Profitable Accounts Through Pay Per Click (ppc) Management

The art of Pay Per Click (PPC) management is to look out for those hidden gems within your PPC account. Think about when you do that long put off spring clean at home only to find a long lost tenner at the back of the sofa or when you pull the fridge to clean the floor you find some mouldy food there. Managing your PPC account is somewhat similar. You are looking out for some fantastic new keywords or you might find an ad group that is eating up your budget without coming up with the results you need. You may have purposely left certain keywords or a problem ad group to one side as you’ve had to focus on other more pressing elements on the account, so when you get the time you should get organised and spruce up your PPC account.

One great way of giving your PPC account an overhaul is to compare your past performance to now by using your analytics. AdWords allows you to do this on most levels whether at ad group, keyword or campaign level. You can also hone the results even more by using segmentation according to distribution network for example. When it comes to looking for ways to increase the account’s profitability this is a great method and you can quickly unearth issues that are dragging your performance down. It can take time to get the results but it’s well worth the effort.

Look at all the accounts and this includes anything that has been paused. Take as much data as you can because the bigger the data sample the more useful the results will be. Look at number of conversions, the cost per conversion and rate of conversion to get some detailed information. By exporting the data into Excel you can really sort through the data and make comparisons quick and straightforward.

Next, look at the CPL (Cost Per Lead) for each ad group. This is the key to effective Pay Per Click Management. Is the CPL going up or down? On average where is the CPL sitting? What are the click-through rates and the conversion rates? There can be many reasons that your performance changes and this amount of detail will help you investigate any anomalies. Once issues have been found you can start to run specific more detailed reports to get to the bottom of things. If you do this type of account maintenance regularly you’ll have profitable PPC accounts.

By: John A Holland

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Adrac provides a professional Pay Per Click management campaign and strategy, implemented by experts in the industry. Adrac are an Adwords Qualified Company in the UK with years of experience in Adwords campaign management.