Google Ads is one of the best ways to create a positive ROI for new customers. The question is, what is the purpose of a successful PPC management strategy? Through this beginner’s guide, you can learn exactly how to prepare, implement and maximize your PPC strategy. From goal setting to campaign structure and optimization, you’ll be up and running successful PPC campaigns in no time. Until we dive in, let’s describe precisely what PPC management is and what it means for the ROI-driven marketer.
What is PPC Management?
PPC management is where a marketer (or a marketing team) manages the entire PPC advertisement campaign and budget of a client. This can be achieved by an in-house team of advertisers and media buyers, or by outsourcing to an external agency.
The PPC professional (or agency) usually performs the following tasks:
- Keyword research: Uncover and identify the keywords the target audience is searching for.
- Target channels: Select increasing media channels have been paid to pursue. These can include Google Ads, Bing Ads, Display Networks and even Social Media Advertising.
- Monitoring of PPC: measuring each strategy and keyword for effectiveness, ensuring that PPC activities yield positive ROI.
- Competition analysis: look at what the competition is doing, what keywords they’re targeting and the ad creative they’re using (to expose the holes they can fill in on their own).
- Campaign optimization: follow-up of campaign structure and optimization based on high-performance keywords. For example, if 10% of keywords are used in most organizations, you would want to focus your budget on those keywords to boost ROI.
- Split testing: A / B constant monitoring of new ads and landing pages. Regular observations in the entire PPC funnel.
Not every organization has the resources to hire an operational PPC manager. It might, therefore, make more sense to employ an agency — especially if you’re new to the world of PPC (and media buying in general) or lack in-house resources to take care of it yourself. Now that you know what PPC management is all about, let’s look at how to do it efficiently in these four main areas.
1. Set Realistic & Data-Driven Goals
Successful PPC campaigns are focused on simple road maps. In other words, you need to know where you’re going and what you want to do before you get started.
The first point to know the key business metrics. These steps will include:
- Customer Lifetime Value (LTV)
- Customer Acquisition Costs (CAC)
- Return on Ad Spend (ROAS)
- Return on Investment (ROI)
- Average Deal Size
- Product Margins
Whatever your “true north” metrics are, it is important that you use them as a benchmark for the performance of your PPC management efforts. It is also important to understand how each of these metrics impacts each other. Just because you get a 500% ROAS does not mean that your profit margins are safe as a result.
It’s also necessary to be reasonable about your expectations. It’s important to be positive about your PPC ROI and aim for the moon, but it’s impractical to expect a 1000% ROI right out of the gate.
So, what exactly are you expecting to get out of your PPC campaigns? Possible targets include:
- increasing the number of purchases: whether you are selling digital goods or running an e-commerce shop, getting website users to buy is your number one priority.
- Generate more leads: whether you sell B2B, high-ticket goods or professional services, lead generation is likely to be your top priority. The goal of your PPC campaigns will be to turn these visitors into eligible leads, which you can later grow into clients.
- Brand awareness: Whether you’re a new company or want to stay top-of-the-line in your market, PPC will help you do that. Of course, this should always be a by-product and not the aim itself, as the brand building does not always lead directly to a positive ROI.
Having these strategic goals in mind, each operational feature of the PPC can be re-engineered to achieve them. Begin this cycle with the revenue goals. For example, your target might be to produce an extra $100,000 over the next quarter.
Then, identify your average LTV or Average Order Value (AOV) to figure out how many new customers you would need to hit the sales goal. For example, if your AOV is $170, you would need to generate 589 new customers to meet your revenue goal.
However, using LTV could be a more practical approach. It will significantly decrease the number of customers you need to attract because it is the average amount that the customer would be able to produce over the course of a year (or several years).
With the acquisition strategy in mind, you can start developing strategies that work towards them. Identify keywords that have enough volume to attract the appropriate amount (and type) of traffic. To determine PPC exchange rates that used the information from your existing product and landing pages.
