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PPC Campaign Management: 7 Things Every Good Campaign Needs

Are you starting a PPC campaign soon?

If so, that’s great! While it shouldn’t replace your SEO efforts, doing a PPC campaign is a great way to bring more traffic, leads, and conversions to your site.

But even though you might be excited about your campaign, you have to make sure to do it well. And part of this is having all your ducks in order.

With plenty to do, PPC campaign management can be stressful. Lucky for you, this article is going to tell you everything you need to make your campaign a success.

Soon, you’ll be on your way to a successful campaign.

Read on to learn more!

1. A Way to Track Conversions

Imagine setting up a marketing campaign with no way to tell how well it went. You wouldn’t do that.

Well, the same goes for PPC. When you’re doing a PPC campaign, you have to make sure to track conversions as easy as possible. This way you make sure that whatever you’re doing works.

Sometimes you might have to pay for a tool that tracks your conversions, but this isn’t so bad. Ultimately, you’ll be able to save money with it.

Why? We’ll get into optimization in a minute, but for now, just know that being able to update your campaigns will ensure that you spend your money in the best way possible.

2. Teammates

Teammates are just as important as the rest of the work. Although you don’t have to have a large team, the more the merrier.

Of course, if you work in a smaller business, you may be your own teammate. If that’s the case, learn as much as you can about each part of the process.

Let’s break down the main three job functions of a PPC campaign:

  • PPC Manager
    • A PPC manager should be someone who oversees everything going on in the campaign. Although they should know a bit about each job, their main function is to find the best keywords and choose them
  • Copywriter
    • The copywriter is arguably the most important person in your campaign. Although they aren’t going to help with the PPC directly, they will make sure you have copy that converts.
  • Analyst
    • The analyst should be able to take what the PPC manager and copywriter have done and determined if it worked. Keep in mind that they should only judge these numbers based on the client’s goals in general

It doesn’t matter if you have 10 people or one. No matter what, someone needs to fill the role in each of these jobs. If the PPC manager is not the general marketing manager, the PPC manager and analyst should discuss with the marketing manager what to do next.

3. Budget

This one seems like a no brainer, but it’s one people miss all the time. A budget is one of the most important things you need for your PPC campaign.

Without one, you may spend way too much and not see the best results. And if you spend too little, you won’t see any results.

The budget for your PPC campaign is not just the budget for the actual campaign. Think about how much money you spend in time. Could your marketing manager be doing something more productive?

A budget doesn’t have to be complex or exact. In fact, it’s best to give your PPC budget a range, given that you don’t know how many people will click.

4. Optimization for Positive Results

One thing that a lot of PPC campaign managers fail to do is to optimize after positive results. If one thing is working, there’s no reason to continue doing things that don’t work.

So, if you find that one or two keywords perform better than others, stick to those. Google Ads and other tools will be able to help you optimize to get the best performance.

Don’t be afraid to change midway through the campaign. Although you might feel like you wasted money, you will waste more if you don’t optimize for best results. 

Wondering how to know what works best? Stick around because we’re talking about A/B testing soon.

5. Great Copy

Some will argue that most important thing you need for your campaign is great copywriting. Even if you have great search results, people will read what you’re doing before they click on the link.

Make sure the copy is something that you can read with ease. Even if you don’t have an exact wording, think about what will most likely make someone click on your site.

One really important part of writing great copy is having a headline that draws people in. Click on this link to learn more about that.

6. A/B Testing

A/B testing is not just something in your marketing campaign to give you statistics. It’s also one of the more informative parts of it.

A/B testing will make sure that you’re doing what works best for your campaign. Without it, you might get stuck in a rut doing the same thing over and over again.

And just because that rut works for you doesn’t mean that you should stay in it. Trying something new might give you better results.

Of course, the b part of the test could fail. This will mean a loss of money, but you’ll at least know what works better.

7. Another Campaign

Nothing signals the end of a good campaign like the beginning of a new one. If you’ve taken what you’ve learned from your previous experience, it might just be time to go at it again.

Remember that you should still do some A/B testing. But, for the most part, you could use your best results from your last campaign.

PPC Campaign Management Made Easy

After reading this article, PPC campaign management should be a breeze. Remember that doing all the right things doesn’t guarantee success. Sometimes it takes some patience with your marketing efforts.

Did you like this article? Check out this one about marketing for lawyers online.