Avoid common pitfalls that can jeopardize the success of your PPC campaigns. Discover how to optimize your PPC workflow for maximum effectiveness.
Adzooma sponsored this post. The sponsor expresses his or her own views in this article.
Managing paid campaigns is similar to driving a car: it begins as a daunting task but quickly becomes enjoyable and second nature.
While streamlining your workflow is critical to unlocking PPC account management, there are several common pitfalls to avoid:
- Utilization of the incorrect metrics to direct optimization efforts.
- There will be no testing.
- Carrying out all operations manually.
- Are you interested in avoiding these pitfalls and optimizing your PPC workflow?
This article will demonstrate how to do so. The trick is to approach paid advertising holistically.
Conquer Analytical Paralysis
Analysis paralysis is the inability to act in the account’s best interests due to a fear of insufficient data. It frequently results from a lack of confidence in the quantity/validity of one’s data.
In ideal circumstances, campaign learning periods last 7-14 days:
- You have faith in your conversions.
- Budgets and bids have no effect on volume.
- You are not operating in a regulated industry.
If you’ve been running campaigns for at least that long, you’re likely to have some data to work with. Certain brands may have less data available due to the campaign’s budget/scope, but as long as you have at least 1,000 impressions, you should be able to act.
On the other hand, you don’t want to develop a habit of making frequent changes. Campaigns require a period of adjustment. Daily performance frequently results in false positives/negatives.
Consider scheduling a weekly “check-in” with your campaigns to assess their success and areas for improvement.
Utilize the Appropriate Metrics to Direct Optimization
Understanding how your campaigns are performing is critical to confidently owning your workflow.
Metrics are classified as follows:
- Directional: You must proceed to do something in response to it.
- KPI: This metric has a direct impact on the success of a campaign or business.
- Vanity: desirable to possess/know, but ultimately unimportant to action or success.
Certain metrics will be classified differently depending on the campaign objective and ad channel.
For instance, a search campaign is more concerned with conversions/impression share/cost per acquisition (CPA) per customer value, whereas a display campaign is more concerned with impressions/brand lift/audience cultivation.
It is critical to incorporate benchmarks for each channel. A video campaign’s CTR should be lower than a search campaign’s, while the search campaign’s CPC should be higher.