Search Marketing – Review and Revise

After you have initially set up your search marketing (PPC) campaign, set the budget, created the ad groups and decided on a landing page, etc., one might think the hard work is over.  It is at this point your paid search campaigns can become costly. The shark can sneak up and bite you in the wallet.

Another key element in a successful search marketing campaign is the principle of “review and revise”. You must constantly monitor and review the performance of the campaign and make revisions/adjustments as necessary. You cannot just “set it and forget it”.

Two issues that frequently pop up with new search campaigns are listed below. Both issues can be addressed by reviewing the campaign performance if you know what to look to look for within the reporting tool.

1. I set up my campaign and I am not getting very much traffic

Issue #1 could be a result of poorly written ad copy.  If the copy does not create the excitement needed to compel a potential customer to click on the ad then potential visitors will not click through to your site. The key indicator to look for here is CTR (click through rate).  The lower the CTR, the fewer visitors your site is receiving.  Solution: rewrite your copy then… review and revise.

2. I set up my campaign and am getting a bunch of traffic but it is not traffic I want   

Issue #2 may indicate some keywords are too broad and therefore are bringing visitors not interested in that type of product. The key indicator to look for is bounce rate (In Google you will find this measurement in the Analytics tool).  The higher the bounce rate the lower amount of qualified traffic your site is receiving. Solution: delete broad keywords and create more specific keywords then…review and revise.

Search marketing (PPC campaigns) can be a key element of your marketing strategy if set up and managed properly.  A time investment on the front-end can you save you time and money later. If you are a rookie, don’t navigate the waters alone – get a little coaching (read previous post on PPC coaching).

Avoid the sharks – review and revise!

-KK

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About Kerri Karel

Kerri has over 21 years of well-rounded experience in marketing, ecommerce and public relations. She has lead multi-million dollar marketing and ecommerce projects. Additionally she has 10 years of start-up experience. She also has 10 years experience in planning trade shows, special events and conferences. View all posts by Kerri Karel

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