PPC management – 5 tips to boost your PPC results on Google
As costs of PPC campaigns are increasing, internet marketers are more than even under the pressure to deliver positive results. The performance of PPC campaigns is dependent on following factors:
- The impression rate
- Your ad position
- Click thru rate (CTR)
- Conversion rate
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Finding the right balance between impression rate, ad position and clicks is the starting point to successful PPC advertising. Before exploring tips to help your campaign perform better, let’s quickly sum-up the concept how Google displays your ads in its sponsored results:
* Daily budget controls frequency of your ad display
The frequency is expressed by number of impressions. If your daily budget is not high enough, your ad may not show all the time (meaning you don’t have enough impressions per day).
* Ad position depends on the Rank Number
The higher the rank number, the higher is your ad’s position on the page. The rank number is calculated based on the following formula:
Rank Number = CPC (Cost Per click) x CTR (click through rate) x (Ad quality)
Now we’re ready to explore what practices are more likely to help us improve PPC campaigns performance:
1/ Improve Ad Delivery
If your ad does not show up every time when searches are performed under your keyword, it may be a sign that your daily budget is not high enough. As you now know, how frequent of your ad display is controled by the daily budget. If you would like your ad to be shown more frequently, please consider to increase your daily budget in order to receive a maximum exposure for your ad.
Normally, you have 50% margin for your daily budget. For example, if your desired daily budget is $10.00 per day, you can set your actual daily budget on Google to $15.00 per day, because your actual spending is based on your click thru rate, by setting the daily budget higher will allow your ad to get more exposure, but your actual spending may still be in your desired daily budget range.
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However, be sure to monitor your daily advertising costs and if they are rising too high, decrease the budget on the safe level.
2/ Improve Ad Delivery per Keyword
Each campaign can have one or more adroups. An AdGroup is a group of keywords and ads that will display when those keywords are searched for on Google. You may have experienced a situation when only few keywords out of the whole AdGroup trigger your ad. The explanation lies again behind the daily budget that controls a number of impressions for your campaign. These impressions are distributed between individual AdGroups and further between individual keywords. So it may happen that some keywords in a particular Adgroup have more impressions than the others, meaning some keywords trigger your ad more frequently than others.
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