2. PPC Structure: Listen to Google, But Don’t Follow
When preparing your PPC campaigns Google can be a great source of insight. The thing is, your desires are not the same as theirs. Sure, their experience would make for a perfect guide. You can not just immediately accept them too.
Sure, Google does make setting things up incredibly easy (by reviewing the website for possible target keywords so you don’t need to work yourself). But it’s planned to generate as much money as possible for them.
When you’re new to the process, make sure that you pause your promotions as soon as you pass the onboarding period. This means you don’t waste get-go money and also have the ability to tweak and refine every aspect of your campaign.
Once you’ve completed the initial setup, optimizing and structuring your PPC campaigns for optimum productivity may begin. Here are the elements you should bear in mind:
- Keywords: Your keyword strategy should look like spaghetti on the wall, when you start. To put it another way, you’ll have to see what sticks. When you’ve run your campaigns for some time, you can build ad groups that target similar keywords. This affects the whole PPC marketing funnel greatly.
- Campaigns: Build a campaign for specific Product or Service areas. For instance, you might have one for branded words, several for categories with your specific goods, and another for words of competitors.
- Ad Groups: The ad communities support you bring advertising below the campaign stage together. This is designed to monitor which advertisements for which keywords are to be served. For example, by diving into a campaign for a particular category of things, you can create ad categories for each of your items.
- Ad copy: You need to customize your ad copy to attract the users who are looking for your target keyword. It requires using the keyword in the headline which includes elements of copywriting such as incentives, social evidence which motivation to get them to act.
- Ad Extensions: Use Ad Extensions to lock up more SERP real estate. These include extensions to the location, call extensions, and site extensions (as explained in the following example). By providing Ad Extensions, you’re making your advertising more attractive and more likely to raise your Rating Ranking.
- Landing Pages: Unique landing pages must be established for all campaigns. This is significant, as it bridges the gap between the question from the searcher and the conversion. By addressing the searcher’s unique needs (assuming realizing their intent), you are more likely to create trust and turn them into clients.
- Analytics: You have to calculate every stage of your PPC funnel. It enables you to see what keywords, advertising, and landing pages work. And unless you know what works, you can re-allocate your budget to those places and get your ROI overcharged.
Let’s put this in context and seeing this streamlined framework in practice. This is an ad that I see when I look for ” men’s running shoes:”
Because the keyword has a strong commercial purpose (I’m searching for a particular form of product, which means it’s highly probable I’m ready to buy) it makes sense to display a list of related items. Everything related to the keyword, ad copy and landing page. This means that this ad is likely to have a high-quality ranking, meaning more clicks at a lower rate.
Note, taking the reigns out of your PPC campaigns is essential for a good ROI. Suggestions from Google can be a fantastic way to seed your keyword research but you shouldn’t blindly pursue it. Do your own work on keywords and select the ones which make perfect sense for your company objectives.
Marketing is always a constant testing game—especially when you’re trying new stuff. You’re not just gonna beat home runs once you have certain material to work with.
3. Don’t Be Afraid to Burn Budget Early
Managing PPCs is no different. When you start dreaming up promotions about yourself and consumers, you need to burn some cash to see what works. But don’t worry: when you do it right, with a positive ROI, you can go through it again.
It’s important to cast a large net for reading the pulse of the sector over the first 30 days. During this time, the data you will gather will guide your long-term strategy and decide every keywords, ads, and landing pages to double down on.
One way to do this is to initially launch both specific and large match modifier (BMM) keywords. You could get the large net from the BMM keywords while seeing which exact match keywords influence conversions. This will help with budget allocation from the get-go if you can allocate resources to each and get two very different types of data to help carve strategy while not burning through the budget.
During this critical first month control your search query statements with a keen eye. You need to look at the following:
- New keyword ideas: Are keywords emerging that work well during the upgrade process you didn’t think regarding targeting?
