Many companies including big brands usually spend too much on pay per click campaigns without sufficient return on investment. We can create and manage Adwords (Google), Adcenter (Bing), or Yandex campaigns with the following guidelines:
Step 1. Structure/Organization. Are your campaigns and ad groups set up with a logical and consistent naming system that makes them easy to manage? Are your ad groups specific enough, or has the day-to-day manager created very general ad groups?
Step 2. Keyword Analysis. Are you targeting all the proper keywords? Are you targeting potential related or long-tail keywords? Do you have negative keywords?
Step 3. Targeting Analysis. Are different targeting options set up properly? Geographic regions, demographics and device type are all crucial factors in AdWords campaign success.
Step 4. Quality Score. The Quality Score of your ads is an indication of how relevant the Adwords system thinks your ads are. To compute this metric, Google looks at the ad’s CTR, language used in the ad, and the content of the landing page. Quality Score directly impacts your CPC and ad placement, making it one of the most important metrics for you to keep an eye on.
Step 5. Cost Per Click (CPC). Are your CPCs high enough? Are your CPCs too high? You should be paying enough to get the clicks and conversions you need, but not bidding so high that it negatively impacts your ROI.
Step 6. Conversion tracking. Is your conversion tracking setup properly? Being able to see exactly which ads registered a sale or lead is critical for obtaining the intelligence required to optimize your campaigns.
Step 7. Ad optimizations. Do you have a system for optimizing ads? Are you performing A/B split tests? A commonly repeated phrase in online marketing is “always be testing”. Testing variations of ads, however minor, can help you boost your ROI.
Step 8. Site extensions. Are you utilizing all of the site extensions that Adwords has made available? Site extensions can allow your ads to stand out from the competition and realize a better CTR. Google makes so many changes within Adwords that it can be easy to miss a new site extension that’s appropriate for your business.
Step 9. Landing page optimization. Similar to ads, are you testing different variations? AdWords is just as much about what happens when visitors gets to your site as it is what happens before. No matter how good your ad, it’s possible to lose conversions from poorly designed or irrelevant landing pages.
Step 10. ROI tracking. Last, but certainly not least, is tracking your return on investment (ROI) or return on ad spend (ROAS). Tracking your ROI over time can let you know how profitable you’ve been and understand whether or not business goals are being achieved.