Managing PPC campaigns can be complicated for any small business. It’s a complex area, and beginners may find it intimidating to handle alone.
As an Orange County digital marketing agency, we’ve handled PPC management for hundreds of small businesses. We’ve seen many beginners invest time and money into campaigns that fail to generate real ROI.
But to help you get more value from your PPC advertising, we’ll share three management do’s and three don’ts.
Do Go Deep on Keywords
If you’ve been using broad match keywords, your PPC ads may be too general to reach your target users. Use keyword research tools to identify the most valuable long-tail keywords and make your ads more specific.
Also, use negative keywords to tell platforms when you do not want searches to trigger your ads.
Do Learn from Your Competitors
Your competitors may have an in-house PPC management team or work with an agency. Whatever their approach, you can learn from good and bad ads.
Analyze their ad copy, their use of engaging language, and their incentives (e.g., discounts and sales). But only use competitors’ ads as inspiration: make sure yours are unique.
Do Track the Right Metrics
Tracking metrics is crucial for successful PPC management. If you don’t know which ads perform well and which don’t, you’re unlikely to build increasingly successful campaigns.
The most effective metrics to follow in PPC include click-through rate (CTR), cost-per-click (CPC), and conversion rate.
Check your metrics once or twice per week. Make note of any changes, good or bad, and try to understand why they happened.
Don’t Expect Big Results Overnight
If your campaigns fail to bring in a flood of conversions within a day or two, don’t give up. Great ads can attract clicks within a few hours, but consistently strong performance may take months to build up.
Don’t Underestimate Landing Pages
Every good PPC ad needs a good landing page. If your ads direct users to your homepage, you’re missing a chance to make a strong first impression.
And that could cost you a conversion.
Landing pages present a focused, clear message. They focus on a specific product or service, with high-quality photos, a video, and social proof. Straightforward CTAs tell users how to take the next step in their customer journey.
Don’t Use Multiple PPC Platforms as a Beginner
You can use Google Ads, Meta Ads, Microsoft Ads, and other PPC platforms to market your business. But if you try to work them all into your strategy, you may push your budget too far and overwhelm yourself.
Stick to one or two PPC platforms initially. You’ll be able to focus closely on your campaigns without spreading yourself too thin.
Getting PPC Management Right for Your Small Business
Building an effective PPC strategy is a laborious process, and it can leave you with less time to focus on running your business.
But that’s why working with a team specializing in PPC management services can help.
Our Orange County digital marketing agency will create unique PPC campaigns to grab customers, build brand awareness, and drive conversions.
To learn more about how our PPC experts can boost your campaign success, get in touch today!