- Negative keywords: Google can deliver your ads on keywords not applicable to what you’re offering. Connect these to your list of negative keywords, that are trigger words you want your campaigns to remove.
- Top-performing keywords: These are your keywords of “cash,” the factors that generate the majority of businesses.
You’ll want to switch such out of your own ad category once you’ve established your top-performing keywords. By doing so, you can increase your score inefficiency. A high-quality score means a higher ranking at such a lower cost on either the SERPs which in turn means a higher ROI!
To do this, create a new ad group by clicking on the “Build Ad Group” button below the specific campaign:
Now you can build a copy of advertising which targets this exact keyword. This means getting the keyword used in the title. The basic needs of all those investigators must be described in your summary copy:
Be sure to also calculate click-throughs and loading page performance throughout this initial 30-day span. This covers:
- Click-throughs on ad variation: Which ads do best? Split a copy check to optimize the headlines and copy to click-throughs.
- Engagement Landing Page: Are landing pages “stickier” than others? Look for certain variations that have lower bounce rates and higher time-to-page.
- Conversions: Which of your landing pages, advertisements, and promotions can produce the most conversions at last? Search for trends to replicate in the other target groups and campaigns throughout the design of just the landing page and the target copy.
With all these data in hand, you will make sure you refine your long-term PPC management plan to perfection. Ditch any keywords that don’t have value and waste money by adding them to your “bad keywords” list. Then use your top-performing with double-down assets on those that produce most conversions and sales.
4. Continuously Measure & Optimize to Supercharge Results
It’s your responsibility to plan your strategies for long-term success, with a long-term strategy in place. This can be achieved in two ways:
- Expand your PPC strategy with new campaigns, ad groups, and target keywords
- Split test your existing assets to boost performance
For increased efficiency, every stage of your PPC marketing funnel can be configured:
- Test new keywords to see how they work against existing keywords (but relevant)
- Split-test new ad variants with new headlines to summary copy
- Split-test landing page elements like headlines and call-to-action
First, identify which metric you’re trying to optimize before you start testing. Is it tariffs CTR, CPC or conversion? Your experiment is described by the metric you select. An experiment to improve CTR, for example, would probably revolve around target keywords or ad copy. Whereas a test would allow you to customize your landing page to increase the conversion levels.
It’s time to establish your theory until you know what it is you are optimizing to. This is simply a statement predicting the results of your A / B test. For example, “Our quality score will increase by optimizing and reviewing new articles, and the CPC will decrease.”
Then your hypothesis will tell your ideas for the A / B test. Using the above hypothesis these ideas may include:
- Including the target keyword
- Adding social proof e.g. number of clients served
- Different value propositions or USPs
- Customer results
Choose your idea by evaluating the idea’s effect if it works, how sure you are that it will work and how simple it is to execute it (also known as the ICE framework). With that in hand, the time has come to run the check.
Decide how long the test will run and what the sample size will be. It can be enabled by taking a specific timeline or completing the procedure when it exceeds statistical significance.
Google has a cool new feature while running new ads that make it possible to run experiments. Go to “Drafts & Tests” in the left-hand menu on Google Ads:
Then, pick “Fresh Experiment” under “Add Variations.” This is where you’ll build your latest ad variation from the campaign you’re trying to optimize against an existing ad.
Optimizely is a fantastic tool for web application tests, which you can use to quickly split-test various components. Simply add the Optimizely code generator to your website, and you can quickly check new elements on your landing pages:
When the research completes the allotted time period (or has attained statistical significance), it is time to calculate outcomes. What variation did the clear leader come through? If your experiment has been a success, pull it out as a permanent transformation. And get the cycle started again.
PPC management is, as you can see, a strategic strategy – not a series of development hacks or a bag of tricks. Profitable campaigns through Google Ads mean data is used to educate, automate and expand over the long run.
This guide should get you on the road to efficiently handling PPCs. Using the data available and what you collect over time to frequently exceed the ROI.