Pay-per-click (PPC) advertising is a worthwhile venture for nearly any business. However, there are three tasks you should complete every day to make the most of your PPC efforts. This article looks at those tasks.
Task 1: Monitor Your Key Performance Indicators
Key performance indicators (KPIs) provide invaluable information on how well a given campaign is doing. Examples of KPIs include:
- The number of people that clicked on each ad.
- The cost per click on each ad.
- The click-through rate, which is the number of people who clicked on each ad compared to the number of people who viewed it.
- The conversion rate of each ad. Roughly speaking, this refers to how many clicks it takes to generate a sale.
By checking up on these KPIs each day, you can get a better picture of which ads are performing well, which ones need revision, and which ones should be dropped to save money.
Task 2: Hone Negative Keywords
Another important daily PPC task is to hone your campaigns’ negative keywords. Per Google Ads’ support page on the subject, a negative keyword “prevents your ad from being triggered by a certain word or phrase.” For instance, if people searching for the phrase “men’s shirts” are likely uninterested in what your campaign has to offer, adding “men’s shirts” to your negative keyword list will keep your ads from showing up for those users. That means you won’t waste money showing the ad to people who are not potential customers.
Task 3: Hone Your Daily Budget
The third PPC task you should complete every day is to continually tweak your daily budget. For instance, if you learn that your ads are effective in the morning but taper off in effectiveness as the day goes on, you might tweak your ads to be more effective in the afternoon. Alternatively, you might cut back on afternoon ads, instead of concentrating your ads in the morning. You can also pay attention to the devices people are seeing your ads on and tweak your campaigns accordingly.