10 Critical Needs for a Successful Pay-Per-Click Campaign

Even though the world of pay-per-click (PPC) campaigns may seem like rocket science, we know from experience that it doesn’t actually have to be rocket science. At Everett Andrew Marketing we want to take the mystery out of PPC for you, and show you how our services help ensure a good return on your investment.

Below are 10 critical needs for successful PPC campaigns. Each of these needs are met by our ongoing management, so you can be sure you’re getting the most for your marketing dollars.

1) Proper Campaign Creation
When setting up PPC campaigns there are loads of different options that may be chosen, each of which affect how your campaign may perform. A few examples include choosing the right location for your ads to show, selecting the most appropriate times of the day or days of the week, and many more. Our experience in campaign management will help determine the best suggestions for these foundational aspects of your campaign.

2) Proper Landing Page Creation
Where someone goes on your website after they click on your ad is equally important to the ads themselves. We create exceptionally well designed and functional landing pages which match the message of your PPC campaign. In this way, anyone who clicks your ad will know exactly what to expect when they hit your website.

3) User search term review 
Researching what users actually typed in to find your ad and click to your website is one of the most important aspects of ongoing management. Successful PPC campaigns are not limited to lists of keywords which we may thinkwill perform, but are fully dependent on understanding the infinite number or ways a user may search for your product/service. From studying the user search terms in your account, we’re able to make adjustments to keyword lists and ensure your PPC budget is only spent on qualified leads.

4) Review of Key Metrics
Inside your PPC account is a world of valuable metrics. Understanding them and paying attention to them are crucial to ongoing success. Here are just a few of the most important:

  • Keyword quality score – taking action to increase quality scores of your keywords can reduce the overall cost of your PPC campaign.
  • Click thru rate – taking action to increase the click thru rate of your keywords and ads can also reduce the overall cost of your PPC campaign.


5) Testing Ad Copy 

The way your ad is written has a profound effect on how it is received by people who see it. Often times, changing word order or adjusting the language used in your ad can make a huge difference in the success of your PPC campaign. We test variations of your ads to get the best result.

6) Conversion Measurement
The goal of your PPC campaign is to reach new people, and this may come in the form of phone calls, leads generated on your website or other valuable interactions. Our ongoing analysis of which aspects of your PPC campaign create the most conversions, helps to continually make improvements so you can be sure your budget is maximized.

7) Monitoring the Competition
You’re not alone in the marketplace. We continually monitor the competition so your PPC campaigns can maintain an advantage. We look to see who else is running ads and what they’re offering, as well as keeping tabs on your “search impression share” – a metric that tells us what percentage of the people you are reaching out of the entire possible population according to your campaign settings.

8) Monitoring Long Term Trends 
The marketplace continually evolves over time, no matter what business you’re in. As a result, trends and changes occur in your PPC campaigns which need to be assessed. With our management services, you can be sure that experienced eyes are aware of these and proactive measures are taken to ensure you continue getting a good return.

9) Performing Critical Software Updates 
Changes to PPC software occur regularly, and if left unattended your campaigns are certain to be adversely affected. We apply these software updates on your behalf and you don’t even have to lift a finger.

10) Communication 

An open line of communication between you and your campaign manager is the key to a successful PPC campaign. Understanding your marketing goals and business processes help us to manage better. We ensure you hear from us on how your campaigns are performing at minimum of twice per month. We prefer more communication rather than less, and you’ll always be in the know.