The 12 Steps to Success when it comes to PPC Campaign Strategy

Posted on / by Beyond Media global / in BMG's Marketing Blog
There are several methodologies used in PPC campaign management. In this article, we present you 12 steps to take in order to build a successful fundament for managing PPC campaigns.
Each Campaign Manager builds its techniques, methodologies, and recipes. Managing always has an individual nuance.
However, there are a few steps that everyone should follow. These are common and you should always consider when managing PPC Campaigns. Try to implement the steps in any PPC campaign in order to achieve the best possible results.

Step 1 of your PPC Campaign: Customer Goals and Objectives

Accounts that have clear performance targets always significantly outperform those. Where goals have not been clearly defined or are constantly changing. It’s a matter of organizing and consistency. Defining goals and objectives is critical in that it allows us to plan and use tactics. After tailoring to the needs of the client and his business. Of course, these goals also create pressure to perform, but this is what drives efforts. Defining clear goals for the performance of your campaigns is more likely to not strive for optimizing their full potential.

Step 2: Defining Strategies and Action Plans

After setting the goals the question remains: How can you achieve them? How to execute your campaigns in the right way in order to guarantee success and results?

A good help will be to start by pointing out each strategy already ahead of its intended outcome.

It seems simple, but it is an exercise that keeps the campaign manager focused on the most important tasks and helps you understand what action plan will be implemented to succeed in PPC campaigns.
Another aspects comes in mind here: When you are planning in advance the next steps you are able to react if the out come is not as you expect. By planning ahead of time, you are always more flexible and better prepared.

PPC Campaign step 3: Focus on Essential Tasks

When getting started with PPC campaigns, there is a tendency on the part of campaign managers to go into detail and scrutinize each number.

This pattern is unattainable and requires an incredible workload, it is with other words absolute inefficient. Working only on the most essential things allows the campaign manager to invest fewer total hours per account while significantly improving their performance. Having time to manage the account also means taking time to discover new growth areas.

Step 4: Conduct Account Audits to Discover Opportunities

Sometimes it is important to step back and look at the big picture. Get out of the account and evaluate what is working well, what has to improve and where are the opportunities.

Whenever this exercise is passed, analysis, optimization, and then account performance stagnate or decline. Keep looking for areas of improvement and growth.

Step 5 for your Campaign: The Usage of Automated Tools

Using automation tools assures that you are doing a much more efficient job.

Whether it’s automated PPC, triggerable automatic alerts, or other tools on PPC platforms: They are often essential to streamline routine tasks that give us time for other, more important, and more impactful tasks at work.

Saving time in managing PPC campaigns is a necessity for all campaign managers, especially when the number of accounts hits a certain level. It is all about efficiency and productivity and about making the outcome for the client as optimized as possible while at the time avoiding unnecessary work load.

Step 6: Reporting Results and Analyze them

You need to know everything about the accounts in order to achieve the desired goals. Not understanding the performance data of a campaign is not having the ability to make changes or employing the tactics necessary to bring the campaign to a different stage of success.
You’ve got to be able to react to good or bad results displayed by the data in order to optimize the outcome of your campaigns.

Step 7 of your PPC Campaign: Adjust the Account Structure

The account structure should mirror the customer’s business model. Companies, their products as well as platforms are constantly changing, so you need to keep your account structure up to date and always developing.

The optimized structure of your account leads to greater efficiency and higher growth potential. It differs between accounts with good and those with excellent results.

Step 8: Don’t miss on Remarketing!

With remarketing, you’ve got the opportunity to pick up users who are not ready to convert the first time they have approached.

Remarketing can turn lost clicks into loyal customers. Remarketing is one of the back bones of your PPC Campaign strategies. Just a small percentage of users convert directly, most of the time they check out a lot of different options, compare and decide then. It is important that you keep interacting with them, even after they visit your page and not convert yet!

9th Step: Invest in Mobile

We live in a mobile society and this creates a lot of challenges but more so the opportunity to be closer to users. Mobile advertising can drive high-quality conversions, whether traditional leads like in-store sales.

Optimizing mobile pages is a must, both for dedicated landing pages and for landing pages on websites themselves.

Step 10 – Create test ads and increase performance

Test ads are a strategic tool, which generates traffic that is often even more qualified.

Having a structured plan for testing ads and knowing how to make variations of ads that already work will lead to positive results for increased campaign performance.

Step 11 – Testing Different Landing Pages

Landing page tests increase conversion rates and make campaign optimization even more profitable by identifying the optimal version.

Generally, when testing landing pages, there is some increase in conversion rate and overall volume. Consequently, when customers do not test, performance decreases over time.

Step 12 of your PPC Campaigns – Start with Google and expand to other Search Engines

Initially, it is better to start PPC campaigns on Google, because of the traffic and above all the quality of it. Google is still by a huge margin the search engine number 1. Following successful Google account stabilization, we should expand the same accounts to other paid search platforms like Bing, Facebook, Twitter and any other PPC platform that brings us more volume and results.
Bing, Facebook, Twitter, LinkedIn provide other cost-effective ways to scale up PPC accounts, and while they are not as big as Google, they are growing channels and therefore increase the business’s profit potential.

The 12 steps explained above are useful and necessary tips if the focus is on maximizing campaign profits and constantly evolving the campaign.
These tips should be implemented and considered especially if they are in line with step # 1, the client’s goals and objectives.

A good PPC campaign allows you to have high conversion rates and profitability over the generated Leads. So these campaigns are a very important way to be able to sell services or products in today’s world, as they are one of the main tools of Online Marketing.

Find Out more about the Pay Per Click Advertising of BMG

Our goal at BMG is to drive every brand’s digital future through media, content and innovation. As a global Full Stack
Marketing Agency we offer Pay Per Click Advertising (PPC)
for different Search Engines like Google, Bing, Baidu, Naver, Yahoo
Japan and more. We measure campaign performance closely and develop successful programmatic strategies. If you like to
know more about our services or if you got any questions or comments, don’t hesitate to contact us.