21 December 2011

If you own your personal home, you’re likely prior utilized to things not working (as expeditiously or at all) and everything requiring constant updates and repairs. Good, your PPC account is no different from a place. On occasion when you require to remodel and rarely you’ll have to tear it down to reconstruct it from the ground up.

When it approaches to PPC accounts, here are few general problems that might point you‘ll require to vary a few light bulbs or entirely rewire the place:
  • Unsalted thematic infrastructure
  • Flighted campaigns with high-performing ad groups
  • Significant volume of keywords with low standard scores
  • Unsalted representation of business/website segments
  • Huge number of duplicate keywords across the account
  • Heavy reliance on broad match and inconsistent keyword coverage
  • No breakout by demography, device or location if each section executes differently
  • Trouble to push publicity and keyword expansion in a scalable manner

Hopefully your account doesn’t have all of these troubles, which means you can focus on identifying low hanging fruit alternatively of beginning from scratch. However, if you’re facing a situation that calls for reconstructing, be ready for an initial gain in CPC across the account as it will take some time to construct good standard score.

Short-term losses will be well value the future gains, so it should be more a question of when is the right time to begin. The next significant question you should ask is: who will be your architect, contractor, electrician, plumber, etc.?

It Takes a Village to Restructure an Account:
Whether you determine taking attention of business in-house or prefer a third party to do it for you, the human capital backward the restructuring project will be the foundation for your uttermost makeover. The ideal team contains:
  • An account manager to realize the business needs.
  • A business analyst with an Search Engine Marketing background.
  • A originative mind with enough of media experience.
  • A multi-tasking media communicator for a plenty of the heavy lifting like bulk uploads.

Choosing The Correct Tools

Once you determine how to break out your account thematically and geographically, you need to address your keyword expansion and resemble type strategy. Notice that when broad resemble will get you good coverage, if it isn’t used properly, it can be quite pricy and expend through your day-by-day budgets before your high-standard long-term exact and phrase resemble terms can see the surface.

When it’s essential to create long tail keywords to drive down your CPCs, it isn’t uncommon to end up with an wide number of keywords that bring in no traffic whatsoever. The key to constructing the right list is using the right keyword mining tools and tactics.

An ingenious use of broad match modifier with importantly fewer keywords will give good insights within search query reports. This will help you grow your exact match keywords based on what really works alternative of what you consider is going to work.

Now that you have the correct amount of coverage, you can concentrate on writing relevant and efficacious ad copy to further better your standard score.

How to Study Your Victory

Efficiency Curve

It’s significant to set quantifiable benchmark KPIs anterior to restructuring in order to understand where you’ve succeeded.
  1. Benchmark your resemble type coverage by acquiring total counts before and after restructuring.
  2. Analyze your cost per click (CPC) and click-through rate (CTR) change by match type.
  3. Set a aim to accomplish at the end of the project, e.g.,:
  • 10 percent betterment in CTR.
  • 15 percent drop in CPCs.
  • Ratio of good or poor quality score keywords.

Finally, the goal should be to raise the bar – or the efficiency curve, in this case. By assessing both before and after your project, you can get a good sense of the overall impact you’ve made. Much like replacing your windows and tired HVAC system, a really successful account reorganization should head to a quantifiable lift in efficiency.

Friends Don’t Let Friends “Set it and Forget it”

After you’ve successfully restructured your account, don’t just put your feet on the table and chill out. You need to constantly test your landing pages and ad copies to get the best out of your PPC account.

Search engines are always coming up with clever ways to better user experience (sitelinks, location extensions, proximity bidding) which will have significant impact on CTR and CPCs. Keep up with the trends.

Don’t settle for what you have. It’s OK to be greedy when running an SEM campaign. There’s always room for improvement.