question. Pinpointing these will ensure that this does not happen, and will minimize budgetary wastage.

Perfect Your Landing Pages

While you might spend a lot of time thinking about the nuts and bolts of your PPC campaign at the technical end, looking into targets and dealing with keyword research, it is also important to remember that landing page optimization is another crucial aspect of the unified whole.

This is about more than just making sure there is a call to action on the page that people who click the ad are presented with; the entire thing needs to be finely tuned to key into what visitors are expecting to see.

The worst thing a landing page can be is irrelevant, so make sure that the ad copy in your campaign represents it appropriately, and that the page includes engaging content that will fulfill the needs of prospective customers.

Always test out landing pages, see which are earning the most conversions and use these as the basis for your campaign, while also remembering that there is always room for improvement.

Final Thoughts

Ideally, over time and with effort and attention to detail, your management of PPC campaigns should improve. Of course this is not always a given, and consulting with specialists in this field will often be the most efficient way to find out where there are deficiencies in your current management tactics so that you can address them.

You should also be eager to cast a critical eye over your own efforts, drilling down into the data and being capable of accepting when something isn’t working, even if you were initially convinced that your great new idea was a surefire hit.

PPC marketing is a mixture of a science and an art, as well as being a discipline which changes rapidly as trends emerge. So you cannot afford to rest on your laurels, or to assume that something which worked in the past will always be effective.

Keep all of this in mind and your path to PPC success should be straightforward, if not without its share of trials and tribulations.

34-slide PowerPoint presentation
Are you looking for an effective digital marketing template plan for 2024? Look no further! Introducing our new and improved digital marketing template plan designed to capture your audience's attention, generate interest, create desire, and prompt action (AIDA model). This template [read more]

Want to Achieve Excellence in Digital Transformation?

Gain the knowledge and develop the expertise to become an expert in Digital Transformation. Our frameworks are based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. Click here for full details.

Digital Transformation is being embraced by organizations of all sizes across most industries. In the Digital Age today, technology creates new opportunities and fundamentally transforms businesses in all aspects—operations, business models, strategies. It not only enables the business, but also drives its growth and can be a source of Competitive Advantage.

For many industries, COVID-19 has accelerated the timeline for Digital Transformation Programs by multiple years. Digital Transformation has become a necessity. Now, to survive in the Low Touch Economy—characterized by social distancing and a minimization of in-person activities—organizations must go digital. This includes offering digital solutions for both employees (e.g. Remote Work, Virtual Teams, Enterprise Cloud, etc.) and customers (e.g. E-commerce, Social Media, Mobile Apps, etc.).

Learn about our Digital Transformation Best Practice Frameworks here.

Readers of This Article Are Interested in These Resources


118-slide PowerPoint presentation
Introducing the Ultimate Digital Marketing Business Toolkit: Propel Your Online Success Today! Are you ready to unlock the secrets of digital marketing and supercharge your business's online presence? Look no further! Our comprehensive Digital Marketing Business Toolkit is here to revolutionize [read more]


 
78-page PDF document
 
 
17-slide PowerPoint presentation

About Shane Avron

Shane Avron is a freelance writer, specializing in business, general management, enterprise software, and digital technologies. In addition to Flevy, Shane's articles have appeared in Huffington Post, Forbes Magazine, among other business journals.


Complimentary Business Training Guides


Many companies develop robust strategies, but struggle with operationalizing their strategies into implementable steps. This presentation from flevy introduces 12 powerful business frameworks spanning both Strategy Development and Strategy Execution. [Learn more]

  This 48-page whitepaper, authored by consultancy Envisioning, provides the frameworks, tools, and insights needed to manage serious Change—under the backdrop of the business lifecycle. These lifecycle stages are each marked by distinct attributes, challenges, and behaviors. [Learn more]

We've developed a very comprehensive collection of Strategy & Transformation PowerPoint templates for you to use in your own business presentations, spanning topics from Growth Strategy to Brand Development to Innovation to Customer Experience to Strategic Management. [Learn more]

  We have compiled a collection of 10 Lean Six Sigma templates (Excel) and Operational Excellence guides (PowerPoint) by a multitude of LSS experts. These tools cover topics including 8 Disciplines (8D), 5 Why's, 7 Wastes, Value Stream Mapping (VSM), and DMAIC. [Learn more]
Recent Articles by Corporate Function

  

  

  

  

  

The Flevy Business Blog (https://flevy.com/blog) is a leading source of information on business strategies, business theories, and business stories. Most of our articles are authored by management consultants and industry executives with over 20 years of experience.

Flevy (https://flevy.com) is the marketplace for business best practices, such as management frameworks, presentation templates, and financial models. Our best practice documents are of the same caliber as those produced by top-tier consulting firms (like McKinsey, Bain, Accenture, BCG, and Deloitte) and used by Fortune 100 organizations. Learn more about Flevy here.
  


OUR CORE OFFERINGS
Flevy Marketplace: Top 100
· Strategy & Transformation
· Digital Transformation
· Operational Excellence
· Organization & Change
· Financial Models
· Consulting Frameworks
· PowerPoint Templates
FlevyPro (Subscription Service)
KPI Library
Streams (Functional Bundles)
Flevy Executive Learning (FEL)
PowerPoint Services

FREE Resources

About Flevy
Management Topics
Marcus (AI-Powered Consultant)
Partner Program
LinkedIn Influencer Marketing
FAQ / Terms / Privacy / Blog
Contact Us: support@flevy.com



CONNECT WITH US!
       
TOP 100 TRENDING TOPICS
Acquisition Strategy
Agile
Analytics
Artificial Intelligence
Balanced Scorecard
Best Practices
Big Data
Breakout Strategy
Business Continuity Planning
Business Plan Financial Model
Business Transformation
CMMI
COBIT
Change Management
Cloud
Communications Strategy
Company Financial Model
Competitive Advantage
Competitive Analysis
Consulting Frameworks
Continuous Improvement
Core Competencies
Corporate Culture
Cost Reduction Assessment
Customer Experience

BROWSE BY FUNCTION
Strategy, Transformation, & Innovation
Digital Transformation
Operational Excellence and LSS
Organization, Change, & HR
Management Consulting

Customer Journey
Customer Service
Cyber Security
Data Privacy
Decision Making
Digital Marketing Strategy
Digital Transformation
Digital Transformation Strategy
Due Diligence
ESG
Employee Engagement
Employee Training
Enterprise Architecture
Growth Strategy
HR Strategy
Hiring
Hoshin Kanri
ISO 27001
ITIL
Information Technology
Innovation Management
Integrated Financial Model
Kaizen
Kanban
Key Performance Indicators

ADDITIONAL RESOURCES
Business Strategy Frameworks
Case Studies
Consulting Training Guides
COVID-19 Trend Data
Digital Transformation
Financial Advising Services (FAS)

Knowledge Management
Leadership
Lean
Lean Manufacturing
Logistics
M&A (Mergers & Acquisitions)
Manufacturing
Market Research
Marketing Plan Development
Maturity Model
McKinsey PowerPoint
McKinsey Templates
Operational Excellence
Organizational Change
Organizational Design
Performance Management
Post-merger Integration
Pricing Strategy
Process Improvement
Process Maps
Procurement Strategy
Product Launch Strategy
Product Strategy
Project Management
Quality Management


Free Resources
KPI Library
Lean Management
Lean Six Sigma Training Guides
Marcus Insights
Operational Excellence

Real Estate
Remote Work
Restructuring
Risk Management
Robotic Process Automation
SWOT
SaaS
Sales
Scrum
Service Design
Six Sigma Project
Social Media Strategy
Strategic Planning
Strategic Thinking
Strategy Development
Supply Chain Analysis
Sustainability
Target Operating Model
Team Management
Total Productive Maintenance
Value Chain Analysis
Value Creation
Value Stream Mapping
Visual Workplace
Workplace Safety


Product Strategy
Small Business Owner
Startup Resources
Strategic Planning
Strategic Planning Process
Value Innovation Strategy


© 2012-2024 Copyright. Flevy LLC. All Rights Reserved.