What does PPC management consist of?

Unlike search engine optimisation, pay per click is more science than art, providing users with a controllable and measurable form of marketing.

By applying a methodical process to pay per click advertising, campaigns can be refined and optimised to make sure they are working as effectively as possible.

Below are concepts that should be part of any pay per click campaign:

Split testing

Split testing is the process of running two ads simultaneously to test which one performs better. Small changes to the ads can have a dramatic effect on metrics such as click through rate and conversion rate. Split testing ensures that adverts are performing in the best way possible.

Click through rate

Click through rate is the percentage a people who see the advert and then click on it. It’s an important measurement when creating an effective pay per click campaign. Click through rate is one of the factors used to determine the ads quality score, with the quality score being the factor when determining the cost per click and positions of the ads it’s important that this is kept as high as possible.

Keyword refinement

Keyword refinement is important to help keep click through rates high, by ensuring your account is not being dragged down by underperforming keywords. It is important to manage the keyword to get the right balance between conversion rate and click through rate. Effective keyword refinement can help to streamline your account and reduce wasted spend.

Conversion tracking

Without conversion tracking it’s difficult to see the effect that pay per click advertising has on your business. Conversion tracking allows you to measure the cost per conversion, see which ads are converting and which keywords bring through the most sales.

Quality Monitoring

The quality score of your ads is used to determine, how much you need to pay to attain your position in comparison to your competitors.