One of the best digital marketing strategies for engaging with your audience and directing them to your website is pay-per-click (PPC) advertising, especially if that click leads to you acquiring a new lead, or better yet, an actual sale. To make sure that your PPC process is functioning smoothly, you should do these three things every day, so you can continue to reap the benefits of your PPC advertising.
Without evaluating the effectiveness of your PPC campaigns, you’ll have no way of knowing whether they’re doing your company any good. To evaluate each campaign, you should measure the most important indicators of success, and the specific KPI’s that you use will be determined by what the objective of your specific campaign is. However, some of the most common indicators which are measured include the number of clicks, the click-through rate, the cost per click, and the conversion rate. These should give you a pretty fair idea of how effective your campaign has been.
Review your negative keywords
The reason you want to do this is that you don’t want your PPC ads being displayed to people who are very unlikely to buy your products. Since search behaviors change very frequently, you should review your list of negative keywords daily as well. Negative keywords operate to exclude certain audiences so that your ad will not reach them, and that way you won’t be wasting your advertising efforts. Using these negative keywords tells the search engines that you do not want your ad displayed to people who are searching for those keywords. For instance, if you’re a retailer who sells men’s clothing, you might want to use negative keywords like ‘women’s clothing’ or ‘women’s fashions’.
Review your daily budget
Most advertising outlets, AdWords for instance, are not driven by a fixed budget, and after you’ve made your daily review of PPC performance, you may want to change your daily budget accordingly. This generally involves re-allocating of funds across the days of the week, so as to achieve better results with that funding placement. An example of this would be when you realize that your ads are generating much more traffic on Monday through Wednesday, and are generating very little traffic on Thursday and Friday. This will allow you to make the most of your ad spend, and get the best return on investment